Metro Detroit stars in latest Pure Michigan ads

Look for Metro Detroit's urban areas to play a major role in this year's round of Pure Michigan advertisements playing across North America.

The state is spending $14.9 million to roll out a handful of new TV, radio and newspaper ads featuring the beauty of the Great Lakes State. Many of the prominent spots (narrated by Tim Allen) in Pure Michigan's first year spotlighted the state's stunning vistas and natural beauty. This year look for more of an even split exposurewise between those images and the uniqueness of Michigan's cities, especially Metro Detroit.

"The urban experience that Michigan offers is critically important to the overall perception of the state," says Dave Lorenz, manager of public and industry relations for Travel Michigan. "We need to build up and change the perception that there is about Detroit."

The ads will begin playing in major markets in the U.S. and Canada in May and run through June. The idea is to hook people as they are making their summer vacation plans. Some of the ads are partnerships, such as one between the state and Ann Arbor that produced a radio spot highlighting the famous college town.

The case for highlighting Michigan's urban areas is also bolstered by the fact that Metro Detroit is the place most visited by tourists. It offers the normal culinary and music culture points, but pales in comparison to the major draw that is sports in southeast Michigan. A region with major teams like the Detroit Red Wings, Tigers, Piston, Lions and the University of Michigan athletic teams makes a good argument for letting the urban area define itself to visitors.

"We try to balance it out the best we can," Lorenz says. "We think it works."

Source: Dave Lorenz, manager of public and industry relations for Travel Michigan
Writer: Jon Zemke

Metro Detroit stars in latest Pure Michigan ads

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