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PURE MICHIGAN TOURISM MARKETING DRIVES RECORD NUMBERS IN 2012 | Arts & Culture

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PURE MICHIGAN TOURISM MARKETING DRIVES RECORD NUMBERS IN 2012
 PURE MICHIGAN TOURISM MARKETING DRIVES RECORD NUMBERS IN 2012

Experience Grand Rapids, the official destination marketing organization for Kent County, reported today that its 2012 Grand Rapids Pure Michigan marketing campaign attracted an incremental 381,100 visits to the area yielding a local impact on the economy of $101.5 million. This report was conducted by Longwoods International, a leader in tourism research.

Experience Grand Rapids’ 2012 tourism marketing included a partnership campaign with Pure Michigan, designed to leverage the success of both the state’s Pure Michigan campaign and Grand Rapids’ tourism marketing efforts. Experience Grand Rapids invested a total of $250,000 in the $500,000 marketing campaign. This campaign included TV and radio spots that aired in Chicago, South Bend, Toledo, Traverse City and Lansing along with homepage placement on the state of Michigan’s official travel website, www.Michigan.org.

“The impact of increasing awareness of our destination expands beyond the tourism industry,” said Doug Small, president of Experience Grand Rapids. “An increase in positive awareness makes Grand Rapids more attractive for business investments, college enrollments and a city where residents want to live and work.”

The research study indicates that the awareness and recall of the Grand Rapids television commercial increased substantially following the second year of the campaign. This year Experience Grand Rapids is doubling its investment with Pure Michigan to become one of five national partners in the state. This years’ partnership will include the launch of Grand Rapids’ first-ever national Pure Michigan television commercial set to air nationally on major cable networks in June.

“There is a continued momentum behind both the Pure Michigan brand and Grand Rapids,” said Small. “It makes good business sense for Experience Grand Rapids to again align its destination marketing efforts with Pure Michigan.”

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