Travel Michigan to Expand Advertising Program

The Pure Michigan tourism message will reach further in 2009 due in part to a record level of participation in the Travel Michigan Advertising Partnership Program. The state's tourism office will match dollar-for-dollar the $1.7 million committed by 51 communities and organizations, for a joint $3.4 million to fund 23 in-state and out-of-state advertising campaigns promoting summer and fall tourism in 2009. In addition, partners have committed $74,000 in the pay-per-click marketing program designed to increase web traffic to partners' websites. The Travel Michigan Partnership Program was launched in 2002 with two partners and a budget of $330,000. By 2008, partner commitments reached nearly $1.1 million. "The tourism industry has embraced these advertising partnerships as a way to extend their marketing reach and leverage marketing dollars to promote Michigan," said Travel Michigan Vice President George Zimmermann. "This is a win-win program for our tourism partners and the 'Pure Michigan' branding campaign." All partnership advertising includes the "Pure Michigan" brand identity and creative strategy to deliver a consistent message. Program participants also receive value-added benefits of featured web presence and public relations support. For more information, visit www.michigan.org.

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