'Pure Michigan' creator joins firm that studies the brand's effectiveness

LANSING, MI – The man behind the state's 'Pure Michigan' campaign has joined the firm that the state contracts with to monitor the brand's success.
Travel Michigan is part of the Michigan Economic Development Corporation (MEDC). George Zimmermann was vice president there until retiring earlier this year, and he led the team that crafted the Pure Michigan brand. Now he's joining Longwoods International USA as its chairman.

He credits a 2004 Longwoods study with showing the legislature that a tourism campaign was worth the investment. In 2005 he said the Travel Michigan budget was $5.7 million, and in 2006 it increased to $13.2 million. That allowed Travel Michigan to put out a Request for Proposals that netted a response from McCann Detroit. Travel Michigan then worked with McCann Detroit to develop the Pure Michigan campaign.

Now Longwoods does annual studies on how effective the Pure Michigan campaign has been.

Zimmermann said when he was at the state, "we had been a client of theirs for a decade. And I've always been impressed by both their people and the work they do."

He said that in his position with Longwoods he doesn't expect to work with measuring the Pure Michigan effectiveness, as his speciality is marketing, not research. He was the Ohio tourism director before coming to Michigan and has 20 years' worth of experience, friends and contacts in the travel industry.

The most recent Longwoods study showed that for every $1 spent on Pure Michigan the state saw a $6.66 return. The company's contract with MEDC stands at $149,000.

"Yes, we have a current contract in place with Longwoods. They will be crunching our numbers for the entire 2014 season, which are always presented around March of the following year and usually at the Governor's Tourism Conference," said MEDC spokesperson Emily Gerkin Palsrok.

She added that Zimmermann's work at MEDC had been exemplary.

"George Zimmermann was a respected and exceptional leader for Pure Michigan for many years. We wish him well and feel confident he will do a great job with Longwoods," Gerkin Palsrok.

Longwoods CEO and founder Bill Siegel praised Zimmermann's decision to join the team.

"George Zimmermann is one of the most respected tourism marketers in North America," Siegel said. "His experience in both creating and measuring the effectiveness of tourism marketing programs will be invaluable to our team and clients."

The MEDC announced this week that David West would serve as the new Vice President of Travel Michigan. West grew up in East Lansing and has a strong background in research and destination marketing.

He currently serves as vice president of Pocono Mountains Visitors Bureau, and will assume Travel Michigan duties effective Dec. 1.

"I am thrilled to be coming home and having the opportunity to be a part of a team growing the Pure Michigan brand," West said in a statement. "While it's been a successful campaign to date, there is more we can do to bring visitors, including international visitors, to our world-class cities, outdoor areas and attractions."

Emily Lawler is a Capital/Lansing business reporter for MLive. You can reach her at [email protected], subscribe to her on Facebook or follow her on Twitter: @emilyjanelawler.

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