The Pure Michigan campaign had its biggest impact to date in 2012, attracting 3.8 million out-of-state visitors to the state, who spent a record high of $1.1 billion at Michigan businesses, according to a report by Longwoods International.
The report found the Pure Michigan campaign generated 580,000 more trips to Michigan in 2012 than in 2011. Some $79.1 million in new state tax revenues were generated as a result of the $1.1 billion spent by visitors at Michigan businesses.
The return on investment also continued to climb in 2012. When compared to the $13.7 million spent on out-of-state advertising for the Pure Michigan campaign in 2012, the $79.1 million in tax revenue received by the state resulted in a return on investment of $5.76 for every dollar spent.
“The Pure Michigan campaign plays a vital role in growing our tourism industry by consistently attracting new visitors to Michigan and delivering a strong return on investment for the state,” said Gov. Rick Snyder in a press release. “These impressive results showcase the power of Pure Michigan, and demonstrate the vast potential we are seeking to tap into with our efforts to expand this campaign into international markets.”
The Great Lakes Bay Region has also benefited from the Pure Michigan campaign as room tax and assessments have risen 28 percent from 2009 through 2012.
In 2012, room tax and assessments totaled $879,128 for Midland County, $1,552,359 for Saginaw County and $471,285 for Bay County.
“The efforts of Pure Michigan have significantly helped, along with marketing efforts by the area CVBs,” said Annette Rummel, Great Lakes Bay Regional Convention and Visitors Bureau president/CEO.
During the same period, overhead has fallen 68 percent while tourism economic development has increased more than $1 million for the Great Lakes Bay Region. Market investment has risen from $839,000 to $2.1 million.
“We expect a minimum of 3 percent increase in visitor spending in 2013,” said Rummel.
Of the 3.8 million out-of-state visitors the Pure Michigan campaign attracted to Michigan, 2.3 million came from the Great Lakes region and 1.5 million came from distant markets around the country.
The 2013 Pure Michigan national advertising campaign launched March 18 and is airing on more than 25 cable channels. The national campaign television ads will air more than 5,000 times through June. The total budget for the 2013 national campaign is $13 million.