Report: Pure Michigan campaign is working
LANSING, MI (WHTC) - The award-winning Pure Michigan advertising campaign continues to drive travel and spending to Michigan from out-of-state visitors and to improve the image of Michigan as a regional and national leisure travel destination.
A report from Longwoods International was released during the Pure Michigan Governor's Conference on Tourism. The report found that Pure Michigan's out-of-state advertising campaign helped drive 5 million trips to Michigan in 2016, with those travelers spending $1.5 billion at local businesses during their time in the state.
Additionally, Michigan performed strongly, relative to regional and national competitors, in being perceived as a destination offering beautiful fall colors, excellent fishing opportunities, strong in boating and water sports and a destination for professional and college sports. The campaign also continued to see a positive return on investment (ROI) of $8.33 in 2016.