Study Shows Travel Michigan Advertising Very Effective

Advertising in the Chicago, Cleveland and Indianapolis markets during the 2005 summer and fall seasons delivered a significant return on investment (ROI) according to a recent study conducted by Longwoods International, a research firm specializing in tourism advertising return on investment. Travel Michigan, the State's official agency for the promotion of tourism, today announced the findings of the study evaluating the impact of the Travel Michigan's 2005 advertising campaign.
According to the study, nearly one million visitors, who would not have traveled to Michigan otherwise, spent $165 million statewide as a direct result of the 2005 Travel Michigan advertising program. These additional visitors to the state assisted in funding 3,661 tourism related jobs.

"We are pleased with the results of the study. This research has proven that for every advertising dollar spent in the three target markets, $3.43 came back to the state of Michigan in the form of new tax revenue," said George Zimmermann, vice president of Travel Michigan. "The bottom line is that Michigan's ROI from tourism promotional activities is positive for the state."

Longwoods International recently concluded the study assessing the impact of the summer and fall seasons' advertising on the residents of three out-of-state markets: Chicago, Cleveland and Indianapolis. The focus of the study was to show the impact Travel Michigan's advertising had on the perceptions of Michigan as a travel destination, the levels of travel generated by the advertising, and the economic impact of the travel.

The results were announced today at the Michigan Lodging and TourismConference in Mount Pleasant. Overall the tourism industry contributes $17.5 billion to Michigan's economy annually, accounting for 193,000 jobs and generating $971 million in state tax revenues.

For a copy of the Michigan Image and 2005 Advertising Evaluation Study,please visit the tourism industry web site for the State of Michigan. For more information on traveling the great State of Michigan, visit the official travel web site or call (888) 78-GREAT.

Travel Michigan, a division of the Michigan Economic Development Corporation, is the State of Michigan's official agency for the promotion of tourism. Travel Michigan markets the state's tourism industry and provides valuable visitor information services.