No More Pure Michigan :(

The "Pure Michigan" ads that have been extremely successful are being canceled due to a lack of funds. Go figure! I find this quite surprising as I figured the ads easily paid for themselves in tourist dollars brought to our state. In fact these ads received enough recognition, they were award winning.

Well it turns out that the ads did bring in more money than the State of Michigan spent. According to a firm by the name of Longwoods International, the Pure Michigan television ads brought in $2.23 in revenue for each dollar spent. Longwoods specializes in assessment of tourism advertising by the way. If this national ad campaign was close to break-even, I could see the logic behind canceling them, but the ads were quite effective and would most likely be more effective the longer the TV campaign lasted.

Tourism in Michigan is pretty much all we have going for this State in the down economy. The tourism brings in $15b a year for our state. Yes, that's $15 billion with a B. Last year the entire campaign cost $28 million and if it was planned to run all year it would cost $17 million this year. This means there is a gap of approximately $11.6 million. I know that budget money is hard to come by in the State of Michigan, but this decision is really frustrating to me. It's hard for me to believe that the State would decide not to make this investment which is relatively low risk with the lowered budget, especially when the earning potential is so high. The returns on the investment last year were phenomenal and there's no reason to think they would be any different this year. Maybe someday it will make some sense?

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