You might have heard the spots while driving in your car. Or maybe you’ve seen them while watching the evening news. But wherever you’ve seen them, you can’t deny: The Pure Michigan advertising campaign — designed to bring tourists to Michigan — has been a solid success for the state.
Jones Lang LaSalle recently studied the advertising campaign. The company found that the Pure Michigan campaign attracted 3.8 million out-of-state visitors to Michigan in 2012. These visitors spent an estimated $1.1 billion, which translated to $79.1 million in additional state tax revenue.
This makes the state’s investment of $13.7 million for 2012 for the campaign a wise one. The state realized a return on investment of $5.76 for every single dollar that it spent on the campaign.
It’s little surprise, then, that Michigan has rolled out the Pure Michigan campaign again this year. Jones Lang LaSalle reports that the most recent Pure Michigan campaign launched in March. It is airing on more than 25 cable channels and has a budget of $13 million.