LANSING – Following the success of the Pure Michigan 400 last summer, Michigan International Speedway and Michigan Economic Development Corporation announced a three-year deal on Wednesday to continue the partnership.

During an event at the North American International Auto Show, officials from the MEDC and MIS, along with NASCAR drivers Ryan Newman and Sam Hornish Jr., announced the August 19 Pure Michigan 400 NASCAR Sprint Cup Series race.

And the track’s annual August race will carry that name in 2013 and 2014 as well.

“The Pure Michigan 400 has proven to be an effective way to bring the Pure Michigan message to 75 million NASCAR fans nationwide,” George Zimmermann, vice president for Travel Michigan said in a statement. “We encourage NASCAR fans from all over the U.S. to join us in Michigan for great racing at an outstanding track this summer.”

The cost of the sponsorship for the August 19 race will be $1.26 million. The cost will rise to $1.5 million in 2013 and to $1.62 million in 2014. The increased cost is due to increased ESPN advertising each year, said Michelle Begnoche with the MEDC.

Last year, the MEDC paid nearly $1 million for the sponsorship out of its corporate funds. That was the first time a state’s branding agency had ever sponsored a NASCAR race.

Ms. Begnoche said it would have cost about $9 million to equal all the exposure the brand received from coverage of the race last year and consider it a good deal. The race is aired live from the track in Brooklyn on ESPN, giving the Pure Michigan brand national exposure.

“The key to the success of our partnership in 2011 was Pure Michigan and MIS had, and still has to this day, similar goals: We both want people to come to this state and see all the wonderful things it has to offer – beautiful landscapes, fun activities year-round and awesome NASCAR racing,” MIS President Roger Curtis said in a statement.

At last year’s race, the Pure Michigan logo was on display all over the track. And MEDC staff also attended the race and invited site consultants from various firms representing businesses looking for new locations to show them what the state has to offer.

“As we began expanding the Pure Michigan brand beyond travel in 2011, our public and private partners quickly found the power of Pure Michigan to help all of us market Michigan and grow our economy,” MEDC President and CEO Michael Finney said in a statement.

PURE MICHIGAN ICE CREAM: Also announced was a collaboration between Pure Michigan, the Department of Natural Resources and the Holland-based Hudsonville Creamery & Ice Cream Co.

The company will be tasked with developing a Pure Michigan ice cream flavor. The ice cream will be taken across the state in a Pure Michigan RV to help the department promote its parks and recreation programs.

There is an ongoing contest people can enter to name the ice cream and say what it should taste like. A panel of celebrity judges and others will decide on the winner in February and the flavor will debut in May.

“As the No. 1 Michigan-made ice cream brand, we are thrilled to partner with two great organizations like the DNR and Travel Michigan,” Bruce Kratt, director of sales and marketing for Hudsonville Ice Cream, said in a statement. “Our ice cream is the perfect treat when enjoying all that Michigan has to offer – memorable vacations at the beach, family camping trips or simply taking in an evening sunset.”

Entries can be made on the Hudsonville Creamery website.

This story was provided by Gongwer News Service. To subscribe, click on Gongwer.Com

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