LANSING – Five years of Pure Michigan national advertising is just beginning to buff up the state’s rust-belt image.
After the state had spent $67 million for the slick campaign featuring the voice of Michigan native Tim Allen, a survey done for the state found that Michigan still ranked in the middle of the pack in tourism interest among seven Great Lakes states.
This survey ? conducted by Longwoods International, a firm that provides tourism analysis, including to the state of Michigan ? found Michigan still suffering from a perception problem. Only 36 percent of the approximately 6,000 respondents said they ?strongly agreed? they would ?really enjoy visiting? the state. That placed Michigan in a tie for fourth in interest among seven Great Lakes states.
?Michigan is starting with an image from a much lower baseline than its competitors,? said Bill Siegel, a University of Michigan alum who heads Longwoods.
Still, Siegel argues that his firm?s research shows ?the advertising works.?
In 2009, Michigan captured 2 percent of all the tourism spending in the United States, placing Michigan 14th nationwide for such spending.
Tourism dollars dipped in 2009, but rebounded in 2010, reaching $17 billion, according to state officials.
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By Mike Brennan/Bridge Magazine contributor
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