Here's a cheering sign that outdoor recreation in warmer weather isn't too far off: The state just began airing a new series of Pure Michigan summer TV commercials, Matt Roush reports at CBS Detroit.
The total budget for the 2013 national advertising campaign is $13 million — the largest budget ever dedicated to promoting Michigan as a tourism destination nationally.
The spots, including some that run two and a half minutes, will air nationally on 27 cable channels, including CNN, MSNBC, A&E, Animal Planet, Bravo, the Cooking Channel and the Weather Channel. More than 5,000 total screenings are scheduled.
Some of the ads are posted at Pure Michigan's YouTube channel. Themes include Biking (below), A Simple Sunrise, The Potential of Water, 14 Clubs, Tee Times, Perfect Spot, Gone Fishing, Treasure, Fresh, Perfect Summer and Sand.
The Birmingham office of McCann Erickson ad agency has developed the strategy and creative content for the campaign since 2006, Roush notes.
