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Wayne State professor offers marketing expertise related to new Pure Michigan campaign

May 7, 2013

With its national advertising campaign well under way, Pure Michigan on Monday kicked off its spring and summer regional marketing blitz, primarily targeting Great Lakes states. The television and radio ads feature 34 private sector partners and will air in key regional markets, including Illinois, Indiana, Ohio, Wisconsin and Missouri, and statewide through June. The advertising budget for the spring and summer campaign is $4.83 million and includes $1.5 million committed by partners. In total, private sector partners, including five national partners, are contributing $5.5 million in 2013 to help air Pure Michigan ads nationally, regionally and in-state. Jeffrey Stoltman, associate professor of marketing at Wayne State University, said the partnerships were bound to happen as it grew in popularity. Stoltman lauded the Pure Michigan effort but said its creators must be wary of brand wear out. "Is it becoming so big and all-encompassing that it's not as effective a hook?" he said. "I think it could be approaching that point."