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Wednesday, 25 March 2015 09:13

Analysis: Pure Michigan campaign drives record tourism spending, ROI in 2014

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Michigan’s tourism industry grew to a record $22.8 billion in 2014, generating a higher return on investment for the state’s Pure Michigan campaign, according to an annual analysis

The $12.4 million the state spent last year on regional and national ad campaigns using the Pure Michigan brand generated 4.1 million trips by out-of-state travelers, $1.21 billion in new visitor spending and $85.3 million in states tax revenues, Longwoods International concluded in an annual analysis of the Pure Michigan campaign.

That equates to an overall $6.87 return on investment in tax revenue for the state – up from $6.66 in 2013 – for every dollar spent on promoting Michigan as a travel destination.

“Investments in Pure Michigan continue to drive new visitors and new spending to the state,” said David West, vice president of Travel Michigan, a unit of the Michigan Economic Development Corp. “Our tourism industry and Pure Michigan brand are stronger than ever, and we look forward to even bigger things in the years to come.”

An $8.7 million ad campaign in the Great Lakes region generated 2.2 million visits, $569.0 million in new visitor spending and $39.8 million in state tax revenues for an ROI of $10.69, according to Longwoods International.

A national campaign is credited with drawing 1.9 million visits, $650.4 million in new visitor spending and $45.5 million in state tax revenue to generate an ROI of $5.23.

Longwoods International estimates that since launching in 2006, the Pure Michigan brand has generated an ROI of $4.81 on the $95.4 million spent on the campaign, as well as 22.4 million trips and $6.55 billion in new visitor spending.

For 2015, Travel Michigan plans to spend $12 million on the Pure Michigan campaign. The national campaign includes TV ads that will air more than 5,000 times through early June on ABC’s “Good Morning America,” NBC’s “Today Show,” and national cable channels. The budget includes $2 million from four national partners – Ann Arbor, Grand Rapids, Great Lakes Bay Region and Traverse City.

Read 3909 times Last modified on Friday, 27 March 2015 16:56

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