The Greater Lansing Convention and Visitors Bureau (CVB) spent $30,000 to get $60,000 worth of focus on the area from the Pure Michigan tourism campaign in May and June.
But the Capital region got more than television ads and a website. It got exposure through the entire Michigan.org network, including its social media use of Twitter, Facebook page with 15,000 fans, and Flickr, with 5,000 photos uploaded.
In fact, Michigan’s tourism website took the top spot in a social media study conducted by Gammet Interactive.
“Social media allows us to get the Pure Michigan message out to potential visitors on other platforms,” says George Zimmermann, of Travel Michigan, the business unit of the Michigan Economic Development Corporation.
Furthermore, there is now a Pure Michigan blog, Pure Michigan Connect.
“People love inside stuff. In an entry called ‘It’s a Wrap,’ we covered our own film shoot talking with the crew and people working behind the scenes,” Zimmermann says.
Last year, Forbes magazine ranked the Pure Michigan effort among the 10 best tourism programs ever.
But results are what matter. Zimmermann computes the campaign has generated nearly five million visitor trips to Michigan. Each advertising dollar spent puts $2.86 in the state, he says.
Results have been good, but Zimmermann isn't finished. He says his goal is to make Michigan the top American vacation destination.
Source: George Zimmermann, Travel Michigan
Gretchen Cochran, Innovation & Jobs editor, may be reached here.
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