Pure Michigan ad campaign found to have created thousands of jobs

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After inconsistent promotion efforts for decades, the Pure Michigan® state promotion campaign began regionally in 2006 and went national in 2009. The powerful and non-traditional storytelling of Pure Michigan® has stimulated 7.2 million trips to Michigan by out-of-state visitors. Those visitors spent $2 billion at Michigan businesses and generated $138 million in new tax revenue for Michigan – more than three times the cost of the advertising itself.

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In 2010, the second year of national Pure Michigan® advertising, spending by out-of-state leisure visitors jumped 21%, from 2009 to $6.4 billion. At the same time, Michigan tourism-related employment rose by 10,000 jobs. While facing a large deficit and forcing significant cuts to entitlement programs, Michigan Governor Rick Snyder nonetheless added $10 million in additional funding to the Pure Michigan® campaign in 2011, stating: “It brought in more tax revenue than it has cost our state.”