PURE MICHIGAN $$$: Hotel Occupancy, Average Daily Rate Soaring
February 28, 2013
By: Dave Rogers
Pure Michigan's George Zimmerman is smiling for a good reason.
Today, Michigan and the Midwest; tomorrow, the world -- that's the Michigan tourism goal.
The Pure Michigan campaign reports good news.
And, Gov. Rick Snyder has proposed a $4 million funding increase for Pure Michigan.
The effectiveness of the advertising campaign is reflected in Michigan hotel occupancy rate of 45.7 percent, the best hotel occupancy rate for January since at least 2004, when Smith Travel Research first started tracking this data.
January's average daily rate (ADR) for Michigan hotels was $84.29, up from $80.04 in January of 2012.
And revenue per available hotel room (RevPAR) was $38.56, up from $35.08 in January 2012 and also a January record since 2004.
Said Pure Michigan's George Zimmerman: "We are off to a great start in 2013!"
The Lansing State Journal reports: "Pure Michigan is everywhere. It's on tour buses in Chicago and on 'The Tonight Show with Jay Leno' and on the radio and, soon, it will be on Michigan license plates.
"Since the travel campaign kicked off nearly seven years ago, the ubiquitous, feel-good TV spots of sunsets and Tim Allen's voice have become a national brand. Which is just how George Zimmerman likes it."
Zimmermann is vice president of Travel Michigan, the tourism arm of the Michigan Economic Development Corp. that directs the popular tourism marketing strategy.
Pure Michigan aims to move beyond regional markets -- attracting visitors from Michigan and other Great Lakes states -- and into national markets.
Pure Michigan bought 5,000 television commercials in national audiences, Zimmermann said. Plans are to reach out soon to Toronto, Ontario, Canada, as well as new markets in Europe and Asia.
Market research has shown Pure Michigan works, Zimmermann said: "People who have seen the ads generally have a more positive image of the state than people who haven't. And, he said, the ads were directly responsible for motivating 3.2 million trips to Michigan in 2011.
Q: Why do you think the Pure Michigan campaign is so beloved by Michiganders?
A: "When Pure Michigan launched in 2006, things weren't very good in Michigan. Pure Michigan launched at a time when Michigan really needed it.
"The emails we got from Michiganders in particular often mentioned the word 'proud' or 'pride.' That pride thing was part of it, too.
"We felt good about it. When we were doing the launch, we felt like it was really good work and it would be effective. But you never really know until you launch it."
Q: You're gearing up for a major national television campaign this year. What markets do you hope to reach?
A: "Those visitors that come from farther away tend to stay longer and spend more. Due south of us has a lot of potential because their summers are so hot."
"The BUZZ" - Read Feedback From Readers!
On March 04, 2013
at 07:02 AM
PURE MICHIGAN WOULD HAVE MORE MEANING IF WE ACTUALLY CHANGED AIR LAWS AND BEGAN WATER CLEAN UP IN ERNEST . I CAN NOT SUPPORT ANYONE, GOVERNOR ON DOWN, THAT WOULD SUPPORT BUILDING CONDOMINIUMS ON PUBLIC BEACHES FOR A TEMPORARY TAX INFUSION . SACRIFICING THE PURE ESSENCE OF MICHIGAN FOR EVER GREEDIER FOLKS IS A MISTAKE ....
Dave Rogers is a former editorial writer for the Bay City Times and a widely read,
respected journalist/writer in and around Bay City.
(Contact Dave Via Email at firstname.lastname@example.org)
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