Pure Michigan, the state’s award-winning tourism brand, is expanding its reach.
The agency will partner with Michigan businesses, communities and economic development groups to offer marketing and public relations help. About $1 million has been set aside for the program.
Michigan Economic Development Corporation President and CEO Michael Finney first announced the move in August at an automotive event, saying that car-related companies have shown interest in partnering with the brand.
“The Pure Michigan brand has been an extraordinary success, playing a vital role in growing Michigan’s tourism industry and overall economy,” said Leslie Hornung, MEDC senior vice president of marketing and communications. “The 2013 Pure Michigan Business Marketing Partnership program will build on the Pure Michigan brand by promoting Michigan to the business world so that everyone can see our state for what it really is — a success story in the making for successful businesses.”
The state already has let companies such as the Kroger Co. and Grand Rapids-based Meijer use the “Pure Michigan” brand in a state milk industry TV ad. Hornung said about 400 companies use the Pure Michigan logo in their branding.
Now, though, selected businesses will be offered customizable national advertising campaigns that target automotive, advanced manufacturing, water, medical devices, IT, and logistics sectors, as well as employee recruitment. Partners will also have options for earned media, social media and messaging packages.
Hornung said the MEDC will match any money invested by the various partner companies. No businesses have yet been selected, she said.