Ann Arbor SPARK and the Ann Arbor Area Convention and Visitors Bureau (CVB), in collaboration with the Michigan Economic Development Corporation (MEDC) and the Ypsilanti Area CVB, are leading a new $1 million Pure Michigan advertising campaign that promotes the region, nationally. The unique pilot program will market Washtenaw County by leveraging key tourism and economic development assets.
The multimedia campaign is supported by $500,000 from MEDC’s Pure Michigan initiative and more than $400,000 from the Ann Arbor Area Convention and Visitors Bureau’s marketing fund. It will include national television advertising, articles on the Pure Michigan website, and a promotional video on the Ann Arbor SPARK website. Ann Arbor SPARK and its partners will also organize a press tour of the region for journalists from around the country.
“The time is absolutely right to promote Ann Arbor: There’s growing buzz, nationally, and partnering with Pure Michigan opens up marketing opportunities that would be cost-prohibitive for the region on its own,” said Paul Krutko, president and CEO of Ann Arbor SPARK. “National media is taking note of the qualities that make Ann Arbor a destination where people and businesses can thrive. This collaborative marketing effort promotes one of the state’s shining economic stars.”
Through its economic development activities, Ann Arbor SPARK promotes the broader Washtenaw County area as a destination where people want to live and work, and where businesses want to relocate and expand.
This new effort follows three years of the Ann Arbor Area CVB and the Ypsilanti Area CVB successfully marketing the Ann Arbor area through the MEDC Pure Michigan campaign. “This pilot program gives us an opportunity to reach a much larger audience than we have previously with our regional campaigns. It’s exciting to showcase Washtenaw County on a national platform, extending to bigger markets such as Chicago and New York,” said Mary Kerr, president of the Ann Arbor Area CVB. “Ann Arbor has world-class cultural offerings, excellent dining and entertainment, combined with family-friendly recreational opportunities. It’s a great place to visit, a great place to live, and a great place to do business. This collaborative marketing effort helps us tell this important story to a broader audience and attract positive attention to the Ann Arbor area.”
“Like tourism marketing, economic development attracts attention to what Ann Arbor has to offer, and creates demand for Ann Arbor as a destination; both are about people: Tourists, visitors, students, families, business owners, job-seekers,” said Donna Doleman, Ann Arbor SPARK vice president, marketing and talent. “Businesses want to locate in a desirable location where they can hire and attract workers, including those who would relocate for a job. This new marketing partnership allows us to scale and amplify our economic development and business attraction efforts.”
To support the campaign, MEDC will contribute $500,000 from its Pure Michigan funds, with a matching amount from the Ann Arbor Area Convention and Visitors Bureau, the Ypsilanti Area Convention and Visitors Bureau, and Ann Arbor SPARK.