With the success of 2011, two of Michigan’s best-known brands – Michigan International Speedway and Pure Michigan – are again teaming up to host the Pure Michigan 400 NASCAR Sprint Cup Series race at MIS on Sunday, August 19.
The three-year partnership was announced Wednesday at the North American International Auto Show with two of NASCAR’s most popular and successful drivers, Ryan Newman and Sam Hornish Jr.
The three-year partnership between MIS and Pure Michigan is a continuation of what started in 2011, and the first time a state’s branding agency sponsored NASCAR’s premier stock car series. The inaugural Pure Michigan 400 in 2011 received overwhelmingly positive feedback from fans and tourists alike.
"As we began expanding the Pure Michigan brand beyond travel in 2011, our public and private partners quickly found the power of Pure Michigan to help all of us market Michigan and grow our economy," said MEDC President and CEO Michael A. Finney. "Pure Michigan tells the story of the people, places and treasures that are uniquely Michigan and MIS is part of that story."
Another example of a new Pure Michigan partnership announced earlier today: a collaboration with the state Department of Natural Resources (DNR) and Holland, Mich.-based Hudsonville Creamery & Ice Cream Co. to develop a Pure Michigan ice cream flavor and take it across Michigan this summer in a Pure Michigan RV that will share the flavor and help DNR promote its parks and recreation programs including its Recreation 101 program and the Recreation Passport.
"The Pure Michigan 400 has proven to be an effective way to bring the Pure Michigan message to 75 million NASCAR fans nationwide,"’ said George Zimmermann, Vice President for Travel Michigan at MEDC. "We encourage NASCAR fans from all over the U.S. to join us in Michigan for great racing at an outstanding track this summer."
One of Pure Michigan's main goals is to attract visitors and investments to Michigan. The title sponsorship of the Pure Michigan 400 in 2011 introduced the Pure Michigan branding message to 75 million NASCAR fans nationwide. This followed the $11.5 million Pure Michigan national cable television advertising buy on the air from March 14, 2011, through early July.
'The key to the success of our partnership in 2011 was Pure Michigan and MIS had, and still has to this day, similar goals: We both want people to come to this state and see all the wonderful things it has to offer – beautiful landscapes, fun activities year-round and awesome NASCAR racing," said MIS President Roger Curtis. "That has always been our brand and that message resonated with all our guests that MIS IS Michigan. We just fit."