Newest Pure Michigan campaign touts Detroit's comeback

City's comeback story begins airing Monday

By Dawn Jorgenson - Graham Media Group

DETROIT - Pure Michigan's campaign to highlight Detroit's big comeback story begins airing Monday.

A 30-second version commercial that will also run as a YouTube non-skippable ad is estimated to general 7.9 million impressions.

Not only is the 60-second Soul spot being featured on a new Detroit landing page -- -- along with other stories and content, the digital campaign will run with TIME, highlighting the Detroit Comeback.

The content on is expected to reach 11 million people.

“This is more than a leisure travel campaign – this is really about challenging and shifting people’s perceptions of Detroit and celebrating America’s great comeback story,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corp. “We want people across the state, the nation and around the world to see Detroit for what it really is – a vibrant city with hard working, passionate people; a place where old and new are uniting in unexpected ways; and, a place where creative minds meet an industrial spirit to forge a new chapter for the city.”

At the American Coney Island downtown, many were pleased that a national ad campaign would market Detroit's comeback, but some voiced concern, saying they hope new tourism dollars will funnel throughout the entire city and not just stay in the downtown area.

The Pure Michigan ads have become one of the best state tourism campaigns in the country. The ads have won consecutive TV and radio awards for years. This is the first time Pure Michigan has put the spotlight on Detroit.

“Detroit is the gateway city to the entire state and it is important that travelers know its potential as a visitor destination,” said Larry Alexander, the CEO of Detroit Metro Convention and Visitors Bureau. “Our city is experiencing an unprecedented comeback and there is no better time for travelers to visit. Travel Michigan’s new advertising campaign is the perfect opportunity to tell our comeback story to the world.”

In 2011, the Pure Michigan ad campaign attracted more than 3 million tourists, who paid more than $70 million in Michigan taxes. Spending that could only speed up Detroit's race back to the top.

The Detroit Tigers have also partnered with Travel Michigan for several promotions, including Pure Michigan Day at Comerica Park on June 6, where fans will have an opportunity to showcase their Michigan pride as the Tigers take on the Toronto Blue Jays.

“The Detroit Tigers have been terrific in finding creative ways to support our efforts to showcase Detroit and help spread awareness of the Pure Michigan brand,” Lorenz said. “The home games, and other events at Comerica, motivate people to travel to metro Detroit. Our goal with this new campaign is to inspire those visitors to stay for a meal, to visit a museum or even make it a weekend getaway.”

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