One of the things Gov. Granholm proposed in her State of the State speech was to restore the funding for the award winning Pure Michigan ad campaign. As if on cue, a new study commissioned by the Michigan Economic Development Corporation has concluded that the campaign drove half a billion dollars worth of economic activity into the state. The Detroit Free Press reports:
A new study shows the acclaimed Pure Michigan television ad campaign, with the voice of actor Tim Allen, lured two million visitors from around the U.S. and Ontario to Michigan last year, and they spent $500 million in the state.
Of those travelers, 680,000 came from outside the Great Lakes region, according to the survey by Longwoods International, a Toronto-based tourism research firm.
The study is a lobbying boost for Michigan’s tourism industry, which hopes to convince state lawmakers to restore $30 million for the award-winning ad campaign, the same amount spent last year. Funding has dwindled to $5.4 million this year because of the state budget shortages.
But some lawmakers are reluctant to spend money on tourism ads when the state faces a $1.7-billion deficit next fiscal year.
That reluctance is, as the old saying goes, penny wise and pound foolish.