The Economist looks at Michigan's tourism efforts

Michigan spent a large sum of cash promoting itself not only to its own Michiganders but to those outside the Mitten. Numbers have been mixed but, as The Economist says, at the very least the campaign has made Michigan look spectacular.

Excerpt:

A $10M tourism campaign, aired on national television from March to June, was the state's most ambitious yet. Though Michigan faces a $1.7 billion deficit, new bills propose to raise money for more promotion.

As Michigan's manufacturing economy—led by the carmakers in Detroit—has faltered, the state has turned to tourism as a possible source of growth. The budget for promoting it grew from less than $6M in 2005 to $30M this year, thanks largely to a one-off infusion of cash from a tobacco settlement. In 2006 the slogan, "Great Lakes Great Times", was replaced by a glossy new campaign for "Pure Michigan". Historically, 70% of tourists have come from within the state. This year’s national ads were part of a bid to lure distant visitors with rather fatter wallets.

...

At the very least, the campaign, which has been widely praised for its lovely look, provided a small boost to the state's image. One ad made even Detroit seem lovely, with a narrator cooing: "It seems when we get to a place where no one knows us, we become most ourselves." Michigan may not have found itself quite yet, but it is doing its best.

Read the entire article here.