Henry Ford to Partner with Pure Michigan on National Ad Campaign

More than just the site for to continue funding of the Pure Michigan campaign, Gov. Rick Snyder announced Thursday in Dearborn that will also be at the forefront of the campaign’s newest national advertising initiative.

In front of a room full of local dignitaries, politicians, tourism and travel industry workers, and even Dearborn students, Gov. Snyder signed legislation Thursday at Henry Ford Museum that will funnel an extra $10 million into the Pure Michigan campaign. The addition brings the total amount of FY 2011 funding for the project to $25 million.

The money, said Snyder at the event, will be put to work immediately–starting with a national advertising campaign that begins Monday. And at the front of that campaign are two partners: Mackinac Island and The Henry Ford.

Dearborn Mayor Jack O’Reilly was thrilled to hear that news.

“We’re really pleased because it means that (The Henry Ford) is basically leveraging their money to get greater exposure and get an opportunity to track more people here,” he said. “It’s the synergy. If people decide to come to The Henry Ford, it’s good for Michigan. If people come to Michigan, it’s good for The Henry Ford.

“It’s really a wonderful partnership.”

Snyder relayed statistics to viewers of the signing, saying that there’s ample proof that Pure Michigan has helped Michigan’s economy, making the continuation of its funding a black-and-white decision from his standpoint.

“In terms of looking at legislation and doing the right thing, Pure Michigan was an easy case,” Snyder said. “Pure Michigan has been one of the success stories in the state for a number of years. It’s done wonderful things. It has helped attract over 7 million people to our state, created over $200 billion in commerce, and it’s been a program that actually brought in more tax revenue than it’s cost our state.”

A consistent funding source, Snyder added, has been the one thing the Pure Michigan campaign has lacked. Last summer, $5.4 million was cut from the campaign’s budget, causing its fall advertising efforts to be slashed.

Now, said Snyder, Pure Michigan and its affiliates will be able to plan ahead, knowing that their funding is secure.

“It’s been recognized as one of the top 10 campaigns for tourism in the country, and it just needs to continue,” he said. “It had everything going for it except consistent funding, and that’s what this was all about.”

Dearborn leaders believe that the continuation of Pure Michigan’s efforts will help bring tourism dollars to the city–both at The Henry Ford and beyond.

“It has certainly had an impact on Michigan,” Mayor O’Reilly said. “And anybody coming to Michigan, if they’re doing their research to see what they can do while they’re in Michigan, The Henry Ford is clearly a place where you go, ‘Wait a minute–I have to see that.’”

And what’s good for Dearborn’s tourist attractions is good for the city’s businesses, commented Dearborn Chamber of Commerce President Jennifer Giering.

“Travel and tourism is very key component to the city of Dearborn,” she said. “We have corporate headquarters here in our town, we’re a college town, but we’re also a visitor destination with over 1.5 million visitors coming to Dearborn each year.

“It’s really important to the vibrant economy here in Dearborn that we keep promoting Michigan and all the great things that we have to offer.”