The state's new economic development chief says the 'Pure Michigan' tourism campaign will now also be used to also market the state to business leaders. Michael Finney was confirmed this week as the new CEO of the Michigan Economic Development Corporation.
He says "Pure Michigan" has become widely recognized by the public, including business decision-makers.
"'Pure Michigan' is a wonderful brand. It's a brand that can represent so many different things in our state. We can be 'Pure Michigan' across all the tourism platforms, but a store that produces dried cherries can also use that tagline of 'Pure Michigan' cherries, so we want to find ways to use that as a brand that represents both tourism and business in our state," he says.
Finney says the brand can also be used to market the state to manufacturing and other industries. He says that won't boost the Pure Michigan ad budget.
"The business side of marketing is not as so much advertising as it is public relations," he says. "It's using social media. It's using peer-to-peer advertising. It's using, frankly, just PR, and so we're going to spend a lot of the business marketing resources on PR and some of these other tactics that I just described, as opposed to just pure advertising."
The MEDC will retire the "Upper Hand" campaign that's currently used to market the state as a business location.