Lakeshore leaders say Pure Michigan campaign drew summer visitors, despite cloudy weather

Though the summer was cool and rainy, tourism leaders say vacationers still flocked to the lakeshore this year in healthy numbers.  They credit the state's award-winning Pure Michigan national ad campaign for bringing in a greater mix of visitors, including those from Kansas, Iowa, Nebraska, Europe, New Zealand and Australia.

After the Pure Michigan campaign launched nationally in April, hits on the Holland Area Convention & Visitors Bureau's website jumped 81 percent, according to Sally Laukitis, the bureau's executive director. Occupancy rates at Holland area hotels and bed and breakfasts were up almost 9 percent in August, 6.5 percent in July and 4.4 percent in June

According to excerpts from the story:
"That was a huge boon in terms of awareness. Obviously the message resonated with people," Laukitis told MiBiz. Holland has teamed up with eight other communities for the Michigan Beach Towns public relations campaign tied to the Pure Michigan campaign that advertises in the Chicago market. Laukitis said the radio and television messages of Pure Michigan create nostalgia and a lot of interest to bring in many new visitors to West Michigan.

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