Pure Unbelievable

Common Sense Minimized

The current limited spending, limited government groundswell around the country is a wave that many of us find easy to climb on. After all, who doesn’t sometimes feel like screaming, at least a little, when a story about a multi-million dollar government-backed study on the love lives of Grey Ethiopian beetles comes to light? And somehow I’m certain that could be one of the more palatable items on a long, long list of legislative pork. (…don’t really want to hear the items…fingers in ears…la-la-la-la-la…)

But a recent story makes me wonder if some aren’t overreacting to the wave…

Last week the State of Michigan announced that its Pure Michigan image/advertising campaign would be suspended until further notice. Reportedly the money has run out due to the budget cuts the state has had to make. Understandable, especially given the state’s current unemployment situation, troubled education system and deteriorating infrastructure.

Makes sense. Cut the campaign’s funds and transfer them to areas where they’re needed more. But here’s the problem: The program, according to neutral auditors, actually MADE MONEY for the state. Lots of it. In fact, $2.23 was received in state tax revenue for every $1.00 spent.

In addition, what about the other advantages of the image campaign? Tourists go to hotels, eat meals, frequent shops…all the obvious stuff. How about the janitors, the service station attendants, the laundromats, the bookstores, etc.? The positive spread of increased tourism may well be enormous.

Maybe we’re brainwashed into thinking that Michigan industry is exclusively automotive, yet tourism is reported to be the second largest industry in the state, with over $17 billion spent each year (not including all the offshoot expenditures mentioned above). Michigan is huge – the largest state in the country east of the Mississippi – and has the second largest shoreline of any state (3,288 miles, second only to Alaska). Visitors come to our state in all four seasons, each with its own unique beauty.

With so much potential, so much of a need to reduce our reliance on a single industry, and so many obvious advantages, why eliminate something that has everything positive going for it? And, aside from the financial issues, can’t we all benefit from the positive image the state gets when new people visit and discover all the great things that are contrary to what they’ve seen on the news?

Politics.

Come on, legislators, cut the crap. This is a no-brainer. The $17 million is chump change in the big scheme of things. Here’s an image and branding effort that’s not only proven its worth, but opens the doors for numerous other opportunities.

If you agree, consider sending a note or e-mail to your state representatives. If not, hey…at least give the creative strategy a nod for being highly effective. As someone in the business, here’s a toast to the team.

Besides…if the Pure Michigan campaign goes away, what will happen to the Not So Pure Michigan site?  If you’ve never seen it, it’s satirical, self-effacing, somewhat crude, very funny, and incredibly well done: www.notsopuremichigan.com