Pure Michigan’s New Detroit-focused TV Campaign Airs Sunday Before Tigers Game


The state’s Pure Michigan campaign will unveil its newest commercial — which focuses on Detroit’s comeback — prior to the start of the televised Detroit Tigers game Sunday at Comerica Park.

“We feel that not only are we ready as a brand to get to that next level — be more urban-based — but Detroit’s ready for us to tell the world, ‘Look at America’s great comeback city — it’s not just a slogan, it’s really happening, and you should come see it while it’s happening because it’s pretty awesome,” said Dave Lorenz, vice president of Travel Michigan, a division of the Michigan Economic Development Corp., in an interview in Hour Detroit’s upcoming May issue. “That’s going to be a big part of our message this coming year and into the future.”

The advertisement is scheduled to air immediately prior to the start of the game against the New York Yankees at 8:10 p.m. The game will be broadcast on ESPN.

Bill Bohde, senior vice president of sales and marketing of the Detroit Metro Convention and Visitors Bureau, said in an interview with Hour Detroit magazine, that the commercial has an economic-driven message.

“We do believe that if people understand the investment being made — not just from the tourism eyes but from the investment overall — that it will change the perception and image of our city, and therefore (lead to) greater visitation both for leisure travelers as well as meeting planners,” Bohde said. “It’s going to be impactful.”

Bohde said the commercial will air domestically, and target viewers within a six-hour drive range of Detroit.

Pure Michigan’s focus on Detroit in 2016 was first announced last October.

Last month, Pure Michigan released three new television commercials that are running on national cable channels through June. The ads feature destinations including Mackinac Bridge, Trattoria Stella in Traverse City, Selden Standard in Detroit, and Empire Hops Farm in northern Michigan.