City rolls out Pure Michigan! campaign preview with new radio spot
People in Michigan and elsewhere are increasingly recognizing the pull of comedian Tim Allen’s voice and a familiar strain of music in the Pure Michigan! campaign on television and radio. Tecumseh now has its own radio narrative inviting visitors to the trails and natural beauty of the city and its surrounding area, and officials are ready to share the spot with locals. It will be launched as a feature statewide in April as part of the Pure Michigan! spring/summer season.
“I’m thrilled with it,” said Tecumseh Economic Development Director Paula Holtz, who has helped spearhead the campaign along with City Manager Kevin Welch and a marketing committee made up of community stakeholders. “To me, it’s not even specifically about what they say in these spots; it’s about the feelings they evoke,” Holtz said. “When you listen to these advertisements and hear the music, it touches on the emotional and it’s somehow nostalgic. It makes me think about wanting to go to wherever they’re talking about.”
Welch said that the radio campaign is really the result of what started as a community partnership around five years ago to explore ways that Tecumseh and the surrounding community could collectively market the community.
“This was really a community driven project between the schools, the library, local businesses, the chamber and others,” he said. “It’s not just about the city. It was a cooperative effort.”
The marketing committee met with Ken Yarsevich, Advertising Specialist with Travel Michigan, in April of 2012 to discuss being a part of the Pure Michigan! campaign. Pure Michigan! is part of the Michigan Economic Development Corporation and works to drive inquiries about state tourism destinations to michigan.org.
Various businesses and other entities contributed toward the $25,000 that would help direct the reach of the campaign in its marketing efforts. How far away the city will be marketed is still being worked out, Holtz said. A contingent of Travel Michigan’s creative team, which included members of the McCann Erickson firm, then visited Tecumseh to get a flavor for what the community had to offer before crafting a script.
“We had good, positive feedback on the script,” said Holtz, who said there was sure to be more feedback once people begin to hear the Tecumseh narrative, which can be found as a link on the Tecumseh Herald website.
Holtz said the marketing group originally planned for the campaign to feature fall activities, since the community has a lot going on then, but learned that the spring/summer campaign actually offered a longer timeframe for the marketing effort.
“Being part of the spring/summer campaign really gets us the best bang for our buck,” she said. “This way our ad will be featured from April through August when it will be on the michigan.org website. And we hope it will be a multiple year partnership.”
Holtz said the project involves some ongoing work, such as updating the city’s website to include more local attractions that online browsers could connect to.
“We want to generate some excitement locally now through providing this preview of the radio spot,” said Holtz. “The big splash will happen when it’s unveiled as part of the state campaign in April.”