Skift Take
The ROI on tourism ad campaigns and the resultant visitors and spend is still an evolving art, not a science, despite whatever the research agencies paid to say it show. Pure Michigan has certainly been a success story, but a brand refresh every few years isn't a bad idea.
Is the Pure Michigan campaign reaching a saturation point in the Midwest?
Although the glistening ad campaign drew 2.3 million new visitors from the Great Lakes region last year, the "return on investment" -- how many visitor dollars you get versus how much you spend on the ads to get them -- is falling.
The state took in $8.06 in visitor spending and taxes for every regional ad dollar spent in 2012 compared to $9.85 in 2011, new state data show.
It represents a slight weakness in a campaign whose returns have been only up, up, up since the slogan was introduced in 2006.
This morning, only good news was mentioned at the upbeat Pure Michigan Governor's Conference on Tourism at the Renaissance Center in Detroit, where hundreds of tourism industry officials and business owners have gathered for three days o
