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"Pure Michigan" campaign returns in January

By Laura Weber, Michigan Public Radio Network

Lansing, MI – The "Pure Michigan" winter ad campaign will air regionally in January. The television campaign was almost lost because of a deadlock at the state Capitol over funding. But lawmakers came to a deal and approved $10 million for "Pure Michigan" a couple weeks ago.

Travel Michigan vice president George Zimmerman says the ad campaign is a winning investment for Michigan that pulls in more money than it costs.

"You know, ever since we've had that data that demonstrates the return on investment, it's been a bit of a no-brainer to us, because that makes money for the state," says Zimmerman. "But saying that I mean legislators, there are going to be a lot of new members, they don't really know the story of 'Pure Michigan,' they don't know the research. So we're going to have our work cut out for us I'm sure educating them."

Zimmerman says the money approved by the legislature is a good start, but won't keep "Pure Michigan" running through all of 2011. He says tourism officials will go to work with lawmakers on a permanent plan to fund the campaign.

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