‘Pure Michigan’ advertising campaign gets $9.5M boost, less than tourism officials wanted

‘Pure Michigan’ tourism campaign gets $9.5M boost

LANSING, Mich. — A campaign that advertises Michigan tourism likely will have to scale back its plans after lawmakers voted Thursday to provide $9.5 million in funding, far less than what officials sought.

The additional funding for the state’s popular Pure Michigan campaign raised its total budget this fiscal year to about $15 million, roughly half of what the campaign received last fiscal year for widespread national advertising.

Tourism officials had hoped to match last year’s funding level, and said the extra money is needed now to promote summer tourism. The television and radio ads promote Michigan’s lakes, shorelines, golf courses, cities and other tourist attractions.

Democrats wanted to give Pure Michigan more than the approved $9.5 million by adding a $2.50 daily charge on vehicles rented at airports, but majority Republicans in the Senate turned down the proposal.

The bill authorizing the funding passed the House and Senate on Thursday. It now heads to Gov. Jennifer Granholm, who is expected to sign the legislation although she wants additional money for Pure Michigan. Liz Boyd, a spokeswoman for the Democratic governor, said Senate Republican leaders are shortchanging the state’s tourism industry.

Sen. Jason Allen, R-Traverse City, said work will continue to find a long-term, stable funding source for Pure Michigan. He and most other lawmakers agree that the program has helped tourism in the state.