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A focus on Detroit and a website update are part of the plan for Michigan’s popular travel ad campaign — Pure Michigan — in 2016.
Dave Lorenz of Travel Michigan says a challenge for the state’s travel industry has been negative perceptions about its biggest city.
So, he says, the Pure Michigan campaign will work on changing those perceptions about Detroit with a “Comeback City” campaign.
Lorenz says they are also looking to revamp the Michigan-dot-org website.
He says they want a site that focuses on motivations for travel like, road trips, craft beer and food.
Lorenz says they also want to add a multi-season search to allow someone to search for winter travel ideas during the summer and vice versa.
Michigan-dot-org is the top state travel website in the country and the second most popular in the world, behind Australia. About 10 million people visited Michigan’s travel site last year.
