$25 million Pure Michigan account in play: Hal Riney either smiles or rolls over in his grave
Steve’s breakdown: Three things: A) Even though the “Pure” campaign is channeling Hal Riney’s Cleo winning “It’s Morning in America” spot, this campaign featuring Tim Allen has been doing very well. So who ever the winning agency is they will be inheriting a strong foundation.
B) This is actually two accounts in review: One for tourism and one for marketing the state as a business destination.
C) On June 27th we reported Michigan Strategic Fund issues Public Relations RFP
LANSING, MI: The state is seeking bids on a three-year contract to do the creative advertising work on its Pure Michigan tourism campaign, the Michigan Economic Development Corp. and Michigan Strategic Fund said in a statement late Thursday.
That state has budgeted $25 million for Pure Michigan. The contract would include two one-year options.
There are two bids: One for tourism and one to marketing the state as a business destination.
The work has been handled since 2006 by the Birmingham office of McCann Erickson, and the advertising agency is expected to bid on the new contract. The old deal expires on Sept. 30.
McCann is getting $2.28 million this year to do the campaign’s creative work.
The award-winning campaign is best known for its television and radio spots featuring Michigan native Tim Allen doing voice-over narratives touting the state’s attractions.
In August, Weber Shandwick was awarded a three-year, $5.63 million contract to handle the Web, media, public relations and digital marketing work for Pure Michigan.
The state has an option to renew the deal for an additional two years.
Weber Shandwick is the sister agency of McCann Erickson.
Both agencies are part of McCann Worldgroup and are in the Jacobson’s building office. McCann Worldgroup is owned by the global advertising mega-holding company Interpublic Group of Cos. Inc. in New York City.