Nonprofit Experience Grand Rapids promotes Kent County and regional tourism.
Pure Michigan doesn’t directly fund the organization, but matches campaign investments dollar-for-dollar, and historically EXGR has been one of its largest partners, says Senior Vice President of Strategic Initiatives Janet Korn.
“It has really offered us an opportunity to not only grow our investment into some target markets throughout the country but also be able to borrow from the widely recognizable and popular Pure Michigan brand so there's a financial impact, potentially but also just an awareness opportunity lost.”
She notes that the travel and tourism industry is a competitive world.
“If you watch TV or if you look at billboards or you see digital ads, you'll see all kinds of states and places nearby that are inviting you to come and visit them. So, it's a competitive place and Michigan doesn't have a monopoly on tourism, so we need to keep investing in marketing in order to keep the messages and reasons to travel here at the forefront of people’s decision-making.”
Korn anticipates Pure Michigan marketing opportunities will continue, though likely on a slightly smaller scale.
“Then we’ll be filling around as best we can, but we'll have to do that obviously as Experience Grand Rapids, and not as part of the Pure Michigan messaging.”
Korn says Experience Grand Rapids will work with regional community partners promoting travel and area experiences.
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