Michigan Tourism Stays Home




Brogan & Partners Keeps $13 Mil. Account
DETROIT–Brogan & Partners has kept the Michigan Economic Development Corp. account, which includes Travel Michigan.
The Detroit agency has had the state business for eight years. The contract’s terms mandated a rebid, said Bonnie Folster, partner and executive creative director at the agency.
Also pitching were D’Arcy Masius Benton & Bowles, Troy, Mich.; Mars Advertising, Southfield, Mich., and McCann-Erickson, Troy, which partnered with Shandwick Detroit, whose offices are in Southfield.
Brogan was awarded a two-year contract with an option for a two-year extension. The contract is worth $13 million annually, with $8 million going to state tourism and $5 million to attracting businesses to the state.
Three years ago, Brogan launched a new slogan and rebranding effort for the tourism department. The “Great Lakes. Great times” effort included a new state logo and a multimedia campaign.
Up next is a ski and snowmobile campaign that will appear in enthusiast publications, Folster said. Direct mail and Internet ads are also planned. “We’ve become extremely strategic and narrowly focused” in the winter-themed campaigns, she said.
Research may change some of the cities targeted in future tourism campaigns for spring and summer, she added.