Our state's (easily parodied
) "Pure Michigan" travel campaign has long touted Michigan's more outdoorsy amenities. But next year, Detroit will get some long-overdue love.
According to Crains Detroit Business
, the Motor City will be the star of a 30-second national television commercial due in spring 2016. As with the rest of Pure Michigan's ads, actor (and Michigan native) Tim Allen will provide the voiceover.
Travel Michigan vice president Dave Lorenz tells Crains
that the Detroit ad will differ in tone from the rest of the campaigns ads by being "more visually edgy, with close-up cuts and a faster pace meant to mimic Detroit’s urban vibe."
reports that the Detroit TV spot will be part of a roughly $12 million national ad buy.
Of course, it's kind of a bummer that our state's spiritual capital is only now
getting promoted. It seems like Travel Michigan missed an opportunity to write the "comeback city" narrative — instead of following it.