GRAND RAPIDS, Mich. (WOOD) - People across the nation will see in a new Pure Michigan commercial why Grand Rapids is a popular visitor destination.
Experience Grand Rapids is one of five national partners with Pure Michigan and invested $500,000 in a $1 million national campaign, doubling its 2012 investment, according to a news release.
The 2013 Grand Rapids Pure Michigan commercial, narrated by Tim Allen, was launched Monday morning and features the visitor experience of Grand Rapids including dining, craft beer and art.
Watch the new commercial here via YouTube --
The commercial will air on 10 national networks -- HGTV, Cooking Channel, Bravo, Food Network, TLC, Oxygen, WE tv, OWN, Travel Channel, and The Weather Channel -- for three weeks.
The new Grand Rapids ad is part of the $13 million 2013 Pure Michigan campaign. The state says it is the largest budget dedicated to promoting tourism in Michigan nationally.
"Grand Rapids' creative energy, diverse culture and scenic beauty make this the perfect destination for a summer vacation," said Doug Small, president of Experience Grand Rapids. "Partnering with Pure Michigan on a national level was the next step for our city. The continued momentum behind this advertising campaign will help with our continued successes in marketing this area to out-of-state visitors."
Officials said Pure Michigan attracted 3.8 million out-of-state visitors to the state, who spent a record high of $1.1 billion at Michigan businesses.
The 2012 Grand Rapids Pure Michigan regional marketing campaign, conducted by Longwoods International, attracted an incremental 381,100 visits to the area yielding a local impact on the economy of $101.5 million.
The research study indicates the awareness and recall of the Grand Rapids television commercial increased substantially following the second year of the campaign.
The value of tourism continues to grow in Kent County with hotel room revenue at an all-time high of $127 million during 2012. This figure is 11.1 percent higher than the previous record set in 2011, exceeding both Michigan's (7.7 percent) and the nation's (7.3 percent) gains.
"The time is right for Grand Rapids to increase its awareness nationally," said Small. "With the addition of Southwest Airlines, retaining the title of BeerCity USA 2013 and the increased growth in our metro population, there is an amplified momentum in Grand Rapids and it couldn't be a better time to ramp up our marketing efforts. We look forward to the positive impact this national campaign will have on our whole community and an abundance of new, economic development opportunities that far transcend tourism."
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