Published on Monday, January 20, 2014

Cellet Marketing and Public Relations wins brief for Pure Michigan

Cellet Marketing and Public Relations has won an exciting new brief to handle the marketing and public relations for Pure Michigan in its ambitious drive to increase international visitors.

Following a five-year strategic plan for Michigan's tourism industry, this appointment marks a fresh push targeting the UK and Irish markets to elevate its status and promote the state as the destination of choice for travellers in search of an authentic American experience.

The 'Pure Michigan' branding campaign has been a large success domestically since its 2006 debut which was rolled out nationally across the US three years later. Michigan will remain as part of the collaborative Great Lakes USA body that currently work with the UK travel trade and media, however the new injection of funding has allowed for the state to leverage the Pure Michigan brand and make a larger impact with British and Irish holidaymakers.

The State of Michigan is blessed with unspoiled nature entailing hundreds of miles of freshwater coastline, beaches and sand dunes, expansive lakes, state parks, orchards and lighthouses. From the allure of big cities to small seaside towns, Motown music to motor museums, Michigan has all the elements synonymous with the USA's leading holiday hotspots.

Warwickshire based agency, Cellet, will increase Pure Michigan's brand recognition through proactive public relations, direct to consumer campaigns, increasing brochure product and developing a training proposal to educate the trade on the state's offerings.

This follows in the footsteps of Brand USA's mission to grow America's share of the global travel market and increase international visitation to the country.

Managing Director of Cellet Marketing and Public Relations, Yolanda Fletcher, said: "We look forward to launching and building Pure Michigan's profile in the UK. The state boasts a wide range of recreational activities, visitor attractions, music, sports, wineries and accommodation options. In addition, 2014 marks the start of an exciting year celebrating the 50^th anniversary of America's classic sports car, the Ford Mustang, which was created in Detroit, Michigan.

"We will also be helping to market Michigan to the trade in preparation for International Pow Wow (IPW) 2014, the leading USA Travel Marketplace."