This is one of three new ads that Travel Michigan will run on a national cable buy slated to start the first week in May. Visitors from outside the Great Lakes region spend 37% more per trip on average, so this move will bring us more bang for the buck, so to speak. Just in time too, as people are making their plans for summer vacation, maybe breathing a little easier and willing to spend on a trip now that the economic recovery appears to be taking hold. If so, we should be poised to be in the right place at the right time - although it's a shame that our lawmakers wouldn't fund this campaign to the full amount so we could take better advantage of this upswing in consumer confidence.
But that's just more of the "noise" of my daily life, and this ad beckons me to set all of that aside, if only for awhile, and get out there and relax and enjoy this beautiful state.
That's how I know it works.