As part of the partnership, today Michigan Blood is launching a television advertisement campaign as part of World Blood Donor Day. The spots feature the "Pure Michigan" logo and are intended to reinforce Michigan's Blood's "local first" focus and remind people to donate during the typically lean summer travel season.
At first blush, what seems an unlikely partnership makes sense when the you consider both organizations have a Michigan-centric focus, say Michigan Blood officials who approached the state with the concept.
"Pure Michigan started off as a travel and tourism brand that gained all this national recognition," said Michigan Blood spokesman Nick Wasmiller. "What you're seeing now is that shift toward connecting with a community cause they believe stands for Michigan pride and all things that make Michigan a great place to live."
Michigan Blood collects donations from local residents and serves 31 hospitals across the state. "We make sure Michigan's taken care of for all their blood needs," Wasmiller said.
Dave Lorenz, spokesman for Travel Michigan, said the state is very selective about the entities they partner with and allow to use their brand. "It makes sense to us," Lorenz said. "(Michigan Blood) is kind of the essence of Pure Michigan because they serve the community in very personal way." The ad campaign is also intended to call attention to the need for blood donation in the summer months.
“Summer is the toughest season to connect with donors,” said Michigan Blood President and CEO Bill Rietscha. “People are busy being away from their schools or places of work."
The television spots will run in markets across the state and feature footage from previous Pure Michigan campaigns.
Watch a video of the first ad below:
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