Pure Michigan 400 partnership gets the green flag

Pure Michigan 400
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Two of Michigan’s best-known brands – Michigan International Speedway and Pure Michigan – are extending their partnership to host the Pure Michigan 400 NASCAR Sprint Cup Series race on Sunday, August 16, 2015.

“MIS is a premier Michigan destination with a strong tradition of promoting the tremendous assets our state has to offer businesses, residents and visitors alike,” said Lt. Governor Brian Calley. “We have seen great success with the Pure Michigan 400 in the past four years, and look forward to this next chapter in the partnership.”

Since 2011, the Pure Michigan 400 has proved to be an effective way to bring the Pure Michigan message to 75 million NASCAR fans nationwide. Further brand exposure has resulted from working with nationally recognized grand marshals, including Desmond Howard, Kid Rock, Carter Oosterhouse and Amy Smart and Olympic gold medalists Charlie White and Meryl Davis.  Additionally, MEDC has been able to use the event to host business leaders and national site selectors to showcase the quality of life Michigan has to offer.

“The Pure Michigan 400 is an opportunity to showcase all Michigan has to offer – from car culture and outdoor recreation to top destinations like MIS,” said Michael A. Finney, President and CEO of the MEDC. “Race day at MIS helps build on the sense of place that is Michigan and we are excited to be joining efforts to highlight Pure Michigan at the track and beyond for another year.”

Each year about 385,000 people visit MIS, generating an economic impact of more than $414 million. Nearly 60 percent of the guests on race weekends come from outside Michigan, making MIS the largest welcome center in the state.

The partnership joining these two brands, both focused on attracting new visitors to Michigan, continues what is believed to be the first time a state’s branding agency has sponsored NASCAR’s premier stock car series. The partnership includes title sponsorship of the August 16, 2015 Sprint Cup race with the option to extend the contract for two additional one-year periods.

In addition to its pair of race weekends, the track also hosts events as an innovative and diverse business, hospitality and entertainment venue, bringing several new events to Michigan in the past year.

“We are pleased to continue our partnership for the Pure Michigan 400 race in August,” MIS President Roger Curtis said. “The key to successful partnerships is finding organizations which have similar goals. Michigan International Speedway and the Michigan Economic Development Corporation want people to come to this state and see all the wonderful things it has to offer – beautiful landscapes, fun activities year-round and awesome NASCAR racing.

Michigan International Speedway in Brooklyn, Michigan, a town of about 1,200, is one of only 23 facilities in the world to hold such an event. The racetrack seats more than 72,000 people in its grandstands, with tens of thousands of others in the infield, suites and campgrounds that will all be introduced to the Pure Michigan brand in August.

Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy. 

For more on the MEDC and its initiatives, visit: michiganbusiness.org. For Michigan travel news, updates and information, visit michigan.org.

© 2017 Michigan International Speedway

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