Two of Michigan’s best-known brands – Michigan International Speedway and Pure Michigan – are teaming up to host the Pure Michigan 400 NASCAR Sprint Cup race at MIS on Sunday, August 21.
“This partnership will bring our Pure Michigan message to millions of NASCAR fans nationwide who will be watching the Pure Michigan 400 on ESPN as well as the tens of thousands who come to Michigan International Speedway on race days,’’ said Michael Finney, President and CEO of the Michigan Economic Development Corporation.
The one-year partnership joining these two brands, both focused on attracting new visitors to Michigan, is believed to be the first time a state brand is featured as the title of NASCAR’s premier stock car series.
“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,” said MIS President Roger Curtis.
One of the Pure Michigan campaign’s main goals is to attract more visitors and investments to Michigan. The title sponsorship of the Pure Michigan 400 will introduce the Pure Michigan branding message to 75 million NASCAR fans nationwide. This follows the $11.5 million Pure Michigan national cable television advertising buy on the air from March 14, 2011 through early July.