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LANSING – The Pure Michigan campaign has helped establish Michigan as a national travel destination, but it has also become a brand that people and businesses across the state have rallied under. One of those businesses is Ann Arbor-based tonneau manufacturer Extang Corporation.
Extang President and CEO Bill Reminder reached out to the Michigan Economic Development Corporation with an offer to print and distribute Pure Michigan literature in every box shipped to consumers.
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“Michigan is such a wonderful state with so many beautiful things to see and fun things to do,” Reminder explained. “I wanted to help spread the word about all we have to offer.”
As the number one tonneau, or truck bed cover, selling brand in North America, Extang ships to upwards of 200,000 consumers nationwide each year presenting a terrific opportunity to tap into a prime audience to receive Pure Michigan travel information.
A 7x4 inch two-sided insert was created featuring the creative elements of the Pure Michigan campaign and information on how to receive Michigan Travel Ideas, the state’s official travel guide. Extang began shipping the Pure Michigan insert out in every box of product at the end of May.
To date, more than 30,000 of the inserts have been sent to consumers in all 50 states and throughout Canada. Extang has also distributed the literature at consumer shows, such as the St. Ignace Car Show.
“This is an innovative partnership, made possible by the generosity and support of Extang, to help spread the word that Pure Michigan offers an authentic and unique sense of place for visitors and residents alike,” said MEDC President and CEO Michael A. Finney. “Opportunities like this demonstrate how we are leveraging this powerful brand across our business, talent and travel sectors in order to provide real benefits to companies doing business here in the state.”
As work continues to improve Michigan’s business climate and change people’s perceptions of the state in a positive way, contributions of companies like Extang are playing a critical role in that process. The company’s offer to send out, and pay for, Pure Michigan information with its product demonstrates how Michigan companies are stepping up to the plate to make a difference.
Those interested in utilizing this Pure Michigan insert with their business can contact MEDC Marketing Director Kelly Wolgamott at wolgamottk@michigan.org.
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