Michigan International Speedway, MEDC announce Pure Michigan 400

Photo courtesy of Michigan International Speedway

Editor's note: A lifetime ago I worked as a reporter at The Daily Telegram in Adrian, Michigan. Adrian is only about 30 minutes south of MIS, so one of my assignments was to interview the diehard NASCAR fans who lined up in their RVs days before the race, waiting for the MIS infield to open. The man who was first in line was a character. His "RV" was a former bread truck with the front grill of an armored car welded to its front end. He said that was his insurance policy to ensure he got the front row on Turn 3, and the scuff marks on the side of his RV proved he was more than willing to use it.

With the success of 2011, two of Michigan’s best-known brands – Michigan International Speedway and Pure Michigan – are again teaming up to host the Pure Michigan 400 NASCAR Sprint Cup Series race at MIS on Sunday, Aug. 19.

The three-year partnership was announced recently at the North American International Auto Show with two of NASCAR’s most popular and successful drivers, Ryan Newman and Sam Hornish Jr.

The three-year partnership between MIS and Pure Michigan is a continuation of what started in 2011, and the first time a state’s branding agency sponsored NASCAR’s premier stock car series. The inaugural Pure Michigan 400 in 2011 received overwhelmingly positive feedback from fans and tourists alike.

“As we began expanding the Pure Michigan brand beyond travel in 2011, our public and private partners quickly found the power of Pure Michigan to help all of us market Michigan and grow our economy,’’ said MEDC President and CEO Michael A. Finney. “Pure Michigan tells the story of the people, places and treasures that are uniquely Michigan and MIS is part of that story.”

“The Pure Michigan 400 has proven to be an effective way to bring the Pure Michigan message to 75 million NASCAR fans nationwide,’’ said George Zimmermann, Vice President for Travel Michigan at MEDC. “We encourage NASCAR fans from all over the U.S. to join us in Michigan for great racing at an outstanding track this summer.”

One of Pure Michigan’s main goals is to attract visitors and investments to Michigan. The title sponsorship of the Pure Michigan 400 in 2011 introduced the Pure Michigan branding message to 75 million NASCAR fans nationwide. This followed the $11.5 million Pure Michigan national cable television advertising buy on the air from March 14, 2011, through early July.

 “The key to the success of our partnership in 2011 was Pure Michigan and MIS had, and still has to this day, similar goals: We both 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. “That has always been our brand and that message resonated with all our guests that MIS IS Michigan. We just fit.”


About Travel Michigan
Travel Michigan, part of the Michigan Economic Development Corporation, is the State of Michigan’s official agency for the promotion of tourism. Travel Michigan markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to www.michigan.org.

The Michigan Economic Development Corporation, a public-private partnership serving as the state's marketing arm and lead agency for business, talent and jobs, focuses on helping grow Michigan's economy. For more on the MEDC and its initiatives, visit: MichiganAdvantage.org.

About Michigan International Speedway
Nestled in the lush Irish Hills of Southeastern Michigan, Michigan International Speedway is the Great Escape, a venerable NASCAR national park where fans can get away and enjoy the very best in racing and camaraderie. It’s the love of racing and the thrill of a great time for race fans and drivers alike.

Keep up with Michigan International Speedway via Twitter @MISpeedway or on Facebook at www.facebook.com/MISpeedway. Join our Mobile Fan Club by texting MISCLUB on a Sprint Handheld or other mobile device to 69050 on a Sprint Smartphone or other mobile device. Standard text message rates may apply.

The best, guaranteed lowest prices in 2012 will go to customers who make a $10 goodwill deposit. New customers can log onto http://www.MISpeedway.com or call 800-354-1010 to leave a deposit by Jan. 31. That deposit ensures race fans get the best pricing for 2012. All other tickets go on sale Feb. 1.