LANSING - If a photo is worth a thousand words, a newly installed Pure
Michigan photo experience at the International Arrivals Hall of McNamara
Terminal and in the North Terminal at Detroit Metropolitan Airport (DTW)
will speak volumes to the nearly 1.5 million international travelers that
pass through the airport's federal inspection services facilities each year.
The campaign is one of the first of its kind in the United States and is the
result of a collaboration between Travel Michigan, the Detroit Metro
Convention & Visitors Bureau, Detroit Metropolitan Airport, the Airlines and
U.S. Customs and Border Protection (CBP). It has been launched to coincide
with the North American International Auto Show in Detroit, kicking off
January 11. International visitors, including media from approximately 60
countries, attending at this year's show will be some of the first travelers
to be greeted by the Michigan imagery.
"Detroit truly serves as the gateway to Michigan for the vast majority of
our international visitors," said Dave Lorenz, Vice President of Travel
Michigan, part of the Michigan Economic Development Corporation. "From the
moment people step off that plane, we want them to feel welcome in Michigan,
to be excited about arriving in America's Great Comeback City and to be
inspired by the leisure travel opportunities our state has to offer. We
appreciate the hard work of everyone involved to bring this experience to
life."
The airport branding builds on Michigan's increased efforts in recent years
to attract international leisure travelers to the state. Artwork, as large
as 12 feet high and 61 feet long, featuring images of Detroit cultural
landmarks and the state's natural beauty can be found at the European and
Asian arrival gates and the baggage claim area in customs.
Native language videos featuring Detroit will also play on video monitors
located throughout the customs area in the near future. As flights arrive,
the videos will be served up in the most appropriate language, including
English, German and Mandarin. Pure Michigan ads will also play on the
monitors.
"Detroit Metropolitan Airport is often the first and last impression many
visitors to our region take back home," said Airport Authority CEO Thomas
Naughton. "Working together with our partners at Pure Michigan and the U.S.
Customs and Border Protection, our arriving international travelers are now
greeted with beautiful images of our state's iconic landscapes, natural
areas and culture - what better way to say: 'Welcome to Michigan.'"
Detroit Metropolitan Airport's Travel and Tourism Committee is comprised of
international travel and tourism stakeholders. This committee developed and
implemented a travel and tourism action plan to deliver the highest caliber
of customer service to encourage additional growth. This initiative supports
the National Travel and Tourism Strategy and the DTW Travel and Tourism
efforts are focused on the state of Michigan.
"U.S. Customs and Border Protection is the Federal agency responsible for
processing international travelers who arrive at our nation's ports of entry
and we are committed to improving the traveler experience upon their arrival
into Detroit," said Marty Raybon, Acting Director of Field Operations,
Detroit. "Collaborative efforts with Pure Michigan and the Airport Authority
to increase tourism and foster economic growth have been a phenomenal
success."
In addition to showcasing all four seasons, featured images include the
Detroit skyline and riverfront, The Henry Ford, Marquette, Ludington,
Sleeping Bear Dunes National Lakeshore, Porcupine Mountain State Park,
Turnip Rock in Port Austin, Les Cheneaux Islands and Lake Superior. The
photo experience will remain in place indefinitely.
"We are fortunate to be in a state that offers visitors diverse urban
experiences, as well as woods and water activities, just minutes away from
each other," said Larry Alexander, president and CEO of the Detroit Metro
Convention & Visitors Bureau. "International arriving guests will see why
Detroit has been dubbed as one of the top places to visit in the upcoming
year. We know that our international travelers will get a positive first
impression and a true reflection of what their Pure Michigan visit will be
through this amazing photo experience."
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.
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