LANSING — License plates on cars across the state could feature the “Pure Michigan” brand under legislation introduced in the Michigan Senate Wednesday, said sponsor Sen. Goeff Hansen.
Senate Bill 1180 would authorize the secretary of state to use the Pure Michigan brand or a similar brand as part of the standard license plate design.
“The Pure Michigan campaign brings millions of new visitors to our state, which translates into support for Michigan businesses, the creation of thousands of jobs statewide and millions of dollars in generated revenue,” said Hansen, R-Hart.
According to the Michigan Economic Development Corporation and the state tourism group Travel Michigan, last year’s Pure Michigan summer promotion generated 3.2 million trips to Michigan, and visitors spent $1 billion at Michigan businesses, paying $70 million in taxes.
The 2011 summer campaign cost $14.3 million and brought back $4.90 in taxes for each dollar spent. Earlier this year, the state announced a new advertising partnership with Coca-Cola. Under the partnership, idyllic Michigan scenery will cover Coca-Cola trucks and vending machines at no cost to the state.
“My bill would help strengthen the nation’s most successful state marketing plan by putting the Pure Michigan logo on our state license plates,” Hansen said. “These license plates would provide Michigan drivers with a point of pride, as the Pure Michigan campaign depicts the beauty of our state.”
SB 1180 has been referred to the Senate Transportation Committee for consideration.