100 Years of Advancing Destinations

Destination Marketing & Economic Development: Creating a Singular Place Brand

Date: September 2, 2015, 1:00pm - 2:00pm

Economic development and destination marketing intersect at two corners: research and practice. Learn about the highly successful case of how the Pure Michigan brand has expanded to facilitate economic development for the state, its cities, regions, and private sector partners.

See how strikingly similar the “hot buttons” for attracting visitors, residents, and business can be, and its great impact on the destination’s image for all economic development objectives.


  • Discover the benefits of having a single place brand
  • Explore how destination promotion campaigns can generate strong lifts in awareness, image, intent to visit, actual visitation, and ROI
  • Learn how a unified brand facilitated economic development for Michigan
Sponsored by


Dr. Bill Siegel, Chairman and CEO, Longwoods International
George Zimmermann, Chairman, Longwoods International USA Inc.