Promote Pure Michigan on the move

Michigan is planning to start selling two license plates featuring the Pure Michigan tourism logo.

Michigan is planning to start selling two license plates featuring the Pure Michigan tourism logo.

One of the plates being unveiled Monday will replace the state's standard license plate. The second plate will gradually replace the "Spectacular Peninsulas" plate and cost drivers $5 above regular vehicle registration fees.

The plates both feature the popular Pure Michigan tourism logo.

They were first unveiled last summer at the Mackinac Bridge by Secretary of State Ruth Johnson.

"We figured there could not be a better place than one of the most familiar landmarks in Michigan - open for more than a half century and traveled by 160 million cars - to celebrate these new plates," said Johnson.

Johnson will be joined by Gov. Rick Snyder to promote the plates in Lansing Monday.

Backers of the Pure Michigan plates say they'll help millions of residents be ambassadors for the state.

"Pure Michigan license plates are a great way for Michiganders to show their pride and help spread the word that our state is a great state to live, work, play and build a business," said


President and CEO Michael A. Finney.

The Mackinac Bridge plate, which will gradually replace the state's Spectacular Peninsulas plate, features the bridge against a sunrise background. It will also have the state's Pure Michigan branding. The new Mackinac Bridge plate will cost $5 in addition to regular registration fees.

Both new plates display the Pure Michigan logo at the top, replacing the block letter MICHIGAN on current plates.

"Pure Michigan is our signature brand and represents the best of what our state has to offer," Johnson said. "These appealing plates will carry that message beyond our borders, generating interest in our state, tourism and economic benefits."

The new standard plates have

printed at the bottom, the address of Michigan's official travel and tourism website. This will help drive additional traffic to the site, which is the most-visited state tourism website in the nation. University, fundraising and veteran/military service plates will include the Pure Michigan logo but not the web address.

About 1.2 million Spectacular Peninsulas and 5.7 million standard "blue bar" plates are in circulation. Both plates were first issued on Jan. 1, 2007. The blue bar plate replaced the "Old Blue" plate that had a 24-year run as Michigan's standard plate. Spectacular Peninsulas replaced the Great Lakes Splendor plate that served as the state's graphic plate for 10 years. Michigan manufacturers about 1.4 million plates a year. The work is done by inmates at a correctional facility in Adrian.

"The Mackinac Bridge stands not only as a vital connection between our peninsulas but as an example of what the people of Michigan can achieve by working together," he said. "We encourage residents to show their pride in the bridge and in our state with one of these magnificent license plates."

Travel Michigan

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