Macomb County Executive Mark Hackel again beat everyone
to the punch as the thousand or so political and business leaders headed to the
annual Mackinac Island Policy Conference on Wednesday were treated to
pro-Macomb billboards featuring 10-foot-tall Hackels.
to the punch as the thousand or so political and business leaders headed to the
annual Mackinac Island Policy Conference on Wednesday were treated to
pro-Macomb billboards featuring 10-foot-tall Hackels.
The man loves marketing. And he sure knows how to create
a buzz.
a buzz.
From the time he stepped off the ferry to the island on
Wednesday, the county executive was enveloped in media questions about the
billboards.
Wednesday, the county executive was enveloped in media questions about the
billboards.
“We kind of set the tone. It’s kind of a Macomb thing,”
he said. “We stole the media attention right away.”
he said. “We stole the media attention right away.”
The promotional effort marked the second time that Hackel
has used billboard space on the way to the Detroit Regional Chamber of Commerce
event to boast about Macomb County. Last year, Mackinac-goers saw freeway signs
that said, “Macomb – strong on defense,” and “Macomb – making it regional.”
has used billboard space on the way to the Detroit Regional Chamber of Commerce
event to boast about Macomb County. Last year, Mackinac-goers saw freeway signs
that said, “Macomb – strong on defense,” and “Macomb – making it regional.”
Two years ago, the billboards greeting those headed to
Mackinac featured Hackel’s signature sales pitch: “Make Macomb Your Home.”
Mackinac featured Hackel’s signature sales pitch: “Make Macomb Your Home.”
The 2013 and 2014 roadside signs featured large
renderings of Hackel, with no background images.
renderings of Hackel, with no background images.
But some in the Michigan press corps apparently
misconstrued the billboards as advertisements for the Macomb executive’s
re-election.
misconstrued the billboards as advertisements for the Macomb executive’s
re-election.
Hackel is unopposed in the August Democratic primary and
the three Republicans vying for the opportunity to replace the incumbent are
each widely viewed as darkhorse candidate in a fall campaign.
the three Republicans vying for the opportunity to replace the incumbent are
each widely viewed as darkhorse candidate in a fall campaign.
This year, one billboard was placed on Interstate 75
north of Gaylord and the other was positioned just south of Mackinaw City. A nonprofit business group footed the bill for the advertising.
north of Gaylord and the other was positioned just south of Mackinaw City. A nonprofit business group footed the bill for the advertising.
The county executive said the billboards serve two marketing
purposes.
purposes.
“One is getting people in Macomb County to appreciate our
assets,” said the Macomb Township Democrat. “The second is to tell people from
across the state what we have here. You have to get your message across. If you
don’t brand yourself, others will do it for you.”
assets,” said the Macomb Township Democrat. “The second is to tell people from
across the state what we have here. You have to get your message across. If you
don’t brand yourself, others will do it for you.”
