State names acting VP for ‘Pure Michigan’


Dave Lorenz. Courtesy MEDC

The vice president at Travel Michigan has resigned after six months into the role, and the organization has named an acting VP.

The Michigan Economic Development Corp., or MEDC, the state’s marketing arm, said yesterday that Dave Lorenz will serve as acting VP of Travel Michigan, the state's tourism agency, after David West’s departure.

Lorenz will be responsible for heading up the state’s tourism branding and marketing efforts through the award-winning “Pure Michigan” tourism campaign, as well as coordinating overall efforts of the Travel Michigan organization.

“I’m confident that Lorenz will continue to find smart, innovative ways to grow the tourism campaign, making all Michiganders proud to call this our home,” said Steve Arwood, CEO, MEDC.

Marketing background

Lorenz is a “seasoned tourism professional,” who has served for more than a decade as the industry relations and international marketing manager for Travel Michigan.

He has been responsible for Travel Michigan's efforts in the areas of international marketing, packaged travel, conventions and meetings, industry relations and sports-event promotion.

Prior to coming to Travel Michigan in 2002, Lorenz was the manager of partnerships and promotions for Meijer, where he was responsible for the facilitation of collaborative marketing programs with key consumer goods manufacturers, such as Nabisco, Kraft, Kellogg’s, General Mills, Coca-Cola, Disney and Mattel.

Lorenz attended Western Michigan University.  

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