A look at new "Pure Michigan" license plates.Secretary of State Ruth Johnson wants motorists to take a piece of Pure Michigan with them on the road.
Johnson, in a morning press conference atop the south tower of the Mackinac Bridge, was expected to unveil two new Pure Michigan-themed license plates, one of which will replace the state's standard offering.
"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," she said in a release.
The location also made sense because one of the plates, a colorful number featuring bright blue water and cool orange sunlight, celebrates the Mackinac Bridge.
The bridge plate will gradually replace Michigan's Spectacular Peninsulas plate and will cost motorist $5 on top of regular registration fees.
The other plate, which will be phased in as the state's new standard, features a rolling wave and Pure Michigan logo. Like the current blue-bar plate, it will have configuration of up to seven characters and will be available at no extra cost to motorists.
New standard plates are expected to be available in early 2013, and the state will begin issuing the Mackinac Bridge plates after that.
Current plates, first issued in 2007, will remain valid for the duration of their registration period. The Secretary of State's office said roughly 5.7 million blue-bar plates and 1.2 million Spectacular Peninsulas plates are in circulation.
The Michigan Economic Development Corporation has earned rave reviews for its Pure Michigan advertising campaign, and the new plates are expected to extend the branding wherever motorists travel.
"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."