For the past two years, Pure Michigan has sponsored Michigan International Speedway's second summer race, hoping to capitalize on NASCAR's huge following.
"There are 75,000,000 NASCAR fans across the U.S. so this is a huge opportunity for us to reach out to those fans," said Pure Michigan spokeswoman, Michelle Begnoche.
To do this, Pure Michigan is not just focusing on the race, but on the atmosphere as well with a Pure Michigan Experience tent and other activities.
The campaign is also focusing on those watching far away.
"It's airing on ESPN nationally so that is a lot of people watching what's going on in Michigan," said Begnoche.
Track President, Roger Curtis says he is well aware of the impact that a race like this can have on the state.
"I like to think of us as the state's largest welcome center twice a year," said Curtis. "It's an awesome opportunity to tell them all the great things about Michigan and all the reasons they can come back."
According to Pure Michigan, that's what this weekend is all about.
"Our goal at Pure Michigan is to bring more visitors here in the state," said Begnoche.