As the winter travel season in Michigan kicks into gear, the Pure Michigan advertising campaign continues to receive accolades.
At this year’s D Show – an annual event highlighting the robust and talented advertising community in Detroit – the Pure Michigan campaign took home the Best of Radio category.
Pure Michigan took home several other awards from the D Show in the consumer magazine campaign, consumer radio campaign and integrated brand campaign categories. The television ad Perfect Summer won in the consumer TV/:30 under category. Earlier this year, the Pure Michigan campaign was named Best State Tourism Radio Advertising by The National Council of State Tourism Directors (NCSTD). It was the campaign’s 10th Mercury Award in five years.
The MEDC developed and manages the Pure Michigan campaign, ranked as one of the 10 best destination brands ever by Forbes Magazine.
One of the first pieces of legislation signed into law by Governor Rick Snyder provided a $25 million per year source of funding to support Pure Michigan advertising, marketing and communications efforts. Since then, additional efforts have been made to expand the Pure Michigan brand, including the launch of the Pure Michigan Business Connect – a $3 billion effort to link businesses with resources – as well as the title sponsorship of the Pure Michigan 400 NASCAR Sprint Cup series race at Michigan International Speedway.
Created in 2006, the Pure Michigan campaign has helped highlight Michigan as a national tourism destination. 2010 saw spending by out-of-state visitors increase 21 percent and surpass that of Michigan residents for the first time. The travel and tourism industry generated $17.2 billion in Michigan last year and helped create an estimated 152,600 jobs statewide.
In addition to the national advertising campaign on cable television, radio ads for the Pure Michigan campaign are aired in-state and regionally in states including Ohio, Illinois, Indiana and Wisconsin.
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