LANSING – The U.S. Travel Association and the National Council of State Tourism Directors this week honored Pure Michigan with five Mercury Awards.
Pure Michigan was recognized as having the best state tourism television advertising, best state radio advertising, top social media presence, best partnership advertising program and top public relations effort, won jointly with the state of Wisconsin for the ?Who is the Real Mitten State?? initiative.
The Pure Michigan brand was created by the Birmingham, Michigan office of McCann Erickson.
?It is an honor to again win NCSTD recognition for our work in showcasing Michigan as a great travel destination,? Michigan Economic Development Corporation President and CEO Michael A. Finney said. ?Pure Michigan is a powerful brand, one that resonates strongly that Michigan is a great state to live, raise a family, work and own a business.?
With Pure Michigan on the rise, the number of partners and stakeholders throughout the state has grown. Pure Michigan Business Connect, launched in 2011, has expanded into an $8 billion, multi-year initiative to help Michigan companies grow. Last week the new standard license plate for the state was unveiled featuring the Pure Michigan brand and the michigan.org website.
New partnerships in the past year have included the Department of Natural Resources, the Department of Agriculture, Hudsonville Ice Cream, Kroger, the Detroit Tigers and Coca Cola. Pure Michigan will also be the title sponsor of the Pure Michigan 400 NACAR Sprint Cup series race at Michigan International Speedway through 2014.
Pure Michigan has also continued to expand its social media presence with more than 400,000 fans on Facebook and a growing fan base on Twitter, Instagram, Google+ and Pinterest. The Pure Michigan eNewsletter also surpassed a half a million subscribers earlier this month.
The Pure Michigan television and radio ads can be seen and heard on the Pure Michigan You Tube channel. Featured television ads included 14 Clubs and a Simple Sunrise. Featured radio ads included Gone Fishin? and First Tee.
Since its launch in 2006, the Pure Michigan campaign has been recognized with a total of 15 Mercury Awards, including Best State Tourism Radio Advertising (2008/2009/2010/2011) Best State Tourism Television Advertising (2010/2007), Best State Tourism Welcome Center Program (2010), Best State Tourism Co-op (Partnership) program (2010), Best State Tourism Niche Marketing (2009), and Best State Tourism Campaign (2007).
