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Pure Michigan Campaign

Pure Michigan wins top award

Dec 02, 2010

LANSING, Mich. - The Pure Michigan campaign has again been recognized as a top advertising campaign, this time by the Detroit advertising community. The campaign was honored with the "Best of Show" award at this evening's D Show, an annual event celebrating the breadth of ideas, depth of talent and craft of the advertising world.

"Having the Pure Michigan campaign honored as Best of Show by members of the Detroit advertising community is quite a compliment," said George Zimmermann, Vice President of Travel Michigan, a business unit of the Michigan Economic Development Corporation. "Detroit advertising clients and agencies produce world-class campaigns, making this award that much more significant."

The D award joins an already crowded Pure Michigan trophy case of nine Mercury Awards, including Best State Tourism Advertising Campaign, Best State Tourism Television Commercials and Best State Tourism Radio Commercials, along with an accolade from Forbes magazine as one of the ten best tourism campaigns of all-time.

This summer the Pure Michigan tourism campaign ran for the second year on national cable channels including: Golf Channel, Travel Channel, A&E, Bravo, Style, Fine Living, HGTV, Food Network, TLC, E!, DIY Network, CNN, MSNBC, CNBC and Fox News.

"There are millions of Americans who know little or nothing about the vibrancy, heritage, culture, arts and entertainment in our great cities, our sandy beaches and stunning overlooks along America's longest fresh-water coastline, or the majesty and recreation in our 19 million acres of magnificent forests," Zimmermann said. "The Pure Michigan campaign is designed to introduce to the nation the attributes that make Michigan such a popular and unique destination."

According to independent research, Pure Michigan has produced results for Michigan businesses and the state of Michigan. According to a four-year study of Pure Michigan out-of-state summer advertising from 2006 to 2009, that advertising brought 5 million new out-of-state visitors to Michigan during that four year period, visitors who spent $1.3 billion at Michigan businesses and paid $93 million in Michigan taxes, primarily Michigan sales tax. In fact, for each dollar Michigan spent on this Pure Michigan advertising, the state got back $2.94 in new, incremental taxes paid by these out-of-state visitors.

The Birmingham, Michigan office of McCann Erickson developed the strategy and creative for the Pure Michigan campaign. The campaign is intended to entice out-of-state travels about one place that still feels magic, mythic, authentic, untamed, unspoiled, uncompromised, timeless and true. The Pure Michigan campaign can be viewed/listened to online at

Pure Michigan wins top award
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