Pure Michigan Wins Best in Show at HSMAI Adrian Awards

Michelle Grinnell

Monday, February 24, 2014

LANSING – In addition to receiving eight Adrian Awards, Pure Michigan was recognized tonight by the Hospitality Sales and Marketing Association International (HSMAI) as having the Best in Show for Public Relations. The Adrian Awards acknowledge successful marketing, digital media and public relations efforts executed throughout the year.

Pure Michigan won the Best in Show recognition for the feature story “Street Style Detroit” that ran in Nylon Guys Magazine. Pure Michigan also received awards for its advertising campaign and presence on Instagram, as well as public relations efforts around National Pie Day and the Michigan Winter Adventure Video Series.

“We are always looking for new and innovative ways to bring the message of Pure Michigan to travelers across the nation,” said George Zimmermann, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “With our largest national campaign launching this year and growing international marketing presence, these efforts have helped us tell our story and showcase the destinations and travel opportunities found in Michigan to diverse and new audiences.”

In 2012, Pure Michigan's advertising campaign brought a record 3.8 million out-of-state visitors to Michigan, who spent $1.1 billion in the state according to a study by Longwoods International.

The “Street Style Detroit” feature received a platinum award signifying the most outstanding entry in the features category, and went on to win the best in show award for the entire public relations field.

Pure Michigan also took home gold in the features category with the Family Circle piece “Farm to Fork,” highlighting the Boathouse restaurant in Traverse City. The Pure Michigan advertising campaign won gold awards for television advertising, radio advertising and the overall campaign effort.

Silver awards were presented for the Michigan Winter Adventure Series and Visual Storytelling through Instagram. Pure Michigan has more Instagram followers than any other state destination marketing organization in the nation with more than 84,000 followers and more than 651,000 posts using the #puremichigan hashtag. Pure Michigan’s social media presence was recently ranked among the Top 10 worldwide by travel research firm SkiftIq. Efforts surrounding National Pie Day, including a feature on Grand Traverse Pie Company on Fox & Friends, received a bronze award.

The HSMAI Adrian Awards are open to all travel-related industries with categories in advertising, digital marketing and public relations. This year HSMAI received more than 1,200 entries.

The Pure Michigan brand was created by the Birmingham, Michigan office of McCann Erickson. Pure Michigan also works with Weber Shandwick’s Birmingham office and Travel & Lifestyle practice to help build the Pure Michigan brand through web, media, public relations and digital marketing.

Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy.

For more on the MEDC and its initiatives, visit michiganbusiness.org. For Michigan travel news, updates and information, visit michigan.org.

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