Pure Michigan Advertising, PR Recognized with Three Adrian Awards

Release Date

Michelle M. Grinnell

LANSING, Mich. – Ten years after its launch, the Pure Michigan campaign continues to be recognized by the national tourism industry as a leader in advertising and public relations. The campaign was honored last night with a gold and two silvers at the Hospitality Sales and Marketing Association International’s (HSMAI) Adrian Awards.  

The awards received by Pure Michigan were as follows:  

Pure Michigan Good Morning America Integration 

Television - Consumer – Gold 

Pure Michigan was able to turn a basic added-value offering – a result of their national advertising campaign on ABC – into a dynamic opportunity for viewer engagement and participation. More than 5,800 viewer votes were cast to send Good Morning America’s Chief Meteorologist Ginger Zee on a Michigan adventure to Pictured Rocks National Lakeshore in the Upper Peninsula, where she broadcast live throughout the show and highlighted Michigan’s unique travel offerings to more than five million viewers nationwide.  

The Michigan Mission: A Sportman’s Quest for 5 Species in 72 Hours 

Feature Placement Online – Silver  

Working together, Pure Michigan and the Michigan Department of Natural Resources created an opportunity for Game and Fish Magazine to experience first-hand why Michigan is a premier hunting and fishing destination. The itinerary highlighted areas where sportsmen and women can hit the big three – gun, bow and rod – all in one visit to the state. Writer Charlie Puckett hunted for turkey on Beaver Island, Whitetail Deer in Boyne City, ruffed grouse and woodcock in Cheboygan County and went after King Salmon on the Boyne River. The piece included suggestions on locations to hunt and fish in Michigan, expert tips and links for trip planning, reaching more than 100,000 anglers and hunters.  

Celebrating 1 Million Fans: Pure Michigan Photo Walk 

Special Events – Silver 

After reaching 1 million fans on Facebook – the third state tourism brand in the nation to reach this milestone – Pure Michigan partnered with the Detroit Riverfront Conservancy to install more than 1,000 photographs along Detroit’s riverfront, showcasing beautiful images of Michigan submitted by more than 2 million followers and fans across Pure Michigan’s social channels. The Pure Michigan PhotoWalk was unveiled May 22, 2015 with an event that included state and local officials.   

“We have tremendous stories to tell about the leisure travel experience in Michigan and we strive to find new and engaging ways to share these stories in all aspects of the Pure Michigan campaign,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “It is also critical to recognize our travel industry in these successes. Initiatives like these depend on industry partners that put forth their expertise, their hospitality and their resources to help us turn good ideas into successful marketing and PR campaigns.”  

Since 2013, the Pure Michigan campaign has been recognized with 18 Adrian Awards, including Best in Show for Public Relations in 2014. The HSMAI Adrian Awards are open to all travel-related industries with categories in advertising, digital marketing and public relations, receiving more than 1,000 entries annually.  

The Pure Michigan brand was created by the Birmingham, Michigan office of McCann Erickson. 

Travel 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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