Pure Michigan Recognized with ESTO Mercury Award for Broadcast Advertising

Release Date: 
Wednesday, August 30, 2017
LANSING, Mich. – The U.S. Travel Association and the National Council of State Tourism Directors (NCSTD) recognized the Pure Michigan campaign last night with a Mercury Award for Best Broadcast Advertising: TV.
“In the past two years, we have made a significant effort to respond to a changing leisure travel landscape, evolving the Pure Michigan campaign while remaining true to the spirit that has made the campaign so successful,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “This Mercury Award is an acknowledgment from our peers that Michigan continues to set the bar in destination marketing. We look forward to keeping that momentum going strong in the years to come.”
Last year, Pure Michigan's advertising campaign helped drive five million out-of-state visitors to Michigan, according to a study by Longwoods International.  These visitors spent $1.5 billion at Michigan businesses, generating $107 million in state tax revenue.
With last night’s win, the Pure Michigan campaign has been recognized with a total of 19 Mercury Awards. The Mercury Awards are given to state tourism offices by NCSTD, recognizing members for excellence and creative accomplishment at the state level in tourism marketing and promotion, and inspiring the continued development of exciting destination marketing and promotion programs.
This year’s winning entry highlighted three new television spots that launched in 2016: “Soul,” “Along the Way” and “Small Batches.” The goal of these spots was to keep the emotional feel of the Pure Michigan ads, while targeting several timely trends – Detroit’s comeback story, a booming craft beer industry and the revitalization of the road trip.
The Pure Michigan campaign was also named a finalist in the categories of Judge’s Choice and Co-Op Marketing, for 2016’s Scenic Route fall campaign with Biggby Coffee® and Jeep®.
Previous Mercury Award wins include Best State Tourism Radio Advertising (2008/2009/2010/2011/2012/2013) Best State Tourism Television Advertising (2007/2010/2012/2013), Best State Tourism Welcome Center Program (2010), Best State Tourism Co-op (Partnership) program (2010/2012), Best State Tourism Niche Marketing (2009), Best State Tourism Campaign (2007), “Who is the Real Mitten State” initiative (2012), Top Social Media Presence (2012), and Special Projects (2015).
The Pure Michigan brand was created by McCann Detroit, based in Birmingham, Mich.
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community and talent development with the focus on growing Michigan’s economy.  For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org.  For Pure Michigan® tourism information, your trip begins at www.michigan.org. Visit Pure Michigan Talent Connect at www.mitalent.org for more information on Michigan’s online marketplace for connecting job seekers and employers.  Join the conversation on: Facebook, Instagram, Pinterest, and Twitter.
# # #

Media Contact: Michelle Grinnell, 517-241-0251, [email protected]