LANSING – The Travel Industry Association of America honored Travel Michigan with two Mercury Awards – one for the Best State Tourism Advertising Campaign for its Pure Michigan campaign, and the other for Best State Tourism TV Spots.
A Pure Michigan television commercial showcasing the state’s
world-class golf courses debuted in select national markets in April, while
the remainder of the campaign launched in Chicago, Indianapolis, Cleveland,
Cincinnati, Milwaukee and Ontario, Canada, plus in Michigan, in May.
“Having the Pure Michigan campaign recognized as the best in the
country is quite gratifying,” said George Zimmermann, Vice President of
Travel Michigan, a business unit of the Michigan Economic Development
Corporation. “This award-winning campaign has driven the dramatic increase
in volume at the Michigan.Org web site. Since the launch of the
Pure Michigan campaign in April, Michigan.Org has led the nation
with the most traffic to any state tourism web site.?
To listen to a podcast interview with Zimmermann, click on MITechNews.MediaRica.Com
The Mercury Awards is a program created by the National Council of
State Tourism Directors to recognize its members for excellence and
creative accomplishment in state tourism marketing and promotion, and to
inspire the continued development of truly imaginative and exciting
destination marketing and promotion programs. Michigan has won Mercury
Awards for radio and television commercials in the past, but this is the
first time Michigan has won the award for Best State Tourism Advertising
Campaign.
The Birmingham, Michigan, office of McCann Erickson developed the
strategy and creative for the Pure Michigan campaign. McCann’s Chief
Strategy Officer Mark Lantz explains their approach:
“The campaign is
intended to entice out- of-state travelers from neighboring states about
one place that still feels magic, mythic, authentic, untamed, unspoiled,
uncompromised, timeless and true. It’s pure Michigan. We wanted to
communicate to consumers what makes Michigan special, and identify
experiences you get here that you can’t get anywhere else.”
To view the PureMichigan Campaign, click on Michigan.Org/Travelads
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