Economic Development, Marketing, PR & Advertising, and Travel & Tourism

'Pure Michigan' ads place first in U.S.

September 2, 2013
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Video: Grand Rapids stars in national Pure Michigan commercial
The Grand River and part of the downtown Grand Rapids skyline, as they appear in a national "Pure Michigan" commercial. Photo via

The national “Pure Michigan” campaign that’s highlighted Grand Rapids and the entire state of Michigan isn’t your ordinary state tourism campaign.

The U.S. Travel Association and the National Council of State Tourism Directors recognized the Pure Michigan campaign with two Mercury Awards last month.

Michigan took home Mercury Awards for Best State Tourism Television Advertising and Best State Tourism Radio Advertising.

Record-breaking 2012

“We are expanding the reach of Pure Michigan to new travelers here in the United States and beyond, and it is an honor to have the campaign continue to be recognized in this way by our peers,” said George Zimmermann, vice president of Travel Michigan, part of the Michigan Economic Development Corp., the state’s marketing arm.

“In 2012, visitors spent more on leisure travel in Michigan than in any year in our state’s history,” added Zimmermann.

The Mercury awards are given to state tourism offices by the national council, recognizing members for excellence and creative accomplishment at the state level in tourism marketing and promotion and inspiring the continued development quality destination marketing and promotion programs.

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

Pure Michigan Mercury Awards since 2006 launch (17)

Best State Tourism Television Advertising, 2007, 2010-2013

Best State Tourism Radio Advertising, 2008-2013

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

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