Pure Michigan Tourism Campaign Wins Top Award From Advertising Research Foundation

LANSING, MI -- (Marketwire) -- 03/23/11 -- Pure Michigan was recognized by the Advertising Research Foundation last night in New York City. The Pure Michigan tourism campaign won a prestigious David Ogilvy Award for Excellence in Advertising Research. Pure Michigan's advertising agency, McCann Erickson Detroit, shared honors with its media arm, Universal McCann, and research partner Longwoods International.
"We are particularly proud of this Pure Michigan win because it recognizes the research driving the Pure Michigan campaign," said George Zimmermann, Vice President of Travel Michigan, a business unit of the Michigan Economic Development Corporation. "Research has been the key component of our advertising strategy since the campaign was launched in 2006. Thanks to the efforts of McCann Erickson and Longwoods International, the Pure Michigan brand has made a major impact on Michigan tourism."

Since its launch in 2006, the award-winning Pure Michigan campaign has attracted seven million new, out-of-state visitors to the Great Lakes State, visitors who spent $2 billion at Michigan businesses and paid $138 million in Michigan taxes, primarily sales tax. The campaign generated $3.29 in tax revenue for the state for each dollar spent on Pure Michigan advertising.

According to Advertising Research Foundation, the David Ogilvy Awards honor extraordinary and creative use of research in the development of successful advertising campaigns. The winning campaigns demonstrate an exemplary understanding of how research can be used to create powerful, profitable campaigns. Entries from research suppliers, ad agencies, media companies and advertisers throughout the world are judged by a panel of industry experts under the Advertising Research Foundation's direction.

The Pure Michigan campaign has received several honors including being named among the 10 all-time best travel campaigns by Forbes (2009) and rated #1 in Social Media Tourism Promotion (2010). It has received Mercury Awards from the National Council of State Tourism Directors for Best State Tourism Advertising Campaign (2007), Best State Tourism Television Commercials (2007), Best State Tourism Radio Campaign (2008), Best State Tourism Radio Advertising (2009), Best State Tourism Niche Marketing (2009), Best State Tourism Television Commercials (2010), Best State Tourism Radio Commercials (2010), Best State Tourism Co-op (Partnership) Program (2010), and Best State Tourism Welcome Center Program (2010).

The Pure Michigan campaign can be viewed/listened to online at michigan.org/travelads.

Travel Michigan, a division of the Michigan Economic Development Corporation, is the State of Michigan's official agency for the promotion of tourism. Travel Michigan markets the state's tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to michigan.org.

McCann Erickson North America is the largest operating unit of McCann Erickson Worldwide, and part of McCann Worldgroup, one of the world's largest marketing communications companies. McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a roster of best-in-class agencies, including McCann Erickson Worldwide (the world's largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design). The company is part of The Interpublic Group of Companies (NYSE: IPG). For more information, go to http://mccann.com/.

Established in 1978 as a market research consultancy, Longwoods International is a respected leader in brand strategy and ROI research. With offices in Toronto and New York City, Longwoods conducts strategic market research for public- and private-sector clients throughout North America, Europe and the Pacific Rim. Longwoods International