HSMAI Honors Pure Michigan with Gold and Silver Adrian Awards for Outstanding Travel Marketing

Wednesday, January 23, 2019

Vice President of Travel Michigan David Lorenz also honored

NEW YORK CITY – The Hospitality Sales & Marketing Association International (HSMAI) honored the Pure Michigan team with Gold and Silver Adrian Awards for advertising and public relations excellence during the 62nd annual Adrian Awards, the largest and most prestigious global travel marketing competition.

Pure Michigan’s winning entries, include:

Pure Michigan Fall and Seek
Gold in Public Relations – PR Campaign – Influencer Marketing

With more than 600 miles between the northernmost point and the southernmost point, fall colors last upwards of six weeks across the state. During this period, Pure Michigan invited audiences to experience the season through an authentic travel journey led by three social influencers as they trekked across Michigan. The community had the chance to influence the trips via Facebook and Instagram polls that guided their destinations.

In addition to engaging social content, the program featured a visually appealing landing page and was amplified through media outreach and paid promotion aimed at inspiring fall travel across Michigan.

“By engaging with an enthusiastic Pure Michigan fan base, we were able to create a one-of-a-kind program,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “The use of influencers with travel-eager audiences combined with the interactive way for our followers to guide the travel experiences was a unique way to highlight the beautiful fall season throughout the state.”

Pure Michigan: Postcard from Michigan
Silver in Advertising - Single Entry - Television

This iconic campaign has transported viewers out of their everyday life and showed them the way life should be. A new television ad titled "Wish You Were Here" was launched in spring of 2017. The script was crafted to read as a postcard inviting a friend or family member to come and experience the best Michigan has to offer. Climb dunes, sail breezes, walk along beaches and get lost in forests. The visuals showcased breathtaking views of Michigan teasing viewers to witness the unexpected beauty of the state.

The advertisement ran nationally for three months in the spring and early summer. During a time of political and social turmoil, the campaign showcased Michigan as an escape from all that and that all are welcome.

David Lorenz, Vice President of Travel Michigan, Michigan Economic Development Corporation
HSMAI Top 25 Most Extraordinary Minds

David Lorenz, vice president of Travel Michigan, was also honored in HSMAI’s Top 25 Most Extraordinary Minds. Dave’s nearly 20 years of experience in international travel marketing, including the award-winning Pure Michigan tourism campaign, were influential in his inclusion on the list. This award is carefully selected by a panel of senior industry executives to honor 25 of the hotel and travel industry’s best and brightest minds.

“The Adrian Awards celebrate travel marketing innovators whose awesome creativity and hard work are integral not only to the success of their companies, but to the continued growth of the hospitality industry as a whole,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “HSMAI was proud to recognize these award winners and their outstanding campaigns at the Adrian Awards Gala.”

Visit www.AdrianAwards.com for more information on the competition and to view the winning entries.

Since 2013, the Pure Michigan team has been recognized with 25 Adrian Awards. 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 Detroit.

Pure Michigan works with Weber Shandwick’s Birmingham office and travel team to help build the Pure Michigan brand through web, media, public relations and digital marketing.

About Michigan Economic Development Corporation (MEDC)

The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community 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. Join the conversation on: Facebook Instagram LinkedIn, and Twitter.