Michigan.org Radio Campaign Wins Mercury Award

Michigan.org Radio Campaign Wins Mercury Award

State Tourism Directors Agree Michigan Commercials Best in Country

LANSING, Mich., Aug. 22 /PRNewswire/ -- The National Council of State Tourism Directors (NCSTD) honored Travel Michigan with a Mercury Award in the radio commercial category at the annual Educational Seminar for Tourism Organizations (ESTO).

"Having Michigan's 2004 radio campaign recognized as the best in the country is quite gratifying and goes a long way in validating the hard work that went into these promotions," said George Zimmermann, Senior Vice President of Travel Michigan. "These award-winning radio spots contributed to the dramatic increase in volume at the http://www.michigan.org/ web site in 2004, up 29% over 2003," Zimmermann added.

Travel Michigan's 2004 radio campaign aired in the Chicago, Indianapolis and Cleveland markets. The radio spots were created and produced by a team from Brogan Convergence Marketing and Radish Creative Group including: Account Manager Katie Bores and Associate Creative Director Melissa Weber, both of Brogan, along with Amy Weber, Producer / Director, Radish Creative Group.

According to a study completed earlier this year by Longwoods International, nearly one million visitors, who would not have traveled to Michigan otherwise, spent $163 million statewide as a direct result of the 2004 Travel Michigan advertising program. That new visitor spending generated an additional $11.5 million in state taxes, for a return on investment for the state of $3.27 for each advertising dollar spent. And these additional visitors funded 3,607 tourism related Michigan jobs.

Overall the tourism industry contributes $16 billion to Michigan's economy annually, accounting for 182,000 jobs and generating $853 million in state tax revenues, making tourism the second largest industry in the state.

The Mercury Awards is an awards 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.

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.

Source: Travel Michigan

CONTACT: Kirsten Borgstrom of Travel Michigan, +1-517-335-1871; or
Tim Meloche of Marx Layne & Co., +1-248-855-6777, for Travel Michigan

Web site: http://www.michigan.org/

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