Pure Michigan Wins ESTO Award for Innovative NFL Draft Campaign in 2024

Pure Michigan Wins Prestigious ESTO Award

Pure Michigan has added another accolade to its storied history by winning a coveted ESTO Award from the U.S. Travel Association. This award acknowledges the excellence of the “On the Clock in Detroit Sam's Selects” campaign, which aimed to elevate Detroit on a national stage while celebrating the city’s rich culture and vibrancy ahead of the 2024 NFL Draft.

The ESTO Awards have recognized exceptional marketing within the travel and tourism sector for over four decades, making this achievement a significant milestone. The campaign was a collaborative effort between Pure Michigan, Visit Detroit, and the Michigan Economic Development Corporation, specifically designed to enhance talent attraction and tourism in the area. This prestigious award was presented in the Digital Brilliance category, underscoring the campaign's innovative approach and impactful execution.

Campaign Highlights

The “On the Clock in Detroit Sam's Selects” initiative harnessed the excitement surrounding the NFL Draft, focusing on local pride. The campaign featured Sam Richardson, an Emmy-award-winning actor and comedian, as he highlighted his five favorite spots around Detroit. Featured locations included notable establishments such as the Planet Ant Theatre, Fowling Warehouse, Paramita Sound, Lafayette Coney Island, and Hot Sam's Detroit. By showcasing these local businesses, the campaign aimed to instill pride in Detroit residents while attracting the attention of tourists and potential new residents.

Governor Gretchen Whitmer expressed pride in the campaign’s success, stating, “On the Clock in Detroit Sam's Selects helped show the world Detroit's swagger and boost interest in a record-setting 2024 NFL Draft.” This sentiment was echoed by Kelly Wolgamott, Vice President of Pure Michigan, who stated, “We knew the 2024 NFL Draft was a once-in-a-lifetime opportunity to showcase that on a national scale.”

Impressive Results

Running from April 11 to May 22, 2024, the campaign achieved remarkable results, including a 30-second advertisement on ESPN and a partnership with Barstool Sports during the draft. The extensive digital campaign generated a staggering return on investment, producing over $2.6 million in gross hotel revenue through Expedia bookings alone. It catalyzed 35.8 million paid media impressions, 248 million earned media impressions, and over 3.7 million organic social media impressions, fundamentally changing the narrative around Detroit as a travel destination.

Additionally, with sustained inquiries on Google for terms like “Travel to Detroit” and “Move to Detroit,” the campaign has significantly increased awareness and interest in the city. Noteworthy endorsements also came from local businesses and sports icons like Barry Sanders and Desmond Howard.

A Collaborative Success

The award-winning campaign represented a powerful collaboration involving the Michigan Economic Development Corporation and its agency partners FINN Partners, Lambert by LLYC, and MMGY Global, who oversaw aspects of public relations, social media, and marketing. Since the launch of the Pure Michigan brand in 2006, the campaign has been celebrated with 20 ESTO Awards, reaffirming its impact on Michigan’s tourism industry.

As Pure Michigan approaches its 20th anniversary, the dedication to inspiring travelers to discover the unique experiences across Michigan’s two peninsulas continues to grow stronger. To keep abreast of the latest news in Michigan tourism, individuals can sign up for the Pure Michigan e-newsletter or follow @puremichigan on social media.

In conclusion, Pure Michigan’s innovative campaigns not only boost tourism and contribute to local economies but also play a crucial role in redefining perceptions of regions within the state. The recognition from the U.S. Travel Association through the ESTO Award highlights the effectiveness and creativity behind the brand’s marketing efforts, setting the stage for further growth and recognition in the years ahead.