DETROIT, MI (September 29, 2021) – The Michigan Economic Development Corporation (MEDC) has appointed MMGY Global as advertising agency of record for its iconic Pure Michigan brand following a competitive review process. MMGY will assume the duties immediately, including the expansion of its Michigan presence with a new Detroit office as well as the additions of new staff and partner suppliers.
As a firm focused on innovative and integrated marketing for the travel industry, MMGY’s expertise built over 40 years will inform Pure Michigan’s brand and creative strategy, paid media investments and digital content storytelling. Teams from across the company will work with MEDC leaders to follow a data-driven and research-based approach that builds on the success of one of our country’s greatest destinations. In addition to developing an overall tourism marketing strategy and campaign, the partnership will also focus on attracting diverse and new markets to visit the state.
Pure Michigan has long been a leader in tourism marketing thanks to wide public and private support within the state. The brand is widely regarded as a pioneer in travel investment and branding, and the work has been credited with significant economic stimulus for communities across the state.
“To have the opportunity to build the next chapter in Michigan’s tourism and economic development success is not only exciting but certainly a very serious responsibility. Working with great businesses and leaders across the state, we have big plans to evolve the Pure Michigan platform while connecting its message to both past and new travelers from around the world. What a privilege,” said Clayton Reid, CEO of MMGY Global.
“MMGY’s global reputation for building tourism successes, along with their own commitment to invest in the state, ensures they will be a committed partner in continuing the strong leadership position we have enjoyed in travel marketing nationwide,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation.
About Michigan Economic Development Corporation (MEDC)/Pure Michigan
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business 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, Pinterest and Twitter.
About MMGY Global
With more than 40 years of experience, MMGY Global is the world’s largest and most integrated global marketing firm specializing in the travel, hospitality and entertainment industries. With eight brands operating across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the global travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit www.mmgyglobal.com.