Growing Pure Michigan Campaign Wins 10th Mercury Award: The National Council of State Tourism Directors honored Pure Michigan with its 10th Mercury Award in five years. This year’s win was for Best State Tourism Radio Advertising. The MEDC developed and manages the Pure Michigan campaign, ranked as one of the 10 best destination brands ever by Forbes Magazine. One of the first pieces of legislation signed into law by Gov. Rick Snyder provided a $25 million per year source of funding to support Pure Michigan advertising, marketing and communications efforts. Since then, additional efforts have been made to expand the Pure Michigan brand, including the launch of the Pure Michigan Business Connect – a $3 billion effort to link businesses with resources – as well as the title sponsorship of the Pure Michigan 400 NASCAR Sprint Cup series race at Michigan International Speedway. This is the fourth year in a row the Pure Michigan campaign was recognized with the Best State Tourism Radio Advertising Award by NCSTD. Since 2007, the campaign has been recognized with a total of 10 Mercury Awards, including Best State Tourism Television Commercials (2010/2007), Best State Tourism Welcome Center Program (2010), Best State Tourism Co-op (Partnership) program (2010), Best State Tourism Niche Marketing (2009), and Best State Tourism Advertising Campaign (2007). The Pure Michigan radio ads are aired statewide and regionally in states including Ohio, Illinois, Indiana and Wisconsin. Featured radio ads this year included Games on the Grass, Water and Gone Fishin’. The Pure Michigan campaign, created in 2006, has helped highlight Michigan as a national tourism destination. 2010 saw spending by out-of-state visitors increase 21 percent and surpass that of Michigan residents for the first time. The travel and tourism industry generated $17.2 billion in Michigan last year and helped create an estimated 152,600 jobs statewide.