Pure Michigan Celebrates ESTO Award for NFL Draft Campaign
Pure Michigan Achieves ESTO Award Recognition
Pure Michigan has successfully solidified its status as an award-winning travel brand, recently adding to its accolades with an esteemed ESTO Award from the U.S. Travel Association. The Pure Michigan campaign that garnered attention revolves around the NFL Draft held in Detroit, showcasing the city and promoting it as a vibrant destination.
The Winning Campaign: A Celebration of Detroit
The award-winning campaign titled "On the Clock in Detroit: Sam's Selects" featured the engaging personality of actor and comedian Sam Richardson. This exciting initiative was designed not only to celebrate Detroit but also to elevate Michigan's image as an inviting place to live, work, and play. By merging efforts in business development, tourism, and talent attraction, the campaign aimed to attract a broad audience while spotlighting the best of Detroit.
Digital Brilliance Recognized
In the realm of digital marketing excellence, the campaign stood out and was honored in the Digital Brilliance category during the 2025 awards ceremony. By leveraging Richardson's charm and popularity, the initiative connected with both national and local audiences, bringing a renewed focus on Detroit through engaging digital content.
Engaging the Community and Beyond
The campaign uniquely narrated local stories by spotlighting Richardson's top five favorite spots in Detroit. It featured popular local establishments such as Planet Ant Theatre, Fowling Warehouse, Paramita Sound, and Lafayette Coney Island. These selections not only represented the rich culture of Detroit but also instilled local pride among residents and travelers alike.
Your Gateway to Discovering Detroit
"On the Clock in Detroit: Sam's Selects" was aimed at reintroducing the vibrant city to potential visitors across the nation. With insights shared by Governor Whitmer, who celebrated the campaign for its role in enhancing Michigan’s economy, a collective pride emerged within the community. The initiative attracted a record crowd and stimulated economic growth, showcasing Detroit's ability to host large-scale events.
Impressive Metrics and Results
The campaign, executed from April to May, captured significant attention, yielding an astonishing return on investment. Through Expedia bookings alone, it generated more than $2.6 million in gross hotel revenue. The extensive reach was evident with over 35.8 million paid media impressions and 248 million earned media impressions. The positive response extended to significant increases in Google searches about traveling and relocating to Detroit.
Community Impact and Recognition
Local businesses embraced this wave of enthusiasm, earning praise from sporting legends such as Barry Sanders and Desmond Howard for the campaign’s influence. It was indeed a collective effort, brought to life by the synergy between Pure Michigan and the Michigan Economic Development Corporation.
A Legacy of Excellence
Since its inception in 2006, the Pure Michigan campaign has amassed 20 ESTO Awards, highlighting its continued excellence in destination marketing. As the groundwork is laid for the celebration of its 20th anniversary in 2026, the focus remains steadfast on inviting travelers to explore the unique experiences offered across Michigan.
Stay Updated with Pure Michigan
For the latest in travel news and updates, individuals can sign up for the Pure Michigan newsletter and engage with the brand across multiple social media platforms. This commitment to community engagement and tourism shows the dedication to employer and resident attraction.
Frequently Asked Questions
What is the ESTO Award?
The ESTO Award recognizes excellence in destination marketing, awarded by the U.S. Travel Association to campaigns that demonstrate outstanding effectiveness and creativity.
Who is Sam Richardson?
Sam Richardson is an Emmy-award winning actor and comedian known for his work in various television shows and films, including his role in the campaign for Pure Michigan.
What was the focus of the "On the Clock in Detroit: Sam's Selects" campaign?
The campaign focused on showcasing Detroit's unique attractions and culture while promoting the city as an appealing destination for tourism and living.
How did the campaign impact Michigan's economy?
The campaign led to increased tourism and over $2.6 million in gross hotel revenue, highlighting its significant impact on Michigan's economy.
What is Pure Michigan's goal?
Pure Michigan aims to promote the state as a prime travel destination, enhancing its image while attracting entrepreneurs and spreading awareness about local culture and offerings.
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