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Special Project

Special Project
From the 11th Annual Shorty Awards

#PureMichigan18: Discover Michigan's Signature Golf Destinations

Entered in Travel & Tourism


From heather-lined highlands to the deep blues of the Great Lakes, Michigan's 650 public golf courses combine with the state's natural beauty to create one of the world's premier golf destinations. Names like Fazio, Doak, Nicklaus, and Palmer have each crafted their own unique signatures on Michigan's golf landscape.

Pure Michigan's social and public relations teams together developed an interactive, integrated media campaign to uniquely enhance brand engagement and to achieve the following:

Target audience:

Paid Social Investment:

Strategy and Execution

With more than 650 public golf courses located around the state, Michigan is a golf mecca for serious players and emerging enthusiasts alike. No matter their level of play, golfers are sure to find a course, resort, and packages to create memorable golf experiences - which is exactly what we wanted to accomplish with this campaign. We connected with our social communities through the use of stunning visuals and kept them coming back for more with an engaging social activation.

Landing Page:

Earned Media Outreach:

Organic Social Content:

Paid Social Content:

Social Giveaway:


The campaign outperformed known benchmarks, especially for a niche travel topic. The campaign drove over 5.3 million organic impressions and over 4.9 million paid impressions. We also saw more than 99,000 clicks to the Pure Michigan 18 Landing Page.

Through the use of the #PureMichigan18 hashtag and giveaway component of the campaign, we generated more than 800 pieces of unique golf content from fans around the state who tagged their golf photos on social media.


Video for #PureMichigan18: Discover Michigan's Signature Golf Destinations

Entrant Company / Organization Name

Weber Shandwick, MEDC Travel Michigan


Entry Credits