LANSING, MI: The Michigan Strategic Fund and Michigan Economic Development Corp. on Thursday selected Weber Shandwick's Detroit office to help build the Pure Michigan brand through online, media, public relations, and digital marketing.
In January 2011, the fund and corporation decided to consolidate all marketing and communication programs under the Pure Michigan brand, which began in 2006 as a tourism campaign created by Weber's Interpublic Group ad agency sibling McCann-Erickson.
Weber Shandwick Detroit, which shares office space with McCann-Erickson's Detroit division, will work closely with the ad agency to provide the client with integrated communications, according to Andy Schueneman, Weber Shandwick Detroit's general manager and senior VP.
“Being under one roof allows us the immediacy of having PR, advertising, and social media agencies working seamlessly on behalf of the client," Schueneman said. “One of the things that made us attractive is that we combine digital, social media, and traditional channels to tell one integrated story.”
The agency will help the fund with national and international PR and several other marketing and communication initiatives. These include destination and economic development efforts such as media relations, video and written content creation, digital and media strategy and planning, as well as email marketing, platform development, and search engine optimization.
Weber Shandwick will start working with the client in October.