Pure Michigan | AOR- MMGY

Creative Director: Zach Takenaga

Sr. Copy Writer: Kyle Duda

Art Director: Dani Maslan

2022

As the first person on one of our agency’s biggest accounts, I had my work cut out for me. For the last two months of 2021, I worked exclusively with our ECD on rounding out the year on a pickup campaign from Pure Michigan’s previous agency. 2022 began on a whirlwind. We jumped right into pitch mode the day after New Years. By the end of January we had successfully pitched our first campaign to Pure Michigan. Pursue Your Pure ran the entire length of 2022. The client was thrilled with its performance.

Our great success won our clients’ trust which is something we needed to earn in order to propel the Pure Michigan brand further. As strong as the Pure Michigan brand is, we saw it had the potential for so much more and the transformation began with the idea that “Pure” is something different to everyone.

GOAL

To balance the diversity of experiences and personalize the meaning of Pure Michigan.

TARGET

Uncover the complete meaning, attitude and energy of “Pure Michigan” to repeat and new travelers.

KEY AUDIENCE

Curious, friendly travelers looking for a place to visit they may not have considered visiting in the past.

HUMAN TRUTH

People are re-prioritizing what matters and what doesn’t.

TENSION

Michigan clashes. It’s big, beautiful lakes and pristine woods and often misunderstood metro areas. It’s not one thing and how it all fits together can be unclear to travelers.

OWNABLE OPPORTUNITY

Find the balance of these stark differences is what makes the energy of Michigan so vibrant - visitors have to truly discover and pursue their place within it on their own.

SOLUTION: PURSUE YOUR PURE

We’re all looking for something pure. The unforgettable moments that touch the core of who you are. The ones that help remind us what’s important. Your most authentic self can be found here, cultivated in the culture and wonder of Pure Michigan. Pursue it.