Pure Michigan | AOR- MMGY
Creative Director: Zach Takenaga
Sr. Copy Writer: Kyle Duda
Sr. Art Director: Beth Soucie
Art Director: Dani Maslan
2023 – Present
“Pursue Your Pure” really opened the doors in allowing us to pitch new concepts and creative to Pure Michigan that they were previously hesitant to try. Brands need to evolve and expand perpetually if they want to stay relevant and cement themselves in the world of tourism for decades to come. ENTER: KEEP IT FRESH; our first go at straying from the status quo.
With the new Fresh Takes campaign, we’re setting out to do exactly what we say - offering up a fresh take on Pure Michigan that celebrates our diverse locations and experiences around the state while embracing the emotional core and sense of wonder synonymous with the brand. Michigan is truly full of innovation, culture and natural resources that continue to reveal and create different sides of the state. The campaign should capture these fresh and uniquely Michigan points of view and distinct locations and, just as importantly, inspire our expressive travelers to see these places with new eyes as well.
GOAL
Show a more balanced view of Michigan and make the Pure Michigan brand more personally ownable.
KEY AUDIENCE
Curiously fun, passionately playful and magically adventurous travelers who want more than the typical vacation.
HUMAN TRUTH
Travel has always been a way to express your individuality.
TENSION
Everyone wants to feel like they’re unique, and we also want to feel like we belong to something bigger.
OWNABLE OPPORTUNITY
Presenting Michigan as a place that has always valued self expression, because it’s a place that makes it easy for you to be your real, authentic self.
SOUNDBITE
Let out what’s real inside.
SOLUTION: KEEP IT FRESH
We travel to keep ourselves fresh. And no one keeps it fresh like Michigan. With pristine natural settings and diverse city experiences, travelers come home more invigorated or rested than when they left. It’s not just the natural resources either. Michigan is full of fresh thinking – inspiring innovation, creativity and culture in ways that continue to reveal different sides of the state. Pure Michigan emotionally connects the two – people to place – now with a fresh perspective on how a brand can value the self-expression of all of its various audiences.
