Michigan pushes boundaries, exceeding expectations to inspire wonder – transforming what is to what’s possible. To what’s fresh. And it’s not enough that those who live in the Great Lakes State know – the whole country needs to know that fresh lives in Pure Michigan.
We think the best way to bring Michigan to the rest of the country is through the voices of Michiganders. Because we know that videos backed by data-driven strategies create economic impact, we brought all of our audience data into the creative process. Using local talent and the state’s most iconic locales, we let them tell their stories through “Keep It Fresh” branded TV spots that targeted Michigan’s audiences.
The resulting spots introduce viewers to the core of what Michigan has to offer while showing that it’s more than just a place to spend a memorable vacation. It’s a place to call home. Reaching those who might want to do more than just travel to Michigan, the ads tell a wider story through the eyes of locals who don’t have to plan a trip – they just have to step outside. And we’re inviting viewers to do the same.
Through meaningful placements and iconic partnerships, the Pure Michigan message is reaching audiences in spring 2025 through a variety of ad types on Amazon Prime, Netflix, Hulu/Disney+, Peacock, KAYAK, Expedia and Tripadvisor. And a first-of-its-kind corporate collaboration and an exciting celebrity partnership set to launch in summer 2025 will further elevate Michigan’s messaging to national audiences.
A fresh chapter is ready to be written in Pure Michigan, and it’s not ink to paper. It’s rubber to road. Soles to Earth.
And we’re excited to be along for the ride.
