The Staying Power of Pure Michigan
As I walked through the Detroit Airport last week, I was glad to see the Pure Michigan campaign is still a centerpiece of the story the state of Michigan shares with the world.
The first time I heard a Pure Michigan ad; I fell in love.
The campaign was created for Travel Michigan with McCann Erickson (now McCann Detroit) and launched in 2008 with a significant national ad buy. But buying power only gets you so far. The campaign resonated with people in an interesting and personal way.
For me, the powerful simplicity of the words in the script combined with the Cider House Rules music score by Rachel Portman and the beautiful sweeping videos of rural and urban Michigan created a masterpiece concept expertly produced. The work made me feel and think about a place I had barely spent time in, and I began to think about Michigan, yes, but the ads raised philosophical questions like, “Am I taking enough time off?” and “Am I making plans with the people I want to spend time with?” The ads were working on an indiviudal level, but the messages did so much more.
"It's helped not only to improve our economy, but, maybe even just as important, it's helped to engender a sense of pride," Dave Lorenz, vice president of Travel Michigan and one of the campaign's originators said in 2018 to U.S. New and World Report. "We helped remind people that this state is worth fighting for."
You can find a library of Pure Michigan ads — short and long — online at Michigan.org or YouTube. A few of my favorites:
A Perfect Summer | Tim Allen (2015)
Keep Falling for Michigan | Jessica Care Moore (2023)
So what did the creators of the Pure Michigan campaign get right, and how can we apply those lessons to the stories we tell for the projects we care about?
MESSAGING: Find the heart of the matter
Transcendent Adverstising: When an advertisement transcends its commercial intent to evoke deeper philosophical reflection or a significant shift in perspective, it can be described as achieving "transcendent advertising." This type of advertising moves beyond mere persuasion to sell a product or service; instead, it aims to resonate on a deeper, more emotional or intellectual level, sometimes prompting viewers to reconsider their values, life choices, or perceptions of the world. It's not just about creating awareness or driving sales; it's about making a lasting impact that might inspire change or provoke thought, effectively turning a commercial message into a catalyst for personal introspection or societal conversation.
Distillation: This is the process of breaking down complex information into essential, easily digestible parts that convey the most important aspects in a simple manner. Pure Michigan ads effectively cut through complexity to explain the value of the state clearly and simply. This type of communication is designed to be direct and straightforward, making it easy for the audience to understand and appreciate the core message or value proposition.
High-Quality, Emotional Branding: Pure Michigan effectively used emotional branding, creating powerful, evocative advertisements that captured the beauty and spirit of Michigan — its places and its people. These ads, often featuring soothing, nostalgic narratives and scenic visuals, resonated deeply with audiences, creating a strong emotional connection to the state's landscapes and culture.
PARTNERS BUY-IN: How you work will influence how messages are received
Integration with Local Values and Products: Pure Michigan's integration with local industries, like agriculture and manufacturing, helped to not only boost tourism but also promote Michigan's local products and services. By aligning the campaign with local values and products, it bolstered community support and involvement, which in turn fueled the campaign’s authenticity and appeal.
Strong Stakeholder Partnerships: Pure Michigan formed strong partnerships across the public and private sectors, involving stakeholders in the tourism, agriculture, and entertainment industries. This collaborative approach expanded its impact and fostered a sense of ownership and pride among Michiganders, which in turn promoted sustained engagement and support for the campaign.
APPROACH + INVESTMENT
Strategic Channels + Budget: The campaign was not just innovative in its use of media but also in how it targeted various audiences. Due to the large investment in the campaign by the state of Michigan, a mix of traditional and digital media platforms was used, reaching people not just locally but also nationally and internationally. This strategic use of diverse media channels helped sustain its presence and effectiveness over time.
Sixteen years later, Michigan continues to invest in the Pure Michigan campaign and it functions as an unofficial state motto as it lures visitors to the streets and shore lines of the state. The campaign is found on license plates, highway signs, advertisements in key areas like airports and ball parks, social media, and television, and it has inspired new programs like Pure Opportunity an initiative of the Michigan Economic Development Corporation.
As Pure Michigan continues to paint a picture of possibilities, it stands as a testament to the enduring power of storytelling, remaining a pivotal campaign to study.