Pure Michigan
Pure Michigan
Inspiring four-season travel through integrated storytelling.
Served as integrated media and social lead for over 5-years, developing numerous campaign ideas, strategic plans and oversaw a team of media specialists to execute.
Everyone knows about Michigan as a spectacular summer vacation destination, they don't realize it has so much more to offer year round.
A fully integrated team across earned media, social media and paid advertising drove awareness and tourism revenue for the state 365 days per year. Through 100+ media familiarization trips, immersive 360 video and drone footage, SEO optimized site content, robust and engaged social communities and paid advertising across broadcast, outdoor, digital/social and experiential, the Pure Michigan campaign is not only iconic but generates tremendous revenue and consequently jobs across the state.
$5.49B return on investment over the life of the campaign.
Generated $9.5B in year round tourist spending and $664M in tax revenue.
Inspired over 5M vacations.
Too many to list
Virtual Pure Michigan (COVID campaign)
Still Pure (post COVID/return to travel)