Michigan
Pure Michigan
Pure Michigan
CAMPAIGN PITCH
Some people think Michigan is just like any other midwestern state, but once they actually get here, they’re always blown away by everything the state actually offers. They say things like, “this is just like Napa Valley” and “I feel like I’m in the Pacific Northwest." Those are all very flattering comments and we’re proud of that, but in Pure Michigan, we’re also proud of who we aren’t.
01. IDEA
We know our audience wants to experience new, exciting, and enticing places. But places that are well known can’t be discovered.
Leverage Michigan locations that are easily mistaken for the more popular vacation hot spots enticing people to try Michigan instead.
02. PRINT
03. SOCIAL
In a culture of capturing and constantly sharing where we're at we would like to take the opposite approach and share where we’re not.
Leveraging SnapChat geofilters, travelers visiting Michigan “NOT” spots will have an opportunity to share their own “NOT” moments with our custom filter.
05. EXPERIENTIAL
These gems of Michigan are dotted everywhere from Detroit to the tip of the UP. To make it easier to find these locales, we mark each one with a “Not Spot” marker.
To help people discover these Not Spots, we develop an app with all of the Not Spots pinned and a check list to challenge travelers to visit them all and share their journey on social.
05. OLA
Use targeted OLA on all the major travel sites to sway people from taking that expected vacation and serve up a unique Michigan experience.
