Pure Michigan: A Public Morale Campaign for the Great Lakes State
It’s hard to avoid bad news about what’s happening in Michigan right now. Have you heard we have one of the highest unemployment rates? Or about how the auto industry is going bankrupt? What about that constant rotation of jokes about Detroit and all its mayors?
Yes, Michigan is having some down times and that is why I want to bring some cheer via my endorsement, and love, to the “Pure Michigan” advertisements. Michigan’s travel association is making us remember why we love this state so much.
The ad campaign, which launched in 2006, consists of TV and radio advertisements put together by the state of Michigan. The ads have run around the Midwest for the past three years and are narrated by actor, comedian, and Michigan native Tim Allen. The ads cover topics from Michigan sunrises to Michigan town nicknames.
Call me a sap, but the ads have brought tears to my eyes on multiple occasions. Many of my friends also have a fascination with them. We spend our days sending YouTube clips of them to each other, talking about how we hush the living room when they come on, and debate which of them reminds us of our childhood vacations.
Remember, my friends and I are part of this younger college-educated generation that is leaving this state as fast as we can.
Maybe we are leaving because we don’t get enough reminders of how great this state can be. The Pure Michigan ads are taking our tarnished public image that has been dragged through the wet, spring mud and reminding us all of why it is we stay.
The ads are a business success too. According to Travel Michigan’s president, George Zimmerman, each dollar spent of the campaign so far has put $2.86 back in the state treasury. While tourism is still projected to be down nationwide because of the economy, this is a great way to set Michigan as a destination over other states for the travel dollars that will occur, and subliminally, it helps attract businesses as well. It’s a perfect way to display our great quality of life.
Keep up the great campaign, the word is getting out.
So thank you Pure Michigan for reminding me that no matter where I end up, I’m proud of where I’m from.
June 11th, 2009 at 9:25 am
I think the Pure Michigan commercials are one of many steps that hopefully will lead many back to what is a beautiful state. I am from Chicago and am proud to say that I am looking forward to reinvesting in the Lansing area after I graduate next spring. I am also in PR/Marketing and Social Media. I worked on a project for Pure Michigan last fall in a capstone class to consult them on what social media avenues were open for them to try to bring in more youth. I am glad I am not the only one who believes in Michigan, and wants to pursue a PR related job in NY or CHI.
-Tommy B.