Michigan is launching, and revamping, marketing campaigns to attract business, talent, and visitors to the state. In March, the Michigan Economic Development Corporation (MEDC) launched its reimaged Pure Opportunity business marketing campaign, as well as the evolution of the Pure Michigan campaign. Additionally, the MEDC is developing the nation’s largest talent attraction campaign, set to launch later this year. The efforts seek to address changes in business operations, migration patterns, and travel behaviors that were fundamentally altered by the global pandemic.
The increased focus on the quality-of-life benefits of the ‘Pure Opportunity’ campaign marries with the iconic Pure Michigan campaign that launched a new effort inviting travelers to “Keep it Fresh” with spots designed to inspire and invigorate visitors to the state with inspiring new travel perspectives and voices. The ‘Keep It Fresh’ campaign marks Pure Michigan’s return to national TV during the summer timeframe, including commercials with regional travel partners, including Grand Rapids, Ann Arbor, and Traverse City. The “Pure Opportunity” campaign runs across TV, digital, connected TV, print, social, search, radio, and podcasts.