Pure Michigan

Michigan faced negative media buzz with the onset of the financial crisis and economic downturn. This meant that Michigan Tourism had to fight this reputation to attract tourists from elsewhere in the U.S.

Pure Michigan

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

For generations, Michigan's economy stood securely on three powerful legs: manufacturing, agriculture, and tourism. For the better part of the last decade, however, the tourism industry found itself increasingly challenged by the seemingly inevitable decline of the U.S. auto industry. Fewer jobs meant fewer people to enjoy Michigan's exceptional vacation amenities... and a lot less money to keep the hotels, restaurants, and tourist towns of the state viable. The Pure Michigan campaign launched in 2006 during arguably, one of the most depressed economies we (both Michigan and the entire country) have seen in...

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