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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands