When you live in a cold climate, a place with lots of snow in the winter months, you can’t hide inside by the fire. The winter is much too long for that. Instead, you find a way to embrace the elements and your place in the great outdoors.
Michiganders, for instance, are not the type to fret over a sub-zero wind chill.
“When you’re crafted from winter, this is what you do.” The writing here is spot-on. I also like the old-timey feel to these spots.
The commercials are not trying too hard and the state isn’t trying to be something it’s not. For instance, Michigan is not Colorado. The place and the people are more down to Earth and the commercials help to convey this brand truth.
Does Pure ROI Exist?
Crains Detroit notes that the Pure Michigan campaign—launched in 2006 and powered by the voice of Michigan native actor Tim Allen—has been lauded by the Michigan Economic Development Corp. for driving tourism and increasing the state’s visibility as a four-season destination.
The campaign has also been the target of critics, including the Midland-based Mackinac Center for Public Policy, over its estimated return on investment.
While the policy wonks wonk, the MEDC approved an extension of its contracts with McCann Detroit. The state now spends $25.5 million per year for tourism marketing and a $7.8 million per year for business marketing with the agency.
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