In 2024, Pure Michigan had advertised under a campaigned titled “Keep It Fresh” for 5 years and wanted a new evergreen campaign for their tourism department.
I had the pleasure of collaborating with copywriters Zoe Replinger and Dave Fymbo.
Pure Michigan
CAMPAIGN DEVELOPMENT
VISUAL DIRECTION
PRINT & DIGITAL ASSETS
The Ask
Create, present, and execute a campaign that positions Michigan as a destination that enchants visitors and encourages them to establish lifelong roots.
The campaign needed to meet 3 core objectives to align with the client’s brief: adaptability across all seasons, a focus on work-live-play messaging, & a boost in local pride.
“For Every Season of You”
Campaign Concept
