Pure Michigan, the state's tourism board, launched a new brand campaign to reinvigorate its image and appeal to a changing traveler demographic. The "Keep it Fresh” campaign aimed to showcase a more diverse and contemporary view of the state while maintaining its reputation for natural beauty and hospitality.

After years of success with a nostalgia-driven campaign, Pure Michigan needed to evolve its messaging to attract modern travelers seeking unique, perspective-changing experiences. The challenge was to present a balanced view of Michigan that highlighted both its natural wonders and its vibrant, diverse culture, appealing to travelers looking for self-expression and new adventures.

The creative strategy centered on the concept of self-expression and renewal through travel. By positioning Michigan as a destination where travelers can "let out what's real inside," the campaign tapped into the human truth that travel is a means of expressing and celebrating individuality. This approach aligned with post-pandemic traveler desires for atypical experiences and personal growth.

The campaign's soundbite, "Let out what's real inside with Pure Michigan," encapsulated this idea of personal authenticity and transformation through travel experiences in the state.

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