Some people think Michigan is just like any other midwestern state, but once they actually get here, they’re always blown away by everything the state actually offers. They say things like, “this is just like Napa Valley” and “I feel like I’m in the Pacific Northwest” or “This is some of the best beer I’ve ever had.” Those are all very flattering comments and we’re proud of that, but in Pure Michigan, we’re most proud of who we aren’t.
PRINT / OOH
We know our audience wants to experience new, exciting, and enticing places. But places that are well known can’t be discovered.
For this campaign, we leverage Michigan locations that are easily mistaken for the more popular vacation hot spots enticing people to ask the question “Why wouldn’t I just go to Michigan?”
SOCIAL
SNAP CHAT FILTERS
In a culture of capturing and constantly sharing where we're at we would like to take the opposite approach and share where we’re not.
Leveraging SnapChat geofilters, travelers visiting Michigan “NOT” spots will have an opportunity to share their own “NOT” moments with our custom filter.
Experiential
NOT SPOTS
These gems of Michigan are dotted everywhere from Detroit to the tip of the Upper Penninsula. To make it easier to find these locales, we mark each one with a “Not Spot” marker.
To help people discover these Not Spots, we develop an app with all of the Not Spots pinned and a check list to challenge travelers to visit them all. When they arrive at a Not Spot, they can take a picture, tag it, then upload it to social media only instead of tagging pictures with the actual location, we’ll create geo tags to fit in the campaign such as “NOT the Golden Gate Bridge”.
OLA
Use targeted OLA on all the major travel sites to sway people from taking that costly unoriginal vacation and serve up a unique trip with similar Michigan experiences.
