"If it ain't broke don't fix it" was Pure Michigan's ethos for over a decade. But hey, the formula worked. Pair beautiful footage of the state with a Cider House Rules song and a poetic, nostalgic voiceover from Tim Allen, and you got tourism ad gold. However, fourteen years later, that approach needed a fresh take.

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We did so with some baby steps. We pitched the concept "Pursue Your Pure" to open up the Pure Michigan brand to the traveler. Because "pure" isn't just a word to describe the state. "Pure" is what's at your core, and you go to Michigan to find it.