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Pure Michigan State Tourism Campaign

In the five years I helped write the stories of Pure Michigan, this campaign became famous with its own Wikipedia entry, some very funny YouTube spoofs and a place on the Forbes list of the ten best travel campaigns of all time. Director: Anthony Garth | Avalon Films Accolades for the Pure Michigan travel & tourism campaign: • Best State Tourism Advertising, Television, Radio & Social Media Campaigns – Mercury Awards • A place on the Forbes list of the 10 Best Travel Campaigns of all time • ROI – Motivated 7.2 million trips to Michigan with visitors spending $2 billion at Michigan businesses and paid $138 in Michigan sales tax. In other words, the state made $4 for each dollar spent on Pure Michigan advertising. • Michigan.org is the most popular state tourism web site in U.S.

Project Roles
Copywriter, Creative Director
Company
McCann
Skills
Copywriting
Media
Scripted TV, Social Media Content, Websites
Pure Michigan State Tourism Campaign