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Building the Pure Michigan Brand

Building the Pure Michigan Brand. One Question. “Why would I go to Michigan when I can do all those things right here?”. One Observation. “Michigan is like Alaska, only closer.”. Our Goal. Brand Objective. Brand Position. Another, Slightly More Rural, Midwest State. The Heartland’s

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Building the Pure Michigan Brand

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  1. Building the Pure Michigan Brand

  2. One Question “Why would I go to Michigan when I can do all those things right here?”

  3. One Observation “Michigan is like Alaska, only closer.”

  4. Our Goal

  5. Brand Objective Brand Position Another, Slightly More Rural, Midwest State The Heartland’s Vacation Destination Getaway Artists.People (in Ohio, Indiana, Illinois, Wisconsin, Ontario) who put thought into turning their vacation (or long weekend) into the richest possible experience they can get for their time and money. Conceptual Target: Transport Me.There’s plenty to do back home. Their vacation destination should feel more like a special place that takes them out of their everyday routine. They want to be transported. Core Desire: An Authentic Destination.All states have places to go for golfing, fishing, shopping, sight seeing, etc. But only Michigan is an entire (and big) state that feels like a vacation destination is supposed to feel. Role of the Brand: A Perfect World In Your Own Backyard.Surrounded, protected and nurtured by the world’s largest system of fresh water lakes is a place less like everything is and more like everything was meant to be. Compelling Truth: Selling Idea: Pure Michigan.In our overdeveloped, strip malled and Starbucked world, one state still feels magic, mythic, authentic, untamed, unspoiled, uncompromised, timeless and true . . . pure Michigan. Travel Michigan Selling Strategy

  6. AbundantNatural Beauty AuthenticDestinations Unique Experiences Michigan is a state blessed with the riches of unspoiled nature: The world’s longest freshwater coastline, lakes that feel like oceans, shimmering beaches, forests bursting with autumn color, miles and miles of cherry orchards, glorious sunrises and sunsets, daytime skies of the deepest blue, nighttime skies scattered with stars. Michigan is alive with the kind of places that reveal special meaning: Motown’s Hitsville USA building, our lighthouses, our beachtowns, Mackinac Island, Greenfield Village and so much more. These places remind us of the deep values that define our essential human nature . . . and can only be found in Michigan. Michigan offers guests a near infinite array of moments that live forever in memory (like seeing sunrise over Mackinac bridge, feeling the full power of the Diego Rivera murals, giving yourself up to the awe of our northern coastline). People are drawn to Michigan because it moves them in ways that everyday life cannot. Majestic Mythic Magical Travel Michigan:Pure Michigan Brand Footprint Pure Michigan Means . . . Pure Michigan Is . . .

  7. 2010 Warm Weather Partners Great Waters Sault Ste Marie Bays, Beaches & Boutiques Saginaw Valley Alpena Beachtowns Grand Rapids Sunrise Coast Blue Water Area Harbor Country The Henry Ford Mackinac Island MackinawCity Traverse City Frankenmuth Ludington Muskegon Flint Lansing Michigan’s West Coast Silver Lake Sand Dunes Ann Arbor Coldwater/Branch County

  8. Add Your Content on michigan.org -- go to: http://www.michigan.org/Travel-Professionals/Default.aspx

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