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Gov. Whitmer Launches New Bold Approach to Marketing the State as Home of Opportunity for All


April 4, 2023 



Gov. Whitmer Launches New Bold Approach to Marketing the State as Home of Opportunity for All

New attraction campaigns for business, travel and talent to highlight pro-business, natural wonder, and quality of life opportunities Michigan delivers on



Pure Michigan



LANSING, Mich. - Today, Governor Gretchen Whitmer announced that the state is making a bold, visually inspiring case as the destination offering businesses opportunity for growth, visitors a chance for a ‘Fresh Take’ on life and talent a home to build both a rewarding life and career.


“Michigan is a place that will drive the world forward through grit, our world-class workforce, and stunning natural resources,” said Governor Whitmer. “We will work together to show the world what makes Michigan the best place invest, innovate, live, and explore. We will continue competing with anyone to bring manufacturing jobs and supply chains home and become known as a state with a strong business climate and unparalleled economic opportunity for workers. Over the last 100 days, we have made record progress to make Michigan the state where you can afford to live, be who you are, and have access to health care. We invite everyone to be a part of what we’re building in Pure Michigan. Let’s keep getting it done.” 


In March, the Michigan Economic Development Corporation (MEDC) launched its reimagined Pure Opportunity business marketing campaign, as well as the evolution of the iconic Pure Michigan campaign meant to inspire and invigorate visitors through fresh travel perspectives and new voices. MEDC is also developing the nation’s largest talent attraction campaign, set to launch later this year.


Together, these efforts address head-on changes in business operations, migration patterns and travel behaviors that were fundamentally altered, and accelerated, by the global pandemic, offering a Michigan-first approach to changing perceptions and attracting and growing the businesses, visitors and talent to create long-term economic opportunity across the state.


The increased focus on the quality-of-life benefits of the ‘Pure Opportunity’ campaign marry with the iconic Pure Michigan campaign that launched a new effort inviting travelers to “Keep it Fresh” with spots designed to inspire and invigorate visitors to the state with inspiring new travel perspectives and voices. This will include three new television commercials - “Fresh Voices”, “Fresh Air”, and “Fresh Path” - set to a new sound with the introduction of an original track by Michigan-based, independent music company Assemble Sound and featuring the voice of Detroit poet jessica Care moore who will be the first new artist adding her fresh voice to the campaign through a Spoken Word content series.


The ‘Keep It Fresh’ campaign marks Pure Michigan’s return to national TV during the summer timeframe, with spots and custom executions running across Discovery, Food Network, HGTV and Magnolia Network. Regional efforts will target the state of Michigan, as well as Atlanta, Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, Minneapolis, South Bend, St. Louis and Toledo.


The campaign will also run across digital, connected and linear TV, print, social media, radio and streaming audio services with the digital portion of the campaign having launched in late February, national TV in March, and wrapping at the end of July. It will also feature commercials with regional travel partners, including Grand Rapids, Ann Arbor, and Traverse City, using the sights, sounds, and artistry that reflect the range of unique experiences and stories to be found in Michigan.


Meanwhile, the “Pure Opportunity” campaign runs across TV, digital, connected TV, print, social, search, radio, podcast, and out of home (OOH). Print ads will appear in national publications such as Forbes and Inc. and in-state outlets Crain’s Detroit Business and MiBiz. Radio spots can be heard on Sirius and NPR. The campaign also touts Michigan’s skilled labor pool, freshwater resources, and top ranking in Climate Change Preparedness, which set the state apart from much of the country.


Michigan’s appeal to businesses, workers, and visitors has not gone unnoticed. Earlier this year, the state drew comparisons to Silicon Valley for its strategic investments in startups, future mobility, and the growth of Detroit as a tech-hub. The state has also racked up a slew of No. 1 rankings for various attractions like its Sleeping Bear Dunes National Lakeshore, Mackinac Island, Island Royale, Detroit Riverwalk, and charming small towns.


“It is impossible to discuss disruption or innovation without mentioning Michigan. Many groundbreaking discoveries, legendary music genres and recreational pastimes were founded here in Michigan. Creative problem-solving and making the impossible possible are elements of who we are in Michigan! Which is why we are once again reminding the nation – and eventually the world – of who we are and what our state continues to offer in a rapidly evolving world,” said Quentin L. Messer, Jr., CEO of the MEDC. “We have a great story and must boldly tell it as Michiganders. So, to all risk-takers, game-changers, trailblazers and believers – we welcome you to build a life, career, business and future that is uniquely your own and about which you can be proud right here in the great state of Michigan.”


Creative elements of the ding Grand Rapids, Ann Arbor, and Traverse City, using the sights, sounds, and artistry that reflect the range of unique experiences and stories to be found in Michigan.


Meanwhile, the “Pure Opportunity” attraction campaign include images from Michigan companies including Pfizer, Orbion Space Technology, Calumet Electronics, FANUC and FLO, while images for the in-state efforts include Short’s Brewing Company, Daddy Dough Cookies and Detroit Denim.


"At Orbion we are fiercely proud of our Michigan roots and location. We build xenon plasma thrusters that satellites use to maneuver in space. Our factory is housed in a lakeshore office building in a beautiful small-town rural setting – but we still have access to all of the technology, capital, and human resources that we need to run a rocket company,” said Brad King, CEO of Orbion Space Technology. “The world has changed and you no longer have to live in a crowded urban area with high cost of living in order to have a career in high technology. We are humbled and proud that the MEDC asked to feature our logo on this new campaign.”


“Michigan is home to an impressive and diverse array of small businesses. In order for these businesses to thrive, it’s imperative that we find solutions that will increase our labor force participation,” said Small Business Association of Michigan President & CEO Brian Calley. “This Pure Opportunity campaign highlights what makes Michigan a great place to live, work and play.”


“The Pure Michigan advertising campaign has been an integral component to the success of the tourism industry in the State since its debut in 2006. It has brought national recognition to the amazing natural resources and the remarkable hospitality our State has known for generations,” said Michael Keller Zehnder, President and Owner of Bavarian Inn Lodge. “Frankenmuth was not alone during the doldrums of tourism activity and spending in 2006, but the MEDC and Travel Michigan team realized the need for support was there. By cultivating many partnerships through State government and the private industry, a nationally recognized and award-winning advertising campaign was launched and continues to be extremely important to the State’s tourism industry. Our Bavarian Inn Zehnder Family is very proud of the work the MEDC has performed on behalf of all tourism related businesses within the State and we look forward to a promising 2023.”


Building on the launch of the ‘Pure Opportunity’ campaign and ‘Fresh Take’ Pure Michigan campaign, the MEDC is working to build a national talent attraction campaign into its portfolio of efforts to market the state, expected to launch nationally later this year. 


Last year, MEDC launched its Talent Action Teams (TAT) in both the EV/mobility and semiconductor industries, working in coordination with Michigan employers, education leaders and training providers to assist prospective jobseekers in pursuing career goals in the state.


Last month, Lt. Governor Garlin Gilchrist II, MEDC and TAT partners announced the Michigander EV Scholars program, featuring up to $10,000 scholarships to as many as 350 students at participating universities who sign a letter of employment with an approved company and commit to staying for 12 months in the state. With an in-state marketing campaign already active to help fill existing job openings in the EV/mobility sectors in the state today, the broader talent attraction campaign will continue to build on these efforts to create innovative talent initiatives to connect a workforce with employers while also highlighting the assets – including an affordable, high-quality of life, climate stability, and high tech career paths – that make Michigan a place uniquely suited to live, work and recreate. 


Pure Michigan