Pure Michigan Invites Travelers to ‘Seek Authenticity’ through Urban DNA Campaign

Release Date

LANSING, Mich. – Michigan’s downtowns offer vibrant art and music scenes, tastes that reflect global diversity and nightly entertainment that help visitors get to know the city. Pure Michigan is celebrating the dynamic and authentic urban environments across the state with a new digital campaign launching today.
Aimed to inspire millennial travelers by highlighting the unique ecosystems that combine art and culture with people and foods, the Urban DNA campaign utilizes influencers and video to introduce travelers to Detroit, Ann Arbor, Flint, Lansing, Kalamazoo and Grand Rapids, encouraging them to ‘Seek Authenticity.’
“The Urban DNA campaign highlights the unique cultures found in each of our state’s largest cities,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “We hope that in seeing what Michigan’s cities have to offer through the lens of residents with passion for their communities, travelers will be inspired to experience the foods, cultures and arts that Michigan cities have to offer.”
A key component of the campaign is a series of videos hosted by Detroit native and co-founder of Slow Roll, Jason Hall. The six-part series will take viewers on a tour of urban cores in Detroit, Ann Arbor, Grand Rapids, Lansing, Kalamazoo and Flint – telling each city’s story through business owners and residents of these distinct destinations. The videos will be promoted in advertising and can be watched at michigan.org/cities. Hall’s voice will also be heard on spots running on Expedia and Spotify as part of the Urban DNA campaign.
The campaign, with a budget of $1.2 million, seeks to attract and inspire visitors from key markets across Michigan and the Great Lakes region – including Chicago, Ill., Fort Wayne, Indianapolis and South Bend, Ind., Cincinnati, Cleveland, Columbus and Toledo Ohio; Green Bay and Milwaukee, Wis.; and Pittsburgh, Pa. – to take an overnight trip get to know one of our vibrant Michigan cities.
Pure Michigan will also work with social media influencers to help spread the Urban DNA story. These influencers have an affinity for travel and are millennials with an interest in arts and culture. In addition, custom content will be created for Thrillist with articles highlighting each city, and two murals will be painted on walls in the Wicker Park and Uptown neighborhoods of Chicago to further generate awareness of Urban DNA.  These components will complement traditional digital and social advertising.
Visitors can use the hashtag #PureMichigan to share experiences exploring the state’s urban DNA.
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook, Instagram, Pinterest, and Twitter.

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Media Contact: Kathy Achtenberg, [email protected], 517-335-4590