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‘Fresh’ Messages Used In MI’s New Marketing Campaign

April 11, 2023

Article courtesy MIRS News for SBAM’s Lansing Watchdog e-newsletter

Move over “Pure Michigan.”

Three “fresh” new TV commercials are being rolled out in surrounding Midwest cities outside of Michigan in an attempt to draw business to the Great Lakes State.

“Fresh Voices,” “Fresh Air,” and “Fresh Path” are set to new music but still have a flavor of the iconic “Pure Michigan,” according to the Michigan Economic Development Corporation (MEDC). It will feature the voice of Detroit poet Jessica Care Moore.

The campaign touts Michigan’s skilled labor pool, freshwater and its top ranking in the Climate Change Preparedness, which sets it apart from much of the rest of the country, according to the MEDC. They will also mark the return of the Pure Michigan advertisements on Discovery, Food Network, HGTV and Magnolia Network.

“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,” said MEDC CEO Quentin L. Messer, Jr.

Digital, TV, print, social media, radio and streaming services will feature the “Keep It Fresh” campaign message to as far away as Atlanta. It will also appear in Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, Minneapolis, South Bend, St. Louis and Toledo.

Pfizer, Orbion Space Technology, Calumet Electronics, FANUC and FLO are among the Michigan companies pictured in the ads, to go along with images of Short’s Brewing Company, Daddy Dough Cookies and Detroit Denim.

The press release announcing the campaign included quotes from Bavarian Inn Lodge President and Owner Michael Keller Zehnder, Orbion Space Technology CEO Brad King and Small Business Association of Michigan President and CEO Brian Calley.

The print ads would appear in national publications, as well as state outlets like MiBiz and Crain’s Detroit Business.

The Michigan Economic Development Corporation launched the marketing campaign in March and will be launching a talent attraction campaign later in 2023.

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