Pure Michigan fueled a travel boom. Now, the iconic campaign is on a tight budget.

In just a few piano notes your brain recognizes the welcome disruption. The screen dissolves into a calming image. It’s a slow pan out to the dock, over the fishing stream, across the sand dunes or down the ski hill. It’s a nostalgia fever dream. Somehow the TV is showing your personal memories from every season, but Tim Allen is narrating it.

As a Michigander, it’s all yours to own and all yours to give.

Twenty years ago, the Pure Michigan campaign invited tourists into our home. And Michigan hospitality has kept them coming back for more ever since.
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With two decades under its belt, the state’s travel campaign is a household name. Its reach expanded beyond commercials, billboards and license plates. Pure Michigan is now synonymous with the state’s identity.

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