Tranquility and Nostalgia
Over the course of the 19th century, both advertisers and tourists began to equate the act of heading north with health benefits. In 2008, Governor Granholm began a new marketing campaign focused on the tourist industry, especially Michigan's forests and waterways. The "Pure Michigan" campaign aimed to restore and encourage people's connection with nature, building upon the Michigander trope of "heading north" for a vacation.
The "Pure Michigan" campaign began with a series of commercials set to The Cider House Rules theme song and narrated by Tim Allen, an alumnus of Central Michigan University. Making its national debut in 2010, the advertising campaign played on the image of Michigan as a paradise of nature and a reprieve from a busy or crowded life. It was a sweeping success. Today, the term "Pure Michigan" has become known nationwide as the phrase embodying Michigan as a northern retreat. The campaign has led to economic success, as well, resulting in partnerships with corporations such as Coca-Cola, as well as "Pure Michigan" ice cream flavors and Vernors cans.
Before the "Pure Michigan" slogan, however, came a number of older attempts at promoting the state as a destination. The first Michigan tourism promotion came about in 1873, but it was far from the statewide, coordinated effort of today. During most of the 19th century, promoting tourism was an act done solely by individual companies, such as rail lines hoping to promote their own services. It wasn't until the late 19th century that a Convention and Visitors Bureau was formed in Detroit, followed by a 1917 Michigan Tourist and Resort Association. As the people of the United States gained better access to cars and well-maintained roads in the 1930s and 1940s, Michigan tourism again advanced and took off. The Michigan Tourist and Resort Commission was founded in 1934, and the state legislated a statewide travel commission in 1945.
"Pure Michigan" is also not the first Michigan advertisement campaign to focus on the state's natural wonders. Before they had Tim Allen and the sweeping panoramics of Michigan forests and beaches, the state pushed "Water Wonderland" in the 1950s and 1960s. This campaign depicted Michigan as a "nature-based playground in the heart of the Great Lakes region" where families could fish and swim in peace. In the 1970s and 1980s, Michigan promotions turned to "Say Yes to Michigan!" in an effort not to emphasize a specific trait of the state over another. However, for centuries—beginning with the state's 19th-century water resorts and healing springs—Michigan's beautiful natural landscapes and abundance of freshwater have served as a drawing point for visitors.
Yet no phrase captures the love and nostalgia for Michigan's outdoors as fondly as "Pure Michigan." Since its inception over ten years ago, the campaign has won a multitude of awards and been named one of the top ten travel campaigns by Forbes. The phrase can be found all across Michigan, from license plates, social media pages, and billboards to t-shirts and store fronts. Bridge Michigan states that, "Pure Michigan took off because it tapped into a sense of nostalgia at a time when Michiganders were desperate for something that gave them hope." The campaign symbolizes a push to return to Michigan's nature.
Today, Michigan's website is emblazoned with the "Pure Michigan" logo and advertises hiking and biking trails, beaches, and family outdoor activities as draws for visitors. The website describes Michigan, saying: "From scenic routes on the open road to rugged trails, from the sand-covered to the well-traveled, they all lead us to the beauty of nature and simple pleasures."
To learn more about the history of Michigan and the "Pure Michigan" campaign, visit the Clarke Historical Library website.
