Pure Michigan is celebrating the dynamic and authentic urban environments across the state of Michigan that offer exciting entertainment, vibrant art and dynamic music scenes, and a global diversity that helps visitors really get to know a city.

With a budget of $1.2 million, the Urban DNA campaign hopes to inspire millennial travelers by highlighting the diverse ecosystems that combine art and culture with people and food. The campaign uses videos and influencers to introduce travelers to cities like Lansing, Detroit, Ann Arbor, Flint and Grand Rapids with a simple message: “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 Corp. “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.”

The campaign’s goal is to attract and inspire visitors from key markets across Michigan and the Great Lakes region, including cities like Chicago, Fort Wayne, Indianapolis, Cincinnati, Pittsburgh and more to take an overnight trip and get to know Michigan’s vibrant cities.

Pure Michigan also plans to work with social media influencers to help spread the Urban DNA story. Another key component of the campaign is a series of videos hosted by Detroit native and co-founder of Slow Roll Jason Hall. The videos, which can be watched at Michigan.org/cities, will present viewers with a tour of urban cores and tell each city’s story through business owners and residents of the areas.  Ads will also run on Expedia and Spotify.

Visitors can use the hashtag #PureMichigan to share experiences from exploring the state’s Urban DNA.




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