Michigan Economic Development Corporation

McCann Detroit *Lead Agency

Mark Canavan, EVP Creative Director
Susan Stallings, VP Creative Director
Chris Cannon, Associate Creative Director
Kim Almonroeder, VP Account Director
Eric Bowe, EVP Director Strategic Integration
Danny Fellin, VP Associate Director Brand Planning
Peter Levin, EVP Executive Digital Creative Director
Maureen Clemons, Account Executive

Universal McCann

Weber Shandwick Detroit

Pure Michigan is much more than an ad campaign.Its a movement that has generated unstoppable growth in tourism revenueand invaluable pride for an entire state. In the face of recession, political change and seemingly daily Detroit-bashing headlines, Pure Michigan has generated 27 million visitor trips, $8 billion in visitor spending and $557 million in tax revenue (2006-2015). ROI has risen annually from $2.11 (2006)to $7.67 (2015), proving not only efficacy, but how its been instrumental in rebuilding the states economy, reputation and pride.