The Pure Michigan campaign has been increasing travel to, and spending in, Michigan for over 10 years. So much so that it has been awarded two Effies for sustained success.
DETROIT, Aug. 24, 2016 /PRNewswire/ -- McCann Detroit Awarded MEDC's Pure Michigan Business, Extending 10-Year Relationship.
PR Newswire, 08/24/2016
|Client||Start Year||End Year|
|GM Corporate Brand||2001||Current|
|Michigan State Housing Development Authority (MSDHA)||2016||Current|
At McCann Detroit, we believe in finding the underlying Truth about a brand. And we believe in the power of a compelling story. When you combine those two things, you create something truly magical. That’s been our themeline for over 100 years. Why is the Truth so important to us? Well, we see too many brands trying to be something they’re not. But for a brand to be successful, it must leverage what they really are, rather than what they think they are.
The Truth comes from many places. From within your company. From your customers. From the cultural backdrop. Or from the competitive environment. Our strategic process starts inside your brand, discovering equities, stories and plans that connect with the hard data surrounding your business. Because the Truth lives in data, observations and real-life experiences.
We don’t erase the past in hopes of creating something new and exciting. Instead, we search for the “wow, that’s us.” That idea you’ve been dancing around but maybe never quite articulated.
This is what we do. We find the truth about a brand and we tell it well. This is the process we use to get millions of vacationers to visit Pure Michigan - without once showing the typical laundry list of attractions. And, we use to fill millions of ALDI shopping carts - without a single sales promotion.
Come visit us at mccanndetroit.com