2009 is the first year Michigan went nationwide with it's Pure Michigan travel and tourism campaign, and while it remains to be seen if it's paid off economically, Forbes says the campaign is a class act. Tourism experts compared the ads to others campaigns worldwide and rated them in the top 10.
According to excerpts from the story:
With the economy keeping travelers closer to home this summer, cities, states and countries around the world--New York, Oregon and India among them--are rolling out attention-getting ads and promotions, some for the first time. Some aim to lure travelers seeking a respite from the stresses of urban life. The latest spot in a campaign for Michigan, for instance, beckons tourists "back to what's real and true." Pure Michigan (2006-ongoing) This campaign sells with its simple--and universal--message: that sometimes we all need to get away from life's stresses and relax a bit. The newest spot in the campaign shows the light from 100 lighthouses cutting through the "fog" of everyday life to "beckon us back to what's real and true." Turns out, that light is Pure Michigan.
Read the complete story here.