Forbes Magazine has ranked the Pure Michigan campaign, an ad campaign designed to boost the Michigan economy by encouraging tourists to vacation in the state, as one of the ten best tourism campaigns of all time. The ad campaign, launched in 2006, has been featured in TV and radio commercials during a huge ad blitz over the last few months.
The Pure Michigan campaign came under serious criticism when it was rolled out. One commenter called it “lackluster and unoriginal,” while a writer from the Chicago Sun-Times wrote an op-ed in the Detroit Free Press a few weeks ago to call it “pure torture.”
Despite those criticisms, the campaign has worked. One review found that for every dollar spent on the campaign, forty dollars came to the state and adds nearly three dollars to state revenue. The Travel Industry Association of America also gave the campaign its top award in 2007.