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WHEN TRAVEL GOES SOCIAL

MAKING A BIG TRAVEL BRAND PERSONAL

CHALLENGE

CAPTURING CONTENT FROM EVERY CORNER OF THE STATE FROM ONE CORNER OF THE STATE

CULTURALLY

Short-form video has trained users to expect personal content at their fingertips, all the time. This is challenging for small agency teams with limited resources. How can we produce a high volume of content, on-trend for these platforms, that feels personal?

BRAND

Michigan has hundreds of small communities with unique stories and experiences to share. These experiences often occur in short seasonal windows. How can our Detroit-area team produce a high volume of content for Pure Michigan that accurately represents the whole scope of the state within these timely windows?

ONEKAMA

Agency Creative Resources

Four things to do in :34 seconds in the relaxing Onekama.

  

 🌅 Wake up early for a sunrise walk 

🍳 Breakfast at @yellowdogcafe_onekama

🥪 Lunch at the @portagepointresort cafe 

🍹 @arcadiabluffs for sunset, sips, and bagpipes 

 

#PureMichigan #Onekama #ArcadiaBluffs #PortageLake #LakeMichigan

COMMUNITY RESPONSE

DELIVER UNEXPECTED GEMS IN AN UNEXPECTED WAY

OUR SOLUTION

Four in 34 highlights city attractions in a prime format for TikTok and Instagram Reels: fast and to the point. The short-form videos take users through four feature destination attractions, providing a loose itinerary for future trips, or inspiration for those new to Michigan. The content is made to be saved for future reference or shared with a friend.​

FOUR IN 34

Four in 34 highlights city attractions in a prime format for TikTok and IG Reels: fast and to the point. The short-form videos take users through four feature destination attractions, 

providing a loose itinerary for future trips, or inspiration for those new to Michigan. The content is made to be saved for future reference or shared with a friend.

FOUR IN 34

FOUR IN 34 SOLVES OUR  CULTURAL AND BRAND CHALLENGE IN TWO MAIN WAYS

1.

It provides a versatile wrapper for every city in the state to be captured through, ensuring we have fair representation of small and big communities.

2.

The structure gives partners an easy execution model to capture content on Pure Michigan's behalf, extending our resources to a state full of creators.

OUR SOURCES

We engaged a combination of content creators, in-house producers, destination partners, and agency creative resources for content capture.

THE LANDSCAPE 

INSIGHTS TO DRIVE 

SUCCESS IN TRAVEL

WE COVERED

A LOT OF GROUND

WHILE REMAINING IN METRO DETROIT 

Channels like TikTok and Instagram Reels have changed the user expectation from brands on social media

SHORT FORM IS KING

Smart algorithms have changed the way users consume content and led to personalized experiences

CONTENT IS HYPER-PERSONAL

AI-generated content has led to a decrease in trust between consumers and brands

INAUTHENTICITY IS ON THE RISE

use social media for travel purposes

60% OF GENZ AND 40% OF MILLENNIALS

have booked a stay at a new resort or hotel they saw on TikTok

32% OF USERS

Have traveled to visit a new destination after seeing a TikTok video about it.

APPROXIMATLEY

52.5 MILLION PEOPLE

RESULTS

OVER 1.5 MILLION ORGANIC VIEWS

51.2K+

Total Engagements

23.9K+

Total Likes

7.4K+

Total Shares

5.4K+

Total Saves

2.55% ABOVE ENGAGEMENT RATE FROM ANY OTHER TRAVEL BRAND

BUT THAT'S NOT ALL

THE TEAM BEHIND IT

CREATIVE

Kirby Harris 

Associate Creative Director

Tommy Simon 

Associate Creative Director

Peter Levin

Executive Creative Director

McCall Donaghue

Copywriter

ACCOUNT

 

Kara Cook

Senior Partner

Julie Joupperi 

Associate Vice President

STRATEGY

Erica Tackett

Director of Marketing Strategy 

Elizabeth Merzin

Senior Digital Strategist 

IN PARTNERSHIP WITH

MEDC VIDEOGRAPHERS

Kyle Gilmore

Drew Mason

CONTENT CREATORS

@LansingMom

@caleb.grimshaw

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