Media Business | Dave Lorenz - How the Media Deals with an Updated Pure Michigan

For Media Business Episode 49: Tony Conley welcomes back Dave Lorenz Vice President-Travel Michigan at Michigan Economic Development Corporation Before that Dave was already A seasoned tourism professional, Lorenz has served for more than a decade as the Industry Relations and International Marketing Manager for Travel Michigan. Prior to coming to Travel Michigan in October 2002, Lorenz was the Manager of Partnerships and Promotions, for Meijer, Inc. where he was responsible for the facilitation of collaborative marketing programs with key consumer goods manufacturers such as Nabisco, Kraft, Kellogg’s, General Mills, Coca-Cola, Disney and Mattel. Lorenz attended Western Michigan University. He lives in Norton Shores with his wife, Roberta. “Travel is one of the best ways to gain fresh perspective and expand your thinking,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “The ‘Keep It Fresh’ campaign is an invitation to experience something different and feel renewed in Pure Michigan, using the sights, sounds, and artistry that reflect the range of unique stories and opportunities to be found here.” The Pure Michigan advertising campaign first launched in 2006. The campaign’s familiar voice, nostalgic soundtrack and picturesque visuals have successfully beckoned travelers to Michigan’s sparkling beaches and vibrant cultural centers for more than 17 years. Today, Pure Michigan is one of the most recognized travel brands and hashtags. However, the world and how people seek and share travel information and inspiration is constantly changing. Since its inception, the Pure Michigan campaign has evolved to meet these changing trends and interests, introducing new social channels, influencer programs, accessibility initiatives, and most recently, fresh campaigns and targeting that inspire deeper connections while traveling. The ‘Keep It Fresh’ campaign will run across digital, connected and linear TV, print, social media, radio and streaming audio service