Gladwin County sought to increase tourism and residency in the area. Luckily for us, the region was Michigan’s best kept secret. A wonderland of outdoor activities, natural beauty, and peaceful removal from bustling metropolitan areas, the moniker of “Michigan’s Backyard” was well-deserved.
BUILDING ON A NEW IDENTITY
With local cities recently revamping its brand identity with another firm, we were tasked with stitching this campaign seamlessly into a new visual system that had only just begun to see practical use.
Careful selection from their brand palette and adherence to their new typographic standards were vital to this goal.
WISH YOU WERE HERE
The campaign encompassed a variety of media. Print ads in relevant magazines and rack-cards at popular rest stops, strategically-located billboards, and videos that highlighted the serenity, natural beauty, and fun to be found in Michigan’s Backyard were employed to draw visitors to the region.
EXPERIENCE IT FOR YOURSELF
Capturing photos and video across all four seasons provided Michigan’s Backyard with a significant library of promotional content. To quickly highlight the experiences and activities that can be done in Michigan’s Backyard, we created short 15-second digital ads for placement across various social media channels.