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
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