In Search of Hidden Treasure
Treasure
Once we were dreamers, adventurers sent out to discover new lands, new people, new ways. Once we were great explorers in search of hidden treasure. Secret hideouts. Magic lands. The treasure is still here and waiting to inspire a new generation of dreamers. Come uncover the riches and bounty of Pure Michigan.
Pure Michigan began with a 2006 advertising campaign featuring the voice of comedian Tim Allen. The campaign was intended to promote tourism, but in doing so, it also captured a way of life–a way of abandoning busyness and getting back to what matters.