Potential of Water
Water. We take our showers with it. We make our coffee with it. But we rarely tap its true potential and just let it be itself, flowing freely into clean lakes, clear strings and along more fresh-water coastline than any other state in the country. Come realize water’s true potential. Dive in to the waters 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.