We all know the iconic "Pure Michigan" campaign voiced by Tim Allen. Now his voice is joined by someone else, and the script is from the heart. Detroit poet Jessica Care Moore is the new voice, and her original writing is the script describing the most beautiful places across the state.

Jessica Care Moore Detroit's Jessica Care Moore is the new voice of the popular Pure Michigan tourism campaign.

Pure Michigan is as an advertising campaign by the state of Michigan to market the state of Michigan as a travel and tourism destination. It was launched in 2008 featuring the voice of actor and comedian Tim Allen, using the title song from The Cider House Rules as the background music in television commercials.

McCann Erickson advertising In 2006 the “Pure Michigan” phrase was created by the McCann Erickson advertising agency for Travel Michigan, and an advertising campaign was launched regionally.

The unprecedented tourism fund amount for the state allowed the Pure Michigan campaign to be broadcast on a national level beginning in March 2009.

Before Pure Michigan, the state's tourism campaign centered on the slogan “Great Lakes, Great Times,” adopted in the late 1990s under then-Gov. John Engler.

What is Michigan Known For?

• Famous places: Detroit, Dearborn, and Ann Arbor.
• Famous people: Tim Allen, Madonna, and Henry Ford.
• Famous food: Superman ice cream, Mackinac Island fudge, and Vernors.
• History and traditions: Automobile industry, going “Up North,” and “Painting the Rock”

Pure Michigan is as an advertising campaign by the state of Michigan to market the state of Michigan as a travel and tourism destination. It was launched in 2008 featuring the voice of actor and comedian Tim Allen, using the title song from The Cider House Rules as the background music in television commercials.

Pure Michigan is as an advertising campaign by the state of Michigan to market the state of Michigan as a travel and tourism destination. It was launched in 2008 featuring the voice of actor and comedian Tim Allen, using the title song from The Cider House Rules as the background music in television commercials.

Keep It Fresh The 'Keep It Fresh' campaign marks Pure Michigan's return to national TV during the summer timeframe, with spots and custom executions running across Discovery, Food Network, HGTV and Magnolia Network.

"The Pure Michigan advertising campaign, while the most widely recognized, is just one of the many attraction and retention campaigns the MEDC leverages to promote Michigan as an ideal place to live, work, visit and build a future," McKinley said.

McCann Erickson advertising In 2006 the “Pure Michigan” phrase was created by the McCann Erickson advertising agency for Travel Michigan, and an advertising campaign was launched regionally.