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.

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.

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.

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.

Name Origin: Derived from the Indian word Michigama, meaning great or large lake.

Pure Michigan is a fantasy concocted by ad men, presumably after much consultation with focus groups and cogitation on the vicissitudes of branding. And it's designed to evoke a clear set of associations - clean air and water rushing through a forest glen, authentic people, and honest sentiments.

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

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”