Be There

At four-and-a-half minutes, the campaign’s long-form video, “Be There,” is prominently featured on the campaign’s landing page at BeThereMichigan.com. The piece thoughtfully combines key messaging and upbeat, emotional music with actual footage from Michigan broadcast news stations and b-roll content starring Michigan’s most recognizable cities, landmarks, and points of interest.

To ensure we got it right, we showed early variations to focus group participants, allowing us to collect data on specific generational preferences and reactions. The final video is the result of several iterations to fine-tune our messaging.

This authentic, behind-the-scenes look at the broadcast media industry in action provides a powerful context for effective recruitment. The long-form video effectively weaves together key messaging, while providing the basis for a robust library of compelling video assets that work both together and independently to promote the overall message.