March 29, 2023


Holland, MI- Careerline Tech Center Business Management, Graphics Design A and B, and Media Communications program students connected their classroom learning to all aspects of the travel industry in preparation for speaker David Lorenz, Vice President of Travel Michigan, on Monday, March 13.

pure mi presentation

To plan for the visit, students worked on program-specific career development activities centered around the Pure Michigan campaign using their marketing, social media, product branding, printing and digital media, and business planning skills. 

Lorenz’s interactive presentation gave students insight into current and future Pure Michigan advertising campaigns as well as the planning and budgeting required to attract visitors to Michigan from all over the world. Topics discussed included budgeting, working with state officials on funding, ad creation, talent acquisition, production, and final approval of the marketing plan for Pure Michigan 2023-2024.

Students then presented their final projects to Lorenz for feedback gaining valuable real-world skills including public speaking, working in groups and time management and skills in the process.

Business Management students worked with budgeting, talent schedules and management. Graphic Design classes worked together to create Pure Michigan billboard campaign ideas as well as Pure Michigan merchandise. Lastly, students in the Media Communications program created, recorded and produced Pure Michigan television commercials. 

"It was exciting to have David Lorenz share a thorough understanding of how he and his team create a full-year Pure Michigan advertising and marketing campaign,” David Ladd MBA, GCDF, Career Development Facilitator for Careerline Tech Center, said. “This type of collaboration between businesses and education provides our students with meaningful insight into career possibilities after graduation."

About Michigan Economic Development Corporation
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business and community development with a focus on growing Michigan’s economy.  For more information on the MEDC and our initiatives, visit  For Pure Michigan® tourism information, your trip begins at Join the conversation on FacebookInstagramPinterest, and Twitter.

About Careerline Tech Center

Operated by Ottawa Area ISD, Careerline Tech Center prepares high school juniors and seniors for tomorrow's workforce by providing career and technical education in more than 25 career areas. CTC serves students from public and private high schools, as well as those who are homeschooled, within the following local school districts: Allendale, Coopersville, Grand Haven, Hamilton, Holland, Hudsonville, Jenison, Saugatuck, Spring Lake, West Ottawa, and Zeeland.