PETERMAYER Reimagines the Petoskey Area: “It’s Kinda Unreal”
Today, the creative-led integrated marketing and advertising agency PETERMAYER announces its reimagination of the Petoskey Area, Michigan, with a complete rebrand and the “It’s Kinda Unreal” campaign.
The stunning area is a four season gem of a destination that’s been beloved by visitors and locals for years. With its new campaign, “It’s Kinda Unreal,” PETERMAYER hopes to make it better known by creating a brand world that feels grounded, elemental, and touched by magic - exactly how it feels in the Petoskey Area.
“It’s Kinda Unreal” runs across video, print, digital, and out-of-home. The campaign rejects the typical tourism model built around checklists, must-sees, and common attractions. The work captures the core truth of the area: This is not a place to escape. It’s where you come to reset your inner compass.
Along with the campaign, PETERMAYER created an entirely new Petoskey Area brand identity from top to bottom – rethinking everything from the logo and visitor’s guide to brand imagery.
The rebrand repositions the Petoskey Area and redefines how it tells its story. The new assets lean on the honest beauty of the destination, emphasizing the joy that can be found in simplicity - much how it feels to be on vacation. The idea of seeing something for yourself reflects the whole branding approach: imply more, explain less, and trust the audience.
“The new branding - and campaign - captures the unique natural beauty of the Petoskey Area by allowing the view to speak for itself. It is a magical year round destination, and it’s universally loved by all that visit for a reason. We fully trusted our creative partners, and we’re elated that PETERMAYER and Picture North have done us justice,” said Jim Powell, Executive Director of the Petoskey Area Visitors Bureau.
“Our team is proud to have helped write the Petoskey Area’s next chapter. The work drives home the fact that it’s not about where you are, it’s about how you feel. It’s about getting back to the basics and visiting things that are elemental. Most of all, it’s about resetting your inner compass,” said Michelle Edelman, CEO & CSO of PETERMAYER.
For “It’s Kinda Unreal,” PETERMAYER tapped veteran producer Joe Grundhoefer to channel the raw beauty of the area into a campaign. Partnering with full-service production house Picture North and Director Martin Rodahl, the team developed a creative approach centered on floating Petoskey stones and Phantom Flex slow-motion cinematography, creating a dreamlike yet grounded visual language that highlighted the region’s natural beauty while maintaining a strong human connection.
Rodahl adds, “The Petoskey Area is such a special place. I’d never been before this, and I was hooked immediately. It was a great challenge to capture that sense of place while using film craft that pushes the category. That’s where elements like extreme slow motion and visual effects made a difference. I’m grateful that our agency and client allowed us to bring those toys to set and be bold enough to listen to my crazy ideas.”
As opposed to many destination cities, the Petoskey Area isn’t defined by what to do when you get there - it’s defined by how you feel when you leave.
CREDITS
Agency: PETERMAYER
Dave Damman—SVP, CCO
Joe Grundhoefer – Producer
Aron Cleary—Creative Director
Jonatan Maldonado—Creative Director
Kevin Zengel—Senior Creative Lead
Vic Quattrin—Senior Creative Lead
Margot Bienvenu—Creative Lead/Art Director
Luke Jones—Copywriter
John Rushing—Senior Designer
Greg Johnson—Studio Lead
Greta Besser—Senior motion Designer
Kristy Baird – VP, Account Director
Michelle Edelman – CEO, Chief Strategy Officer
Laura Thomas – Head of Strategy
Hezekiah McCaskill – Strategy Director
Eric Camardelle - Senior Brand Strategist
Amy Hubbell – Director of Intelligence
Mary Rose Kesser – Media Director
Caitlin Condy – Director of Project Management
Lexcie Lewis – Project Manager
Client:
Jim Powell, Executive Director, Petoskey Area Visitors Bureau
Sarah Wiese, Marketing and Communications Director, Petoskey Area Visitors Bureau
Ellen Hillier, Digital Content Manager, Petoskey Area Visitors Bureau
Production Company:
Company: Picture North
Director: Martin Rodahl
Director of Photography: Mack Fisher
Drone Operator: Simeon Pratt
Producer: John Gomez
Production Mgr: Anna Barcis
Executive Producer: Neha Shultz
Head of Production: Alex Friedman
Post Credits:
Company: Picture North
Editor: Christine Wolf
Exec Producer: Stacey Nuzbach
Postproduction Ops and Coordination: Tatiana Goodman
Assistant Editor: Trey Spiva
Color: Parker Jarvie @ CO3
Music, Audio Record, and Mix:
Music: Singing Serpent – Exec Producers Glen Galloway & Jonathan Spencer
