‘Keep It Fresh’ Campaign Hits on Opportunity to Find Fresh Perspective in Pure Michigan

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Detroit’s own jessica Care moore introduces a new voice to the state’s iconic Pure Michigan campaign

LANSING, Mich. – April 4, 2023 – As warmer temperatures usher in the change to spring and summer, Pure Michigan is inviting people to “Keep It Fresh” with its new campaign designed to welcome and inspire visitors through fresh travel perspectives and new voices. This includes the addition of Detroit poet jessica Care moore who will be adding her fresh voice to the TV campaign.

The campaign will include three new television commercials - “Fresh Voices”, “Fresh Air”, and “Fresh Path” – set to a new sound with the introduction of an original track by Michigan-based, Assemble Sound.

“Travel is one of the best ways to gain fresh perspective and expand your thinking,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “The ‘Keep It Fresh’ campaign is an invitation to experience something different and feel renewed in Pure Michigan, using the sights, sounds, and artistry that reflect the range of unique stories and opportunities to be found here.”

The Pure Michigan advertising campaign first launched in 2006. The campaign’s familiar voice, nostalgic soundtrack and picturesque visuals have successfully beckoned travelers to Michigan’s sparkling beaches and vibrant cultural centers for more than 17 years. Today, Pure Michigan is one of the most recognized travel brands and hashtags.

However, the world and how people seek and share travel information and inspiration is constantly changing. Since its inception, the Pure Michigan campaign has evolved to meet these changing trends and interests, introducing new social channels, influencer programs, accessibility initiatives, and most recently, fresh campaigns and targeting that inspire deeper connections while traveling.

The ‘Keep It Fresh’ campaign will run across digital, connected and linear TV, print, social media, radio and streaming audio services with the digital portion of the campaign launching in late February, national TV launching in March, and the campaign wrapping at the end of July. The campaign will also feature commercials with regional travel partners, including Grand Rapids, Ann Arbor, and Traverse City

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. Regional efforts will target the state of Michigan, as well as Atlanta, Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, Minneapolis, South Bend, St. Louis and Toledo. Out of home placements include 46 billboards in Atlanta, Chicago, Cincinnati, Detroit, Grand Rapids, Indianapolis, Lansing and Minneapolis. Pure Michigan branding will also be showcased on a double-decker bus in Chicago from March 13 through April 9, 2023.

For travelers looking for trip inspiration, the 2023 Pure Michigan Spring/Summer Travel Guide is currently available both in print and in a digital and universally accessible format on Michigan.org. An awe-inspiring display of the Sleeping Bear Dunes National Lakeshore stretches across the cover and the guide’s contents explore the great outdoors, city escapes, the Upper Peninsula, surprising small towns, lakeshore destinations, golf, and more.


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 the focus on growing Michigan’s economy.  For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org.  For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook, Instagram, Pinterest, TikTok and Twitter.