Pure Michigan Launches New Campaign to Inspire Spring and Summer Travel to Michigan
Contact: Nick Nerbonne
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“For Every Season of You” marketing campaign showcases authentic experiences
for the spring and summer seasons in Michigan
Lake of the Clouds in Porcupine Mountains Wilderness State Park. Photo courtesy of Pure Michigan.
LANSING, Mich – April 14, 2026 - As spring brings longer days and warmer temperatures to Michigan’s two peninsulas, Pure Michigan has launched a new campaign to inspire travelers to experience the beauty, renewal, and sense of adventure of the spring and summer seasons in Michigan.
The Pure Michigan “For Every Season of You” campaign showcases the authentic experiences that have positioned Michigan among the country’s top four-season travel destinations, building on 20 years of success for the award-winning campaign that has influenced millions of travelers to explore the state’s natural landscapes and thriving communities since launching in 2006.
“The spring and summer seasons are a special time in Michigan, when cities bustle with energy and activity, parks and outdoor spaces bloom with color, and families and friends gather to enjoy the beauty of the Great Lakes,” said Governor Whitmer. “As we celebrate the arrival of these seasons of discovery, I’m excited to join Pure Michigan in inviting Michiganders and visitors to experience the natural wonders, thriving communities, and memorable moments that define spring and summer across our state.”
The newest Pure Michigan campaign includes two new spots showcasing Michigan’s Great Lakes coastline, exhilarating outdoor adventures, warm and welcoming cities, and rich history and culture, complementing campaign elements from social and digital media campaigns, streaming audio, connected TV, out of home, and partnerships with key print and digital publishers.
"In Our Nature" and "In Motion" highlight the fresh experiences that travelers can discover in Michigan destinations, from beach vacations and outdoor adventures to incredible city experiences.
“Travel allows us to broaden our perspective, develop new traditions, and create lasting memories with family and friends,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “The For Every Season of You campaign celebrates the memorable seasons of life, both personally and in Michigan's authentic four-season experience."
The 2026 spring/summer Pure Michigan “For Every Season of You” campaign is currently live across digital, connected and linear TV, print, social media, search, and out-of-home and will continue to target travelers in national, regional, and in-state markets through July 31.
The new campaign is leveraging $6.4 million in brand and partner funding, with 26 participating tourism partners from across the state contributing more than $825,000 to support the warm weather campaign in out-of-state markets including Atlanta, Boston, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Fort Wayne, Indianapolis, Milwaukee, Minneapolis, New York City, Philadelphia, South Bend, Toledo, and Washington. D.C., and in-state markets in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, and Traverse City.
Custom magazine spreads will showcase Michigan in the May issues of Travel + Leisure, Food & Wine, and Midwest Living, and a custom Michigan landing page featured on midwestliving.com is encouraging visitors to "discover your Michigan moment."
Throughout the month of May, Chicago residents will experience spring and summer scenes from across Michigan as part of a Pure Michigan brand “takeover” of the city, featuring two Big Bus wraps, an exterior and interior takeover of a CTA train, digital out-of-home placements downtown, a large downtown billboard that will occupy the entire side of a building, and 12 additional vinyl billboards strategically placed throughout the Chicagoland area.
The Pure Michigan “For Every Season of You” campaign will also come to life on 49 billboards across Detroit, Flint, Grand Rapids, Lansing, Traverse City, Cincinnati, Cleveland, Columbus, Fort Wayne, Indianapolis, South Bend and Toledo.
Additional media partnerships with AFAR and Outside will launch this summer, and an innovative collaboration with National Geographic will reimagine three of the Pure Michigan campaign’s original television commercials.
2026: A Year for Major Milestones
2026 marks a historic milestone as the United States of America celebrates 250 years of independence. Communities across Michigan are planning special events and celebrations throughout the year, inviting both visitors and residents to take part in the commemoration. To explore what’s happening and start planning, travelers are encouraged to visit the America 250 landing page at michigan.org/America250.
Michigan’s tourism industry is celebrating a milestone of its own this year as the Pure Michigan campaign celebrates its 20th anniversary. Pure Michigan is inviting Michiganders, travelers, and tourism partners to join a statewide celebration marking 20 years of creating memories. Those interested in participating are encouraged to connect with @PureMichigan across social media and visit michigan.org/anniversary to learn about special collaborations and other opportunities as they are announced.
“The success and longevity of the Pure Michigan brand is a testament to the exceptional partners and destinations we have in Michigan,” said Wolgamott. “We’re looking forward to an incredible year ahead as we celebrate 20 years of Pure Michigan.”
Planning Your Pure Michigan Vacation
For more trip inspiration, travelers are encouraged to pre-order their copy of the 2026 Pure Michigan Spring/Summer Travel Guide, also available online in a digital, universally accessible format at michigan.org. To stay up-to-date on the latest Michigan travel news, trip ideas, and Michigan travel deals, sign up to receive Pure Michigan’s Featured Deals Newsletter and Official Travel Newsletter, visit michigan.org, and follow @puremichigan across social media.
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, Threads, TikTok, Pinterest, YouTube, and X.