Pure Michigan Launches Fall Campaign Inspiring Scenic and Urban Exploration

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Kathleen Achtenberg
[email protected]
Regional and in-state advertising encouraging fall travel kicks-off ahead of Labor Day; aims to sustain economic momentum and benefits from busy 2021 summer travel season
LANSING, Mich. – With refreshing cool air and nights full of stars, Michigan’s 19 million acres of forests are on full display with colorful canopies of crimsons, oranges and golds. Each leaf invites you to slow down for a dazzling fall color tour along scenic routes, highways, coastlines and cityscapes in the fall. 

To encourage Michigan travel this fall, the award-winning Pure Michigan advertising campaign launched a regional and in-state advertising campaign today, including a new TV advertising spot, “Are We There Yet?”, that invites audiences to get back to and rediscover fall in the state. After another busy summer travel season, these efforts aim to sustain and support Michigan’s $26.3 billion travel industry and its many related small businesses through the fall season when temperatures cool and the leaves begin to change. 
“Fall is not only a beautiful time in Michigan’s forested areas, it’s a time to celebrate the unique attributes of our cities and support your favorite destinations and small businesses,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Through our regional and in-state fall advertising campaign, and digital content efforts like our new video series on Michigan trails, we hope people are inspired to explore Pure Michigan, safely.”   
Travelers are encouraged to visit michigan.org/fall  to begin planning their vacation and share their adventures on social media with #PureMichigan. 
The $1.45 million fall campaign, running from August 30 through October 31, will feature fall imagery from around Michigan and will run in key regional markets, including Chicago, Cincinnati, Cleveland, Columbus, Ft. Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend and Toledo, as well as in-state markets, including Detroit, Flint, Grand Rapids, Lansing and Traverse City. A fall-themed, Pure Michigan-branded double-decker bus will also be seen in downtown Chicago. Digital and static billboards will be live in eight key markets, respectively, and the campaign will utilize digital display advertising, paid social and paid search advertising as well. 

In addition, Pure Michigan will also highlight exploration of Michigan’s urban centers – often among the state’s most popular and dynamic destinations in the fall. The $400,000 campaign, also running from August 30 through October 31, is exclusive to the in-state market and will include paid social, including Facebook and Instagram video, and digital display advertising. These efforts are aimed at helping relieve the economic impact on cities and their substantial travel economies, due to the pandemic, and highlight well-known and hidden gem urban experiences to enjoy during the fall season. 

Looking ahead, Travel Michigan will continue its year-long celebration of Pure Michigan’s 15th Anniversary during the fall season, including another release of Short’s Pure Michigan Autumn IPA, made with 100 percent Michigan ingredients to embody the fall harvest season and honor the incredible growers in our state. More details to come, the continued partnership with Short’s Brewing Company remains a delicious compliment to fall celebration and exploration across the state and will receive an extended shelf life and regional distribution in 2021. 


To stay up-to-date on the latest Travel Michigan news, upcoming events and activities across the state, while looking for additional inspiration for your next trip, please sign up for Pure Michigan’s e-newsletter, like, follow and subscribe to Pure Michigan’s social media accounts, including Instagram, Facebook, Twitter, Pinterest and YouTube, and visit www.michigan.org.
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, and Twitter.