Winter is the perfect time to discover all that Pure Michigan has to offer

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Pure Michigan launches Let’s Winter, Urban DNA campaigns to inspire snowy adventures, city travel


Downhill skier on fresh-groomed snow
Skiing in Michigan | Photo Courtesy of Pure Michigan

LANSING, Mich. –
Temperatures are dropping and snow is flying, so it’s time for adventure seekers and sports lovers to start planning their winter travel activities in Michigan. Pure Michigan is officially welcoming winter with the launch of its regional Let’s Winter advertising campaign, now running in key regional and instate markets through Dec. 31. The campaign will utilize connected TV, online video and digital ads, social media, and outdoor billboards as well as a custom content sponsorship with Sports Illustrated.  
“With snowy weather upon us, there’s adventure around every corner, whether it’s snowshoeing, skiing, snowmobiling, ice climbing, or dog sledding,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “This campaign is designed not only to inspire, but also to highlight all the activities and destinations that can be enjoyed during a winter weekend getaway in Michigan.”
The connected TV spots that will be played are “Loud” and “Facts,” and will be seen in markets including Fort Wayne, Toledo, Green Bay, South Bend, Chicago, Cincinnati, Milwaukee, Indianapolis, Cleveland, Columbus, Minneapolis, Detroit, Flint, Lansing, and Grand Rapids. Billboards will reach travelers in Michigan and border cities to promote winter adventure in Michigan.
In addition to the advertising campaign, a Let’s Winter landing page has launched to provide visitors with the inspiration and information to plan the perfect winter getaway. Travelers can also order the Pure Michigan Winter Travel Guide or access the digital travel guide at The winter guide features Gaylord’s North Central State Trail on the cover and contains articles including “Detroit’s Downtown Arena,” “Visit Marquette,” “Sunshine in the Cold,” “Powdery Pathways,” and “Accessible Theaters.”
In collaboration with Sports Illustrated, Pure Michigan will also create three pieces of co-branded content to showcase Michigan as a premier sports destination. That content will include social-style video, native article, and an infographic that will be shared on Sports Illustrated social channels and website.
Travelers and travel industry partners are being encouraged to use the hashtag #letswinter to highlight winter offerings and adventures across Michigan. Michigan is home to more than 6,500 miles of snowmobile trails, 3,000 miles of cross-country skiing and snowshoeing trails and is second in the nation for ski areas boasting everything from family-friendly bunny hills to the tallest vertical drop in the Midwest at Mt. Bohemia. Last year, winter tourism generated $3.1 billion in traveler spending in Michigan. (Source: TravelUSA)

Pure Michigan has also again launched its urban travel digital campaign aimed at increasing travel to Michigan’s city destinations including Detroit, Ann Arbor, Grand Rapids, Lansing, Kalamazoo and Flint. The campaign seeks to attract and inspire visitors from across Michigan and other key markets – including Ft. Wayne, Toledo, South Bend, Chicago, Cincinnati, Milwaukee, Indianapolis, Cleveland, Columbus, Atlanta, Pittsburgh, St. Louis, Louisville, and Nashville – to discover the art and culture, foods, hidden gems, and local favorites in Michigan’s largest urban cities.
Visitors can use the hashtag #PureMichigan to share experiences exploring the state’s cities.
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the 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.