Pure Michigan Invites Travelers to “Keep It Fresh” with Winter Advertising Campaign

Release Date

Nick Nerbonne
[email protected]

Campaign targets in-state and out-of-state markets to promote Michigan as a winter travel destination.

2 skiers taking a selfie slopeside
Skiing at Crystal Mountain. Image Courtesy of Pure Michigan.

LANSING, Mich. – Nov. 9, 2023 – As temperatures cool and snowflakes are beginning to fall across Michigan and the Great Lakes region, Pure Michigan is officially launching its winter advertising campaign to inspire travelers to plan their winter getaways and adventures in Michigan.

“Michigan is America’s ideal four-season travel destination, and we are proud to offer winter adventures and experiences for outdoor enthusiasts and families alike,” said David Lorenz, VP of Travel Michigan, part of the Michigan Economic Development Corporation.  “Whether it’s skiing, snowmobiling, ice fishing, fat tire biking, or visiting our world-class museums and vibrant downtowns, Michigan is your winter playground.”

Michigan is home to more than 6,500 miles of snowmobile trails, 3,000 miles of cross-country skiing and snowshoeing trails, and ranks second in the nation for total number of ski areas and resorts, boasting everything from family-friendly learning areas to powder-filled slopes and the tallest vertical drop in the Midwest

Michigan’s vibrant cities and historic downtowns offer events, festivals and a host of opportunities to embrace the winter season. Visit michigan.org/events to discover holiday celebrations, winter festivals, and culinary, arts and cultural experiences in communities across the state.

Winter travel is a key contributor to the tourism industry’s impact on Michigan’s economy. More than 125 million visitors spent $27.3 billion in Michigan in 2022, resulting in $48.5 billion in total economic impact. (Source: Tourism Economics)

As part of Pure Michigan’s invitation to “Keep it Fresh” this winter season, the campaign features a new advertising spot – “Fresh Start” – that highlights the diversity of Michigan’s winter recreation opportunities while showcasing the beauty of the state’s natural landscapes.

The $425,000 campaign for winter 2023-24 is now running across digital, connected TV, social media, and paid search targeting consumers in key in-state and regional out-of-state markets, including Detroit, Lansing, Grand Rapids, Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend and Toledo, and will continue through the end of January.

This season’s winter campaign also includes a $50,000 pilot social media partnership with the Michigan Snowsports Industries Association (MSIA) designed to promote snow sports activities and destinations across Michigan’s two peninsulas, supported by $25,000 in matching partner funds from MSIA.

"We are thrilled to partner with Pure Michigan to showcase the great skiing, snowboarding and all kinds of winter fun available in Michigan, from the Western Upper Peninsula to Metro Detroit,” said Mickey MacWilliams, Executive Director, Michigan Snowsports Industries Association. “The timing of the campaign is perfect. As the weather continues to change, travelers are looking for new snow sports opportunities as they plan their winter vacations.”

In addition to the advertising campaign, the Pure Michigan Winter landing page is available at michigan.org/winter to provide visitors with the inspiration and information to plan the perfect winter getaway.
Those looking for travel ideas can also check out this year’s Fall and Winter Travel Guide, a comprehensive guide to the adventures and experiences available to visitors and Michiganders alike. The Guide also offers a digital and universally accessible format, allowing travelers to access the guide from your desktop and mobile devices while on the go. Hard copies of the guide can also be found at the 14 Michigan Department of Transportation Welcome Centers across the state.

Travelers and travel industry partners are encouraged to include the #PureMichigan hashtag in social media content as they highlight winter offerings and adventures across the state.

Celebrate the Season by Supporting Local
In addition to enjoying the adventures and experiences offered by a Pure Michigan winter, Michiganders and visitors alike are encouraged to support local small businesses while shopping, dining and staying in Michigan communities this season. By choosing a locally owned business, consumers are supporting the local economy while helping to create opportunities for local workers to thrive. For local gift ideas, restaurant suggestions, places to stay, and other opportunities to support local Michigan businesses, visit michigan.org/supportlocal.

Give the Gift of Travel
Hotels, restaurants, attractions and destinations across the state offer gift certificates that make it easy to share a Pure Michigan travel experience with friends and family this gift-giving season and throughout the year. Visit the Featured Deals & Packages page at michigan.org for this month’s featured deals and check back each month for more Michigan travel ideas. For holiday gift ideas that show your Pure Michigan Pride, go to the Pure Michigan store for branded gear and accessories. A portion of all proceeds will go to support Michigan Cares for Tourism to help invest in Michigan communities and their cultural and natural attractions.

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 www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: FacebookInstagramPinterest, and Twitter.