Pure Michigan “Keep It Fresh” Campaign Inspires Travelers to Experience Winter Adventures in Michigan
Contact: Nick Nerbonne
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2025-26 winter Pure Michigan Keep It Fresh marketing campaign targets in-state and out-of-state markets to promote Michigan as the Midwest’s top winter travel destination.
LANSING, Mich – Dec. 3, 2025 – As crisp air and fresh snow mark the arrival of the winter season across Michigan and the Great Lakes region, Pure Michigan’s winter “Keep It Fresh” marketing campaign is inspiring travelers to plan their winter getaways and adventures in Michigan.
“Nothing beats a Pure Michigan winter for unforgettable experiences,” said Governor Whitmer. “We are a four-season state with something for everyone. As we celebrate the holidays and look forward to the new year, I’m excited to join Pure Michigan and invite travelers from everywhere to experience the thrill of winter recreation, the natural beauty of the snowy landscape, and the energy and excitement of our cities and communities. I hope you’ll join us this season to celebrate winter in Pure Michigan.”
Michigan ranks second in the nation with more than 40 ski areas and resorts, offering everything from family-focused learning programs and full-service resort villages to high-speed chairlifts and the Midwest’s tallest vertical drop.
For more winter adventures, visitors can explore Michigan’s outdoors on more than 6,500 miles of snowmobile trails, 3,000 miles of cross-country skiing and snowshoeing trails, and more than one hundred state parks and recreation areas.
“Michigan is the ultimate winter destination with fresh experiences waiting to be discovered,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “From skiing and snowboarding at our incredible snow sports destinations to outdoor adventures like snowmobiling, ice fishing, snowshoeing, and fat tire biking, Pure Michigan is a natural winter playground.”
Winter fun in Michigan extends well beyond outdoor recreation, with destinations across the state offering events, festivals, and a wealth of opportunities to embrace the winter season.
“The winter season is also a time to slow down and connect with family and friends,” added Wolgamott. “From holiday celebrations and world-class events to exceptional culinary and cultural experiences, Michigan’s vibrant cities and downtowns offer an ideal environment for celebrating the season.”
Visit michigan.org/events to discover holiday events, winter festivals, and culinary, arts, and cultural experiences in communities across Michigan.
Recently honored nationally as one of Fast Company’s Brands That Matter for 2025, Pure Michigan launched the $825,000 “Keep It Fresh” campaign for winter 2025-26 on Nov. 3 across print, digital, connected TV, paid social, and paid search targeting consumers in out-of-state and regional markets, including Atlanta, Chicago, Cincinnati, Cleveland, Columbus, Fort Wayne, Indianapolis, Milwaukee, Minneapolis, New York, Philadelphia, South Bend, Toledo, and Washington, D.C. The campaign is also targeting travelers in key in-state markets in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, and Traverse City, and will continue through the end of February 2026.
As part of Pure Michigan’s invitation to “Keep it Fresh” this winter season, the campaign features “Fresh Start” – a 30-second spot that highlights the diversity of Michigan’s winter recreation opportunities while showcasing the beauty of the state’s natural landscapes.
This season’s winter campaign also includes a partnership with the Michigan Snowsports Industries Association (MSIA) designed to showcase snow sports activities and destinations across Michigan’s Upper and Lower Peninsulas, supported by matching funds from MSIA.
“Snow sports destinations from Southwest Michigan and Metro Detroit to the Western Upper Peninsula are ready to welcome skiers and snowboarders to the slopes and trails,” said Mike Panich, Executive Director of the Michigan Snowsports Industries Association. "We are thrilled to continue our partnership with Pure Michigan to highlight all kinds of winter fun, and we’re looking forward to another great winter season.”
Travelers are encouraged to visit michigan.org/winter for trip ideas and inspiration for planning the perfect winter getaway. Stay up to date on winter activities and events by signing up for the Pure Michigan Snow Report eNewsletter here, and by following @PureMichigan across social media.
For more winter trip inspiration, the 2025-26 Pure Michigan Fall/Winter Travel Guide is currently available both in print and in a universally accessible digital format at michigan.org/travel-guide. This year’s guide includes suggestions for winter weekend getaways in Michigan, a guide to Michigan’s ski areas and resorts, and winter itineraries for thrill seekers or relaxing at a cozy cabin.
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. Follow along or join the conversation on: Facebook, Instagram, Pinterest, Threads, TikTok, Twitter and YouTube.