Pure Michigan Offers Renewed Perspectives with Expanded "Keep It Fresh" Campaign

Release Date

Nick Nerbonne
[email protected]

New in-state and regional advertising builds on efforts to showcase diverse voices from communities across Michigan

Authentic Dutch windmill in tulip field
Tulips in bloom at Windmill Island Gardens in Holland, Michigan. Photo credit: Pure Michigan.

LANSING, Mich - Mar. 28, 2024 - As Michiganders welcome the arrival of spring and the season of renewal, Pure Michigan is encouraging travelers to come experience all the freshness the Great Lakes State has to offer from cultural experiences in vibrant cities to adventures in the great outdoors and everything in between. The award-winning “Keep It Fresh” campaign, which launched last spring to inspire visitors through fresh travel perspectives, continues to embrace each new change of season and showcase voices that live, work and play across both of Michigan’s spectacular peninsulas.

This season, a new iteration of the campaign will include four new ‘Fresh Lives Here’ spots showcasing Michigan’s warm and welcoming cities, unmatched sports culture, and exhilarating outdoor adventure. “Fresh Rides,” “Fresh Climb,” “Fresh Notes,” and “Fresh Goals” highlight the vibrant cultures and fresh experiences that communities like Detroit, Grand Rapids, Marquette, and the Keweenaw Peninsula have to offer visitors.

“From our winding shorelines and boundless nature to our bustling cities and diverse communities, we’re inviting travelers looking for a sense of renewal to come experience the warmth of Pure Michigan,” said Kelly Wolgamott, interim vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “This next evolution of the ‘Keep It Fresh’ campaign embodies more than just sunny skies and warm weather; it’s a celebration of the endless opportunities to discover new possibilities in Michigan.”

The expanded “Keep It Fresh” campaign will come to life across digital, connected and linear TV, print, social media, radio and streaming audio services from February 1 through July 31 this season. The campaign will leverage $7.2 million in brand and partner funding with efforts targeting the state of Michigan, as well as Atlanta, Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, South Bend, St. Louis, and Tampa. This season, Pure Michigan has 25 participating travel partners from across the state contributing funding to support the warm weather campaign.

Michigan is gearing up to offer a new wave of compelling experiences for travelers in the months ahead. Detroit, a city full of opportunity that embodies what it means to be fresh, will take center stage as sports fans and visitors alike make their way to the Motor City to experience the 2024 NFL Draft presented by Bud Light this April. Visitors can expect quick access to Detroit’s professional sports stadiums – all within a .5-mile radius –  a flourishing culinary scene, cultural attractions with deep historical roots, a transformed waterfront and more. 

For those seeking a more tranquil warm weather experience or those looking to chase a thrill, travelers will be delighted by Michigan’s Upper Peninsula and its charming small towns, booming waterfalls, out-of-this-world stargazing and miles upon miles of trails primed for exploring.  

“The Upper Peninsula is a destination renowned for its abundance of natural beauty and is truly an idyllic place for travelers to escape the hustle and bustle of everyday life," said Tom Nemacheck, Executive Director, Upper Peninsula Travel & Recreation Association. “Whether you're looking for scenic hikes, thrilling outdoor adventure, or simply a peaceful retreat in nature, we welcome all to come experience what the Upper Peninsula has to offer.” 

With spring in full swing, the warmer months are an excellent time to hit the links at one of Michigan’s 650+ public golf courses. The state's diverse terrain encompasses everything from rolling hills to picturesque lakeshores, providing an unmatched setting for an unforgettable golfing getaway. Whether teeing off along the shores of the Great Lakes or navigating challenging fairways surrounded by lush forests, golfers of all skill levels are sure to find their perfect round in Michigan. 

Craft beer enthusiasts can also toast to the season with Short’s Pure Michigan Spring Hazy IPA. The ongoing collaboration with Short’s Brewing in Bellaire celebrates the fresh flavors of the state by crafting seasonal brews made with Michigan ingredients. This season’s creation can be described as lush and tropical with a dry finish designed to make you think of trilliums popping up in the springtime. The Pure Michigan Spring Hazy IPA (4.3% ABV) is available at Short’s taprooms and in select bars, restaurants and craft beer retailers throughout Michigan, Illinois, Indianaia, Ohio and Tennessee. Find one here.

For travelers looking for trip inspiration, the 2024 Pure Michigan Spring/Summer Travel Guide is currently available both in print and in a digital, universally accessible format on michigan.org. Big Sable Point Lighthouse stands as a beacon of beauty across the front cover and the guide’s contents explore the woods and water, cities and culture, along with highlights about the Great Lakes, golf and more. To stay up-to-date on the latest Michigan travel news, sign up for Pure Michigan’s e-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, Pinterest, and X (formerly Twitter).