LANSING, Mich – Nov. 20, 2024 – As temperatures cool and snowflakes are beginning to fall across Michigan and the Great Lakes region, Pure Michigan has officially launched its winter “Keep It Fresh” marketing campaign to inspire travelers to plan their winter getaways and adventures in Michigan.
“Michigan is America’s ultimate four-season travel destination, and the winter season is a perfect time to discover winter adventures and experiences for outdoor lovers and families alike,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “From outdoor adventures like skiing, snowboarding, snowmobiling, ice fishing, snowshoeing, and fat tire biking, to shopping and dining in our vibrant downtowns, Michigan is a winter playground waiting to be explored.”
Michigan ranks second in the nation for total number of ski areas and resorts, offering everything from family-friendly learning areas and high-speed chairlifts to powder-filled slopes and the tallest vertical drop in the Midwest. More winter adventures can be discovered on more than 6,500 miles of snowmobile trails, 3,000 miles of cross-country skiing and snowshoeing trails, and in more than one hundred state parks and recreation areas.
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.
“Nothing beats a Pure Michigan winter,” said Governor Whitmer. “We are a four-season state with experiences for all kinds of travelers, including in the winter. Whether you’re seeking a thrill on the slopes or want to spend a tranquil day winding your way along main street or through a museum, we have something for you. I am so excited as our ‘Keep it Fresh’ campaign continues telling our story and inviting visitors from near and far to come enjoy everything that Michigan has to offer. Join us and stay a while.”
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.
The campaign for winter 2024-25 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 Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, Traverse City, Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend and Toledo, and will continue through the end of February.
This season’s winter campaign also includes a $50,000 partnership with the Michigan Snowsports Industries Association (MSIA) designed to promote snow sports activities and destinations across Michigan’s Upper and Lower Peninsulas, supported by $25,000 in matching partner funds from MSIA.
“We are thrilled to partner with Pure Michigan to showcase skiing, snowboarding and all kinds of winter fun in Michigan,” said Mike Panich, Executive Director, Michigan Snowsports Industries Association. “Snow sports destinations from Southwest Michigan and Metro Detroit to the Western Upper Peninsula are ready to welcome visitors. We’re looking forward to a great winter season and are excited to get back on the slopes and trails.”
Travelers are encouraged to visit michigan.org/winter for trip ideas, inspiration, and information 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.
michigan.org, the official travel & tourism website for Michigan, recently received an accessibility score of 99.11% for WCAG 2.2 AA conformance, as quantified by UsableNet, an industry leading accessibility testing software – well above the average score of 60% for travel websites, according to Accessibility Checker – helping to ensure that information about Michigan destinations and other travel planning resources and are accessible to all travelers.
Celebrate the Season by Supporting Local Businesses
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. When residents and visitors choose a locally owned business, they are supporting the local economy while helping to create opportunities for workers in the community 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 throughout Michigan 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, check out the Pure Michigan Collection at themittenstate.com for branded gear and accessories, including new Your Cities apparel featuring cities and destinations from Detroit to the Keweenaw Peninsula – and many in between. 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.
For travelers looking for more winter trip inspiration, the 2024 Pure Michigan Fall/Winter Travel Guide is currently available both in print and in a digital, universally accessible format at michigan.org/travel-guide. This year’s guide includes suggestions for the Top 12 winter activities in Michigan, a guide to winter in Michigan’s wine country, and recommendations for a night on the town in Detroit – and more!
