Au Sable River Dunes
(Photos courtesy of Pure Michigan)
As spring and the season of renewal arrives in Michigan, Pure Michigan is inviting travelers to experience a fresh approach to travel this spring and summer, from culinary and cultural experiences in the state’s vibrant cities and downtowns to grand adventures in the great outdoors.
The award-winning Pure Michigan “Keep It Fresh” campaign embraces each new season as an opportunity to showcase the fresh destinations and experiences that travelers can discover across Michigan’s two spectacular peninsulas.
“There’s nothing better than spring and summer in Pure Michigan. Our forests, fields, and gardens bloom with color, our cities are bustling, and people from near and far head Up North to enjoy sun, sand, and water,” said Michigan Governor Gretchen Whitmer. “As we savor spring’s arrival and look ahead to summer adventures, I am excited to join Pure Michigan in inviting Michiganders and visitors to ‘Keep It Fresh’ by exploring Michigan’s countless manmade and natural wonders this year. Whether you’re enjoying the Detroit riverwalk, a Lake Michigan sunset, a Petoskey stone hunt, or some Mackinac Island fudge, I hope you will join us in Pure Michigan.”
The newest iteration of the Pure Michigan “Keep It Fresh” campaign includes five new spots showcasing Michigan’s Great Lakes coastline, exhilarating outdoor adventures, warm and welcoming cities, and rich history and culture. “Fresh Chapter,” “Your Speed,” “Fresh Sets Sail,” “Fresh Catch,” and “Fresh Waves” highlight the fresh experiences that travelers can discover in Michigan destinations like Muskegon, Detroit, Traverse City, Marquette, the Keweenaw Peninsula, and Sleeping Bear Dunes and Pictured Rocks National Lakeshores.
“This season’s Pure Michigan ‘Keep It Fresh’ campaign celebrates the sense of discovery that is part of every spring and summer in Michigan,” said Kelly Wolgamott, vice president of Pure Michigan, part of the Michigan Economic Development Corporation. “From lake life to the energy of the city, we’re inviting travelers to explore Michigan’s beaches and waterways, forests and pristine wilderness, and bustling cities and downtowns this season to discover fresh experiences and new possibilities in Pure Michigan.”
The 2025 spring/summer Pure Michigan “Keep It Fresh” campaign will come to life across digital, connected and linear TV, print, social media, search, and out-of-home from February 3 through July 31. The campaign will leverage $14 million in brand and partner funding with 70% of the budget focused on national target audiences. Market-specific tactics will supplement reach in key regional and in-state target markets. This season, Pure Michigan has 27 participating travel partners from across the state contributing more than $2.5 million in funding to support the warm weather campaign.
Connected TV (CTV) ads have launched across Prime Video, Hulu, Netflix, Peacock, and Disney+, and Tripadvisor will feature off-site audience extension CTV placements and on-site video placements.
As part of the campaign, Pure Michigan and NBC Universal will be serving up a “fresh” partnership for season 22 of “Top Chef.” Season 12 winner Mei Lin, who grew up cooking alongside her father in the family’s restaurant on Michigan Avenue in Dearborn, will be featured in a custom social-first video, and Pure Michigan “Keep It Fresh” commercials will run on the Peacock streaming platform during episodes of the new season of “Top Chef” as part of the partnership.
Pure Michigan will also reach travelers in key markets with multiple out-of-home placements this season. A wrapped double-decker bus will be seen in Chicago beginning April 21, followed by a fleet of wrapped cars taking to Chicago streets beginning May 12 to inspire Chicagoland residents to plan their summer trips to Michigan. Pure Michigan vinyl billboards will be present in the key markets of Nashville, Atlanta, and Chicago beginning May 5.
Inspired by the slow food and slow living movements, “slow travel” encourages travel at a more natural pace to enable deeper connections to the environment and community. By embracing quality over quantity, travelers can trade a packed to-do list for additional time to explore and enjoy their surroundings, leading to richer, more fulfilling experiences.
“We know health, wellness, and relaxation are among the top reasons people travel for leisure,” said Wolgamott. “Michigan’s outdoor, cultural, and agricultural resources make it an ideal destination for visitors to slow down and discover experiences they can see, hear, taste, touch, and feel.”
Slow travel integrations will be promoted through scented print placements in Food & Wine, Magnolia Journal, Midwest Living, Real Simple, and Travel + Leisure. These in-magazine and digital extensions will showcase a limited-edition Pure Michigan scent to virtually transport readers to Michigan.
Travelers can learn more about slow travel experiences in Michigan at michigan.org.
Michigan’s 13,000+ miles of trails offer visitors access to the state’s forest lands, state and national parks, waterways, vibrant cityscapes, lush farmlands, and remote wilderness. From a spring bike ride on the Detroit Riverwalk and Belle Isle to a summer backpacking adventure on the North Country National Scenic Trail, Pure Michigan Trails and Trail Towns offer outdoor adventures for hiking, biking, paddling, horseback riding, ORV riding and more. To learn more and plan an adventure, visit michigan.org/trails.
Michiganders and travelers alike can savor the flavors of the spring and summer seasons with Michigan-made products like Pure Michigan Hazy, a craft beer collaboration with Short’s Brewing Company, available beginning March 21, and the Pure Michigan Fruits of Summer Pie, a delicious collaboration with Grand Traverse Pie Company that will be available beginning April 7 – both made with all Michigan ingredients.
For additional trip inspiration, travelers are encouraged to explore the 2025 Pure Michigan Spring/Summer Travel Guide, currently available both in print and in a digital, universally accessible format at michigan.org. To stay up-to-date on the latest Michigan travel news and trip ideas, sign up for Pure Michigan’s e-newsletter, visit michigan.org, and follow @puremichigan across social media.
Kayaking on Lake Superior in Michigan’s Upper Peninsula.
