Big Sable Point Lighthouse in Ludington.
(Photo courtesy of Pure Michigan)
As spring brings longer days and warmer temperatures to Michigan’s two peninsulas, Pure Michigan has launched a new campaign to inspire travelers to experience the beauty, renewal, and sense of adventure of the spring and summer seasons in Michigan.
The Pure Michigan “For Every Season of You” campaign showcases the authentic experiences that have positioned Michigan among the country’s top four-season travel destinations, building on 20 years of success for the award-winning campaign that has influenced millions of travelers to explore the state’s natural landscapes and thriving communities since launching in 2006.
“The spring and summer seasons are a special time in Michigan, when cities bustle with energy and activity, parks and outdoor spaces bloom with color, and families and friends gather to enjoy the beauty of the Great Lakes,” said Michigan Governor Gretchen Whitmer. “As we celebrate the arrival of these seasons of discovery, I’m excited to join Pure Michigan in inviting Michiganders and visitors to experience the natural wonders, thriving communities, and memorable moments that define spring and summer across our state.”
The newest Pure Michigan campaign includes two new spots showcasing Michigan’s Great Lakes coastline, exhilarating outdoor adventures, warm and welcoming cities, and rich history and culture, complementing campaign elements from social and digital media campaigns, streaming audio, connected TV, out of home, and partnerships with key print and digital publishers.
“In Our Nature” and “In Motion” highlight the fresh experiences that travelers can discover in Michigan destinations, from beach vacations and outdoor adventures to incredible city experiences.
“Travel allows us to broaden our perspective, develop new traditions, and create lasting memories with family and friends,” said Kelly Wolgamott, vice president of Pure Michigan, part of the Michigan Economic Development Corporation. “The For Every Season of You campaign celebrates the memorable seasons of life, both personally and in Michigan’s authentic four-season experience.”
The 2026 spring/summer Pure Michigan “For Every Season of You” campaign is currently live across digital, connected and linear TV, print, social media, search, and out-of-home and will continue to target travelers in national, regional, and in-state markets through July 31.
The new campaign is leveraging $6.4 million in brand and partner funding, with 26 participating tourism partners from across the state contributing more than $825,000 to support the warm weather campaign in out-of-state markets including Atlanta, Boston, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Fort Wayne, Indianapolis, Milwaukee, Minneapolis, New York City, Philadelphia, South Bend, Toledo, and Washington. D.C., and in-state markets in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, and Traverse City.
Custom magazine spreads will showcase Michigan in the May issues of Travel + Leisure, Food & Wine, and Midwest Living, and a custom Michigan landing page featured on midwestliving.com is encouraging visitors to “discover your Michigan moment.”
Throughout the month of May, Chicago residents will experience spring and summer scenes from across Michigan as part of a Pure Michigan brand “takeover” of the city, featuring two Big Bus wraps, an exterior and interior takeover of a CTA train, digital out-of-home placements downtown, a large downtown billboard that will occupy the entire side of a building, and 12 additional vinyl billboards strategically placed throughout the Chicagoland area.
The Pure Michigan “For Every Season of You” campaign will also come to life on 49 billboards across Detroit, Flint, Grand Rapids, Lansing, Traverse City, Cincinnati, Cleveland, Columbus, Fort Wayne, Indianapolis, South Bend and Toledo.
The Pure Michigan “For Every Season of You” campaign showcases the authentic experiences that have positioned Michigan among the country’s top four-season travel destinations, building on 20 years of success for the award-winning campaign that has influenced millions of travelers to explore the state’s natural landscapes and thriving communities since launching in 2006.
“The spring and summer seasons are a special time in Michigan, when cities bustle with energy and activity, parks and outdoor spaces bloom with color, and families and friends gather to enjoy the beauty of the Great Lakes,” said Michigan Governor Gretchen Whitmer. “As we celebrate the arrival of these seasons of discovery, I’m excited to join Pure Michigan in inviting Michiganders and visitors to experience the natural wonders, thriving communities, and memorable moments that define spring and summer across our state.”
The newest Pure Michigan campaign includes two new spots showcasing Michigan’s Great Lakes coastline, exhilarating outdoor adventures, warm and welcoming cities, and rich history and culture, complementing campaign elements from social and digital media campaigns, streaming audio, connected TV, out of home, and partnerships with key print and digital publishers.
“In Our Nature” and “In Motion” highlight the fresh experiences that travelers can discover in Michigan destinations, from beach vacations and outdoor adventures to incredible city experiences.
“Travel allows us to broaden our perspective, develop new traditions, and create lasting memories with family and friends,” said Kelly Wolgamott, vice president of Pure Michigan, part of the Michigan Economic Development Corporation. “The For Every Season of You campaign celebrates the memorable seasons of life, both personally and in Michigan’s authentic four-season experience.”
The 2026 spring/summer Pure Michigan “For Every Season of You” campaign is currently live across digital, connected and linear TV, print, social media, search, and out-of-home and will continue to target travelers in national, regional, and in-state markets through July 31.
The new campaign is leveraging $6.4 million in brand and partner funding, with 26 participating tourism partners from across the state contributing more than $825,000 to support the warm weather campaign in out-of-state markets including Atlanta, Boston, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Fort Wayne, Indianapolis, Milwaukee, Minneapolis, New York City, Philadelphia, South Bend, Toledo, and Washington. D.C., and in-state markets in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, and Traverse City.
Custom magazine spreads will showcase Michigan in the May issues of Travel + Leisure, Food & Wine, and Midwest Living, and a custom Michigan landing page featured on midwestliving.com is encouraging visitors to “discover your Michigan moment.”
Throughout the month of May, Chicago residents will experience spring and summer scenes from across Michigan as part of a Pure Michigan brand “takeover” of the city, featuring two Big Bus wraps, an exterior and interior takeover of a CTA train, digital out-of-home placements downtown, a large downtown billboard that will occupy the entire side of a building, and 12 additional vinyl billboards strategically placed throughout the Chicagoland area.
The Pure Michigan “For Every Season of You” campaign will also come to life on 49 billboards across Detroit, Flint, Grand Rapids, Lansing, Traverse City, Cincinnati, Cleveland, Columbus, Fort Wayne, Indianapolis, South Bend and Toledo.
