As fall descends upon the Great Lakes State, Pure Michigan is inviting visitors to spice up the season with a campaign offering visitors a fresh dash of fall. The state’s natural beauty and fall delights are perfectly scribed in renowned Detroit poet jessica Care moore’s new “Keep Falling for Michigan” poem. Ms. moore was brought on as an additional voice to the iconic Pure Michigan brand earlier this year, and this new ode to Michigan embraces the change of seasons with powerful language and stunning visuals.
Each year, Michigan’s 19 million acres of forests come alive with vibrant hues of orange, yellow and red creating the perfect backdrop to fully immerse in the fresh sensations of fall. From vibrant city centers and charming small towns to endless nature and out-of-this-world stargazing, there is something fresh for everyone to experience in Pure Michigan.
“Fall in Michigan is a favorite for many, and it’s easy to understand why our state is one of America’s top fall travel destinations,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation and U.S. Travel Association State Tourism Director of the Year for 2023. “Michigan is home to two spectacular peninsulas that offer the freshest places to see fall colors, charming downtowns filled with unique shopping and dining opportunities, and vibrant cities that offer an abundance of autumn experiences. The change in season offers the perfect opportunity to refresh perspectives with travel, and we hope this new campaign will inspire more people to come to Michigan to take in the fresh flavors and adventures only available during fall.”
As the state welcomes fall, Pure Michigan will continue a multi-faceted paid content campaign with National Geographic to promote the vibrant communities and natural beauty of Michigan’s Upper Peninsula, working with acclaimed photographer Michael George to highlight destinations such as Marquette, Copper Harbor and Isle Royale National Park. The multimedia campaign includes video, long-form web content, newsletter distribution and social media promotion. Launched on August 3, the campaign will highlight travel opportunities and outdoor adventures in the U.P. to National Geographic’s global network through the end of September.
“We are thrilled to have our region showcased by National Geographic through its partnership with Pure Michigan,” says Susan Estler, CEO of Travel Marquette. “The inclusion of Marquette, the Upper Peninsula and Keweenaw is a testament to the natural beauty and cultural significance of our area. Through this collaboration, we are excited to see a deeper appreciation for Michigan’s environment and a sense of responsibility instilled to preserve these natural treasures for generations to come.”
“The National Geographic team did an incredible job of capturing the spirit of Michigan’s Upper Peninsula,” says Brad Barnett, Executive Director of Visit Keweenaw. “Their partnership with Pure Michigan highlights the beauty of our landscapes, local communities, and people, and it reinforces that we Michiganders have an amazing place to live, work and play.”
Pure Michigan is once again celebrating the fresh flavors of the season with the return of the beloved Short’s Pure Michigan Fall IPA. This craft-brewed collaboration with Short’s Brewing Company is made with all Michigan-sourced ingredients and pays homage to the state’s autumnal splendor. The all-Michigan IPA offers palates a balanced hop bitterness and malty, fruited sweetness and is currently available in select bars, restaurants and craft beer retailers throughout the state, find one here.
The fall Keep It Fresh campaign will leverage $2.1 million in brand and partner funding with advertisements running across digital, connected TV, social, radio and streaming audio from August 1 through November 30. Efforts will target the state of Michigan, as well as Atlanta, Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, Minneapolis, South Bend, St. Louis and Toledo. Out of home placements include 21 billboards in key markets in Chicago, Cleveland, Detroit, Grand rapids, Indianapolis, Lansing and Toledo. Michigan travel partnerships participating in the fall campaign include Destination Ann Arbor, Experience Grand Rapids, Frankenmuth CVB, Michigan Apple Committee, Travel Marquette, and Traverse City Tourism. For travelers looking for more fall trip inspiration, the 2023 Pure Michigan Fall/Winter Travel Guide is currently available both in print and in a digital, universally accessible format at michigan.org.
