As the lush greens of Michigan’s 19 million acres of forests transition to the brilliant reds, oranges and yellows of fall, Pure Michigan is inviting travelers to Keep It Fresh this season with the fresh flavors and experiences found across the state’s two peninsulas. From vibrant city centers and charming small towns to outdoor adventures, scenic drives, and out-of-this-world stargazing, there is something fresh for everyone to experience in Pure Michigan this season.
“The fall season in Michigan is a favorite time of year for visitors and Michiganders alike, and it’s easy to understand why our state is one of America’s top fall travel destinations,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “The change in seasons offers the perfect opportunity to refresh perspectives with travel, and we hope this year’s fall campaign will inspire travelers to explore Michigan and take in the fresh flavors and adventures only available during the fall.”
As fall descends on the Great Lakes State, 30-second spot “Fresh Spices” invites visitors to spice up the season with a crescendo of colors and a fresh dash of fall. Detroit poet jessica Care moore’s “Keep Falling for Michigan” poem pairs Ms. moore’s flowing narrative with stunning visuals to create an ode to Michigan fall that embraces the change of seasons with both power and grace.
Pure Michigan’s fall Keep It Fresh campaign went live August 1 across digital, connected TV, social, radio and search, and will run through September 30. The campaign, utilizing $557,146 in funding, is targeting key out-of-state audiences in Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend, and Toledo, and is also targeting in-state travelers in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, and Traverse City.
To complement the fall campaign, Pure Michigan is celebrating the fresh flavors of the season with two brand collaborations featuring Michigan-made products.
Pure Michigan Maple Glazed Apple Pie is a collaboration with Grand Traverse Pie Company (GTPC) made with Michigan-grown apples, accented by hints of cinnamon and maple, wrapped in Grand Traverse Pie’s signature flakey crust and topped with a sweet Michigan maple glaze. Each pie is made by hand by GTPC bakers throughout Michigan every day. This classic fall pie will be available beginning Sept. 23 at all Grand Traverse Pie locations and in select supermarkets across the state.
Short’s Pure Michigan Fall IPA is a Michigan-brewed collaboration with Short’s Brewing Company made with all Michigan-sourced ingredients that pays homage to the state’s autumnal splendor and world-class craft brewing industry. 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 Pure Michigan Fall IPA near you.
“We are thrilled to partner with two iconic Michigan brands to highlight Michigan farmers and celebrate our state’s rich agricultural diversity,” said Wolgamott. “These Pure Michigan collaborations feature Michigan-made products made with Michigan-grown ingredients that will inspire travelers and residents alike to experience the natural beauty and fresh flavors of fall in the Great Lakes State.”
Fall travel plays a vital role in driving economic activity in communities across the state, contributing to the tourism industry’s annual total of $53.2 billion in economic impact to Michigan’s economy in 2023, according to an independent study conducted by Tourism Economics. The study found that 128 million visitors to Michigan contributed $29.3 billion in direct visitor spending in 2023, supporting 346,000 Michigan jobs and generating $3.5 billion in state and local tax revenues.
The Pure Michigan campaign was directly responsible for 1.5 million visitor trips in 2023, resulting in $2.5 billion in visitor spending which generated $156 million in state tax revenue, according to research conducted by SMARInsights.
For travelers looking for more fall 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. This year’s guide provides an in-depth look at fall activities and adventures in Michigan, a guide to some of the state’s top vistas for viewing fall foliage, and trip ideas for autumn escapes. To stay up to date on where the fall colors are peaking across the state, sign up for Pure Michigan’s fall color updates. Explore fall trip ideas at michigan.org/fall and follow @puremichigan across social media.
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