Travel brand builds on its For Every Season of You campaign, putting Michigan’s fall offerings on full display and inviting travelers to embrace the season

LANSING, Mich., Sept. 21, 2026 /PRNewswire/ — As fall descends across Michigan’s 19 million acres of forests, Pure Michigan is inspiring travelers to slow down, connect with loved ones, and embrace the season of life they find themselves in at the moment. The celebrated travel brand marks 20 years of impact with seasonal marketing initiatives honoring the campaign’s legacy while ushering in fresh ideas that elevate Michigan’s status as a top fall travel destination.

“There’s nothing more Pure Michigan than fall,” said Governor Whitmer. “Go anywhere in Michigan this year and you’ll see why. Cooler temperatures bring brilliant autumn colors, cider mills buzz with activity, and Michiganders and visitors alike enjoy everything from corn mazes to pumpkin carving. Fall in Michigan is truly unmatched, and we invite everyone to get out and experience the beauty, traditions, and magic of the season.”

Seasonal advertising efforts build upon Pure Michigan’s current For Every Season of You campaign, which celebrates 20 years of the brand and highlights how, no matter what season of life you’re in, there’s always something that draws you back to Pure Michigan.

“There is an unmistakable magic to autumn in Pure Michigan,” said Kelly Wolgamott, Vice President of Pure Michigan. “It’s a season that invites us to pause, breathe in the crisp air, and reconnect with the people and places that matter most. Whether you’re seeking vibrant fall colors, looking to savor the season’s fresh agricultural bounty, or wanting a place that will deliver that quintessential fall experience, Pure Michigan is ready to welcome you.”

This fall, Pure Michigan is highlighting its ultimate autumn attraction with its In Vivid Color spot. The ad mixes nostalgia with Michigan’s iconic fall colors that continue to inspire travelers in every season of their lives. It will run on premium CTV placements such as Amazon Prime and Netflix, and in online video ads and social platforms.

Pure Michigan’s fall campaign went live in August across print, OOH, streaming audio, digital, connected TV, social, and search. The campaign, utilizing brand and partner funding, showcases the beauty of Michigan’s autumn at a national level including a partnership with National Geographic, and targets key audiences regionally in Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend, and Toledo, and locally in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, and Traverse City.

Michigan’s brilliant fall colors are also on display in a full-page spread in Midwest Living’s fall “The Color Issue” which is currently on newsstands.

Fall Flavors
Short’s Brewing Company and Pure Michigan have once again teamed up to craft the Pure Michigan Fall IPA. The seasonal brew is made with all Michigan-sourced ingredients that celebrate the magnificence of autumn and the state’s world-class craft brewing industry. The Pure Michigan Fall IPA is currently pouring in select bars and restaurants throughout the state, and is available at craft beer retailers statewide. Find one here.

Fall Color Inspiration
For fall travel planning, the interactive Fall Color Map allows Michigan visitors and residents to track the transitions as they unfold across the state’s two peninsulas. Travelers can also stay up-to-date on peak colors by subscribing to the Pure Michigan Fall Color Report at michigan.org/enews.

For more fall trip inspiration, travelers are encouraged to order a free print copy of the 2026 Pure Michigan Fall/Winter Travel Guide, or download a digital, universally accessible format at michigan.org. This year’s guide puts Michigan’s woods and waters on full display, includes scenic leaf-peeping itineraries and other ways for travelers to immerse themselves in Michigan’s kaleidoscope of fall colors.

About Pure Michigan
Pure Michigan® is the official travel and tourism arm of the state, operating under the Michigan Economic Development Corporation, focused on inspiring travel across the Great Lakes State. Celebrating its 20th anniversary in 2026, the brand is a global leader in destination marketing, driving billions in economic impact. Recently named to Fast Company’s “Brands That Matter” list, Pure Michigan is recognized for its cultural influence and ability to connect travelers with the state’s diverse offerings. Discover more at www.michigan.org and join the conversation on Facebook, Instagram, Pinterest, Threads, TikTok, X, and YouTube.

Media Contact:
Sierra Powers
FINN Partners on behalf of Pure Michigan
sierra.powers@finnpartners.com 

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SOURCE Pure Michigan