'Keep It Fresh' This Spring With Pure Michigan Campaign

(Source: MIRS.news, Published 03/19/2025) Pure Michigan would be renewing a new season of the "Keep It Fresh" advertising campaign this spring and summer to the tune of $14 million with the majority of the budget focused on a national audience.

The spring and summer award-winning campaign would brighten up digital, print, streaming and linear television, and social media from Feb. 3 through July 31.

"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 Gov. Gretchen Whitmer.

NBC Universal partnered with Pure Michigan for season 22 of "Top Chef." They soon will see specific commercials run during episodes of Top Chef featuring season 12 winner Mei Lin, who grew up in Dearborn.

Along with Peacock, owned by NBC Universal, campaign ads would be seen on Prime Video, Hulu, Netflix, and Disney+. Tripadvisor would have video ad placements on and off their site.

The campaign will also have a wrapped double-decker bus driving around Chicago starting April 12 and a fleet of wrapped cars starting May 12.

Billboards would be put up in Nashville, Atlanta and Chicago starting May 5.

Pure Michigan Vice President Kelly Wolgamott told the House Natural Resources and Tourism Committee about the new slow travel campaign as well, which highlights slow food, slow living and forming deeper connections with the areas they visit in the state.

"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," she said.

She said the idea is for people to feel refreshed when returning from their vacation, rather than feeling like they need another vacation because of the jam-packed activity schedule.

"This season's Pure Michigan 'Keep It Fresh' campaign celebrates the sense of discovery that is part of every spring and summer in Michigan," she said.

Wolgamott told House members on Wendesday that the 2024 numbers for what the campaign brings into the state would be released at a conference held in April, but the 2023 season saw $53.2 billion. She said those numbers came from two companies hired to track spending in the state.

She said the legendary campaign was also setting up for a 20th anniversary starting in 2026.