| I hope you all had a wonderful Thanksgiving last week and have been enjoying the incredible snowfall across the state to kick off the winter travel season. From over two feet of snowfall in the western Upper Peninsula to nearly half a foot in Metro Detroit, winter has certainly started off strong with a promising season still ahead.
2025-26 Winter “Keep It Fresh” Campaign On November 3, we launched the 2025-26 winter “Keep It Fresh” campaign to invite travelers to experience all that Pure Michigan has to offer this winter. With more than 40 ski areas and resorts, 6,500 miles of snowmobiling trails, 3,000 miles of cross-country skiing and snowshoeing trails, and world-class winter festivals and events throughout the state, this campaign will continue to position Michigan as the ultimate winter getaway destination for travelers. This diverse range of outdoor recreation experiences and the beauty of our snow-covered natural landscapes are featured are the campaign’s 30-second spot, “Fresh Start”. The campaign was launched across print, digital connected TV, paid social and paid search targeting travelers in key in-state, out-of-state and regional markets, and will continue through the end of February 2026. Learn more about our 2025-26 winter “Keep It Fresh” campaign here. We also invite you to sign up for the Pure Michigan Snow Report newsletter, which provides weekly updates directly to travelers with up-to-date snowfall conditions across Michigan starting in January 2026.
Pure Michigan: A Brand that Matters We are thrilled to share that Pure Michigan was named one of Fast Company’s 2025 Brands That Matter, which honors globally recognized brands spanning a diverse range of industries that inspire, resonate with, and form meaningful connections with their audiences while accomplishing their core mission. Based on criteria that examines a brand’s cultural relevance, ingenuity and measurable impact, Fast Company noted Pure Michigan’s “Keep It Fresh” campaign showcased the diverse facets of our state that make it unique – our natural beauty, culinary experiences and outdoor adventure opportunities – while elevating the Midwest as a top destination in the country to travelers. The creativity of our campaign also contributed, especially our seasonal fragrance collection created in partnership with The Aroma Labs that enables travelers to experience Michigan with their senses long after they’ve returned home. We have always understood that the authenticity and emotional impact of Pure Michigan has been one of our undeniable strengths as a state DMO brand for nearly 20 years. This recognition has only reinforced our dedication to ensure the beloved spirit of Pure Michigan continues to resonate with travelers for years to come.
Join Us to Celebrate Ken Yarsevich We invite you to join us in Lansing to celebrate Ken’s incredible career of 27 years as part of the Travel Michigan team before his retirement in January 2026. Joining the team in 1998, Ken was part of the inception of the Pure Michigan brand and has formed countless significant relationships throughout our industry. Please help us wish him the best as he begins his next adventure in retirement. Date:
Wednesday, January 14, 2026 Time:
2:00 PM - 4:00 PM Location:
The Michigan Economic Development Corporation
300 N. Washington Sq.
Lansing, MI 48913 If you have any questions regarding the celebration, please contact Bonnie Fink. | 
