Pure Michigan Tourism Campaign Returns After Receiving Enormous State Funding

Pure Michigan is back. The advertising arm of Travel Michigan, the state's official tourism promotion office, is launching a national winter marketing campaign for the time since 2019, featuring videos showcasing Michigan as a prime destination for cold weather adventures.

The popular winter campaign — a fixture for 13 years — is coming back to ads across TV, radio, print and digital devices after Pure Michigan saw state government funding return to near 2019 funding levels. Michigan's decision to restore funding for a program once completely eliminated from its budget was a relief for travel executives constantly fearful about tourism marketing funds being on the chopping block.

"Destination organizations are always defending their funding," said Jack Johnson, chief advocacy officer at Destinations International, an advocacy group for organizations throughout the travel industry.

"It was so shocking with Michigan because it is such an iconic campaign. Very few other destination campaigns have been so well done and received."