Lansing, Michigan – September 21, 2026 -- Pure Michigan is rolling out a fall marketing push across 19 million acres of forest as the state's official tourism brand marks its 20th anniversary in 2026.
A new CTV spot targets streaming audiences on Amazon Prime and Netflix
The campaign's centerpiece, an ad called "In Vivid Color," blends nostalgia with footage of Michigan's autumn foliage. It runs on premium connected-TV placements including Amazon Prime and Netflix, alongside online video, social platforms, print, out-of-home, streaming audio, digital, and search ads that went live in August.
The campaign targets 19 cities across the Midwest, from Chicago to Green Bay
Backed by brand and partner funding, the effort includes a national partnership with National Geographic and a full-page spread in Midwest Living's fall "The Color Issue," now on newsstands. Regional targeting covers Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend, and Toledo, with local outreach in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette, and Traverse City.
Short's Brewing Company is again brewing a Pure Michigan Fall IPA
The seasonal beer, made entirely with Michigan-sourced ingredients, is currently pouring in select bars and restaurants statewide and is available through craft beer retailers.
An interactive Fall Color Map tracks foliage changes across two peninsulas
Travelers can follow the color transitions in real time or subscribe to the Pure Michigan Fall Color Report through the state's enewsletter. A free 2026 Pure Michigan Fall/Winter Travel Guide, available in print or as an accessible digital download at michigan.org, includes leaf-peeping itineraries for the season.
Governor Gretchen Whitmer highlighted the state's cider mills, corn mazes, and pumpkin carving as part of the appeal, while Pure Michigan Vice President Kelly Wolgamott described autumn as a season that invites travelers to "pause, breathe in the crisp air, and reconnect with the people and places that matter most."
The fall push builds on Pure Michigan's broader "For Every Season of You" campaign, which the brand launched to celebrate its 20th anniversary this year.