Pure Michigan Spotlighting Winter Activities with “Keep it Fresh” Campaign

YouTube video of “Fresh Start” courtesy Michigan Economic Development Corporation

LANSING, MI (WHTC-AM/FM, Dec. 5, 2025) – An old Michigan slogan seen on license plates was the term “Water-Winter Wonderland.”

The winter aspect of that is being spotlighted by the Michigan Economic Development Corporation’s Pure Michigan tourism arm, as the $825,000 “Keep it Fresh” marketing campaign, which began a month ago, aims to target consumers in out-of-state and regional markets in the Midwest and Northeast about what this state offers in wintertime activities, according to Nick Nerbonne, Media and Digital Director at Pure Michigan.

The MEDC is also partnering on this Keep it Fresh campaign with matching funds from the Michigan Snowsports Industries Association. An online link for more information on this marketing initiative is here.