The autumn equinox and the first day of fall officially arrived on Monday, but a statewide celebration of autumn’s arrival was marked two days earlier on Sept. 20, proclaimed as Pure Michigan Fall Color Day by Gov. Gretchen Whitmer.

“Whatever you’re planning for your outdoor adventure, Michigan’s four-season climate and geography have you covered,” said Whitmer in a news release. “Autumn, Michigan’s favorite season, is right around the corner. As we celebrate vibrant colors and changing seasons on Pure Michigan Fall Color Day, I encourage Michiganders and visitors to explore our state’s two peninsulas. From big cities like Detroit and Grand Rapids to thriving parks like the Sleeping Bear Dunes or Porcupine Mountains, this fall, everyone should experience why Michigan is the best place to travel, live, work and invest.”

Fall foliage surrounds Thumb Lake in Charlevoix County, Michigan. (Photo courtesy of Pure Michigan)

Pure Michigan’s 2025 fall Keep It Fresh campaign went live on Aug. 1 with a mix of paid media across digital, connected and linear TV, out-of-home, social, search, and print, and will run through Oct. 31. 

“There’s nothing like fall in Pure Michigan, and travelers continue to discover why Michigan is among the country’s top fall travel destinations,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation, in the release. “We are thrilled to showcase our state’s spectacular views, brilliant colors, Great Lakes coastline, thriving communities and truly unique fall experiences with a national audience as part of the fall Pure Michigan Keep It Fresh campaign.”

The fall seasonal campaign, utilizing $3.4 million in brand and partner funding, leverages sensory-based media along with digital and traditional media to showcase Michigan’s beautiful fall color changes at a national level, with saturation in key regional markets in Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend, Toledo, Atlanta, Albany, Austin, Baton Rouge, Boston, Nashville, and Phoenix, and key in-state markets in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette and Traverse City. There are 12 participating travel partners from across the state, contributing $132,500 in funding to support the fall campaign.

As fall colors begin to emerge across the Great Lakes State, Pure Michigan is partnering with top media brands to showcase the full spectrum of Michigan’s fall experiences and extend reach with national audiences and in key regional markets.

Connected TV ads have launched nationally across Disney+, Hulu, ESPN, Netflix and Peacock, and Tripadvisor and Expedia will ensure visibility for Michigan destinations with travelers during key planning and booking moments. The 2025 fall campaign will harness emotional and sensory associations through an audio-visual campaign on Pandora that mimics the natural progression of Michigan’s fall foliage. Content partnerships with Matador and GoPro will showcase the wide range of fall experiences that visitors can find in Michigan, and social advertising on Facebook, Instagram, TikTok, and Pinterest will inspire travelers to explore Michigan as they plan their fall adventures.

In downtown Chicago, a one-of-a-kind outdoor mural that shifted colors to align with the change of seasons from summer to fall in Michigan complements car and bus wraps and other out-of-home displays to showcase the beauty of autumn in Michigan and inspire Chicagoland residents to plan their fall getaways.

Follow the fall foliage

Travelers can stay up to date on where fall colors are peaking across Michigan by subscribing to the Pure Michigan Fall Color Report at michigan.org/enews. The popular weekly eNewsletter with more than 200,000 subscribers is distributed only in the fall and includes updates on the status of fall colors submitted by tourism partners and observers across the state, along with information on fall events and activities in Michigan destinations.

For fall travel planning, an interactive fall color map on michigan.org allows Michigan visitors and residents to track the progress of fall foliage in destinations across the state’s two peninsulas. Discover trip ideas for your fall getaway at michigan.org/fall or by following @PureMichigan across social media.

For more fall trip inspiration, travelers are encouraged to order a free print copy of the 2025 Pure Michigan Fall/Winter Travel Guide, or view the guide in a digital, universally accessible format at michigan.org. This year’s guide provides an in-depth look at fall hiking and biking in Marquette, a hunting and fishing guide, scenic drives for viewing the fall foliage, and a feature on 10 ways to enjoy Michigan’s “Season Finale,” among other trip ideas for autumn escapes.