Governor Gretchen Whitmer touted the state’s seasonal appeal, noting that the cooler temperatures and agricultural bounty offer a unique experience for both residents and regional travelers. The campaign, which launched in August, utilizes premium placements on streaming services like Netflix and Amazon Prime to highlight the state's natural scenery. National reach is further bolstered by a strategic partnership with National Geographic.

Beyond digital advertising, the brand is targeting key regional markets across the Midwest, including Chicago, Milwaukee, and Indianapolis. Local engagement efforts include a collaboration with Short’s Brewing Company to produce a signature Fall IPA brewed exclusively with Michigan-sourced ingredients. To assist with trip planning, the tourism board has deployed an interactive color map and a digital travel guide, allowing visitors to track peak foliage transitions across both the Upper and Lower peninsulas.