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MMA. In 2006, we created a new brand for Michigan.

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Presentation on theme: "MMA. In 2006, we created a new brand for Michigan."— Presentation transcript:


2 In 2006, we created a new brand for Michigan

3 One Question “Why would I go to Michigan when I can do all those things right here?”

4 One Observation “Michigan is like Alaska, only closer.”

5 Our Goal

6 The Vision of Pure Michigan “Michigan is one of America’s favorite four- season travel experiences”* *Michigan Tourism Strategic Plan, 2012-2017 Achieving this vision will mean: Millions of new visitors to the state Billions more spent at Michigan businesses Tens of thousands of new jobs statewide Tens of millions in new state tax collections

7 Travel Michigan: Pure Michigan Brand Footprint Pure Michigan Means... Pure Michigan Is... Abundant Natural Beauty Michigan is a state blessed with the riches of unspoiled nature: The world’s longest freshwater coastline, lakes that feel like oceans, shimmering beaches, forests bursting with autumn color, miles and miles of cherry orchards, glorious sunrises and sunsets, daytime skies of the deepest blue, nighttime skies scattered with stars. Authentic Destinations Michigan is alive with the kind of places that reveal special meaning: Motown’s Hitsville USA building, our lighthouses, our beachtowns, Mackinac Island, Greenfield Village and so much more. These places remind us of the deep values that define our essential human nature... and can only be found in Michigan. Unique Experiences Michigan offers guests a near infinite array of moments that live forever in memory (like seeing sunrise over Mackinac bridge, feeling the full power of the Diego Rivera murals, giving yourself up to the awe of our northern coastline). People are drawn to Michigan because it moves them in ways that everyday life cannot. MajesticMythicMagical

8 Public/Media Relations WJR Radio Weekly Radio Network Major market TV (Chicago, Cleveland, Detroit) National PR efforts FAM Tours

9 2013 Print Ad

10 2013 Billboards

11 2013 Chicago Bus Wrap

12 Hunting/Fishing on

13 Pure Michigan 2013 Budget This $25 million funds: $1.7 million regional winter buy Dec/Jan $13 million national cable spring/summer buy ($3 million from partners) $6.8 million for regional spring/summer buy ($2.5 million from partners) $2.2 million for regional fall buy All other marketing (PR, publications, social media, web site, etc.)

14 2013 National Cable Buy First-ever national tourism advertising for Michigan was in 2009, a $10 million cable TV buy In 2013, $13 million national cable TV buy, biggest ever (including $500,000 each from Grand Rapids, Mackinac Island, The Henry Ford, Traverse City, and $1 million from Ann Arbor) 5000 airings of Pure Michigan TV commercials nationally March 18 through June

15 2013 National Cable Buy

16 2013 Advertising Partners  $5.5 million from 43 partners Up from $3.9 million in 2012, -- Five national partners: Ann ArborGrand Rapids Mackinac Island Traverse City The Henry Ford -- Program started in 2002, with 2 partners, $235,000 in private-sector investment -- Dollar-for-dollar matching program

17 The Wilds of Michigan Marquette Sault Ste Marie St. Ignace Mackinac Island Sunrise Coast Alpena Great Lakes Bay Region Frankenmuth Blue Water Area The Henry Ford Lansing Detroit Holland Ann Arbor Jackson Gaylord Coldwater Country Kalamazoo Grand Rapids Muskegon Beachtowns Silver Lake Sand Dunes Ludington Big Rapids Cadillac Traverse City Harbor Springs Charlevoix Mt. Pleasant Michigan Apple Committee Michigan Wine Council Michigan Ag Council Michigan Snowsports Industry Association Flint & Genesee County Statewide Partnerships Kalamazoo Air Zoo Michigan Adventure Tullymore Golf Resort Department of Natural Resources Battle Creek Mount Bohemia Tecumseh Manistee

18 Pure Michigan 400 Michael Finney

19 Pure Michigan & Detroit Tigers

20 Pure Michigan & Detroit Grand Prix

21 Pure Michigan & Coca Cola

22 Pure Michigan & Kroger

23 New Standard License Plate

24 Pure Michigan Results 2012 $13.7 million in out-of-state spring/summer advertising Motivated 3.8 million trips to Michigan o 2.3 million from the region (IL, IN, OH, WI, MO, Ontario) o 1.5 million from outside the region Those visitors spent $1.1 billion at Michigan businesses Those visitors paid $79 million in Michigan sales tax The state made $5.76 for each dollar spent on Pure Michigan spring/summer advertising in 2012 Source: D.K. Shifflet & Associates and Longwoods International Total Visitor Spending: $18 billion o Business Travel: $4.7 billion o Leisure Travel: $13 billion o Jobs Supported: 200,000

25 Awareness of 2010 Pure Michigan Campaign Source: Longwoods International Regional Market National Market *Saw at least one ad

26 Awareness of 2012 Pure Michigan Campaign Source: Longwoods International Regional Market National Market *Saw at least one ad

27 Chicago Business Journal March 28, 2013

28 Forbes (2009): All-time Ten Best Tourism Promotion Campaigns 1. Las Vegas (“what happens here, stays here”) 2. Incredible India 3. New Zealand 4. Australia (Paul Hogan, 1980s) 5. Jamaica 6. Pure Michigan 7. Alaska (B4UDIE billboards, 2005) 8. Canada 9. Oregon 10. Virginia (is for Lovers)

29 International Marketing FY ‘14 with $4 million funding increase Expand Ontario advertising to include Toronto Expand promotion in the UK and Germany –Continue partnership with Great Lakes USA Enter new markets in Asia, i.e. Japan, South Korea and China –Partner with Brand USA

30 International Marketing International travel is booming worldwide Up 4% in 2012 to 1.035 billion trips U.S. inbound travel up 6.2% in 2012 Need to invest to capture market share Sources: World Tourism Organization, U.S. Dept. of Commerce

31 Logo Request

32 Stats Most visited state tourism web site in U.S. 2007 – 2012 according to Hitwise 7.10% market share 2 nd – Florida @ 6.15% 8.8 million sessions in 2012 558,000 facebook Fans 69,000 Tweeter Followers

33 Get Involved / Get Connected  Get into database - FREE  Property info / Image & link  Events – info & link  Specials/deals/packages  Videos (newest feature)  2-5 minutes  Posted on You Tube first Use Links on bottom right of Assistance & Videos Marilyn Schneider (517) 241-2605 Carol Royse (517) 373-3848

34 Getting Involved Logo use – Request Request Michigan Travel Ideas 2014 & 2015 Advertising Opportunities  Spring/Summer, Fall & winter Contact: Robin Peebles(517) 373-7462 Monthly Online Featured Deals  290,000 monthly subscribers  Goes out 1 st week each month Contact: Dave Serino (810)360-0170

35 Getting Involved Social Media Campaigns Facebook/Twitter/Guest Blog Contact: Chad Wiebesick, (517) 335-1083 Partnerships with Travel MI Contact : Ken Yarsevich (517) 335-4383

36 MMA

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