 Wineries vary in how they see their relationship to tourism  Seize opportunities with your state’s travel bureau  Develop long term relationships with travel staff  Deliver on the “Promise”  Use data effectively to highlight opportunities and measure results Tips for Working with your State’s Travel Bureau

Four Keys to Pure Michigan A powerful brand that inspires confidence and produces results Data that proves the effectiveness of the campaign Industry leadership and unity supporting the data and the brand Sufficient budget to promote the brand

2014 Chicago Bus Wrap

Pure Michigan 400 Michael Finney

Pure Michigan & Detroit Tigers

Pure Michigan & Coca Cola

Pure Michigan & Detroit Grand Prix

Pure Michigan & Kroger

Pure Michigan & Absopure

Signage at State Entry Points

TODS Signage

New Standard License Plate

 Current: · 100% fresh products · 75% processed products  Note: ingredients must come from a Michigan farm or animal to be considered “sourced” in Michigan. Pure Michigan Logo Use

Partnership Opportunity Paid Advertising – radio, TV, billboard – customized message $25,000 minimum partner investment Travel Michigan matches the dollar to make the media buy Travel Michigan leads the messaging around partner attributes/ brand architecture Radio, TV, Billboard programs available In-state, regional or national campaigns

Partner Benefits – Value Added Paid Advertising – radio, TV, billboard – customized message “Hot Spot” placement Customized Logo Consumer E-newsletter articles - 525,000 consumers Social Media Campaigns WJR – Travel Michigan Radio Show FAM Tours

Wines of Pure Michigan | Brand Architecture HonestHard Working From Great Lakes Come Great Wines The Way Wine Is Meant To Be Enjoyed The Fruit of Natural Beauty World class wines from grapes nurtured to greatness by Pure Michigan Pure, unspoiled nature Welcoming climate Glacially sculpted landscape provides the terrain and soil perfect for wine creation Authentically Crafted Made with pride and skill the Pure Michigan way Passionately grown, not mass produced, no two wines are alike Smaller, family-owned businesses producing exclusive and handmade wines Locally grown grapes bring to life an authentic soil to glass taste Celebrated and Shared By All More than 90 friendly, intimate wineries to taste and take in the majesty of Michigan wine country Unique festivals, tours, and experiences throughout the year to celebrate the character and wine varieties of the Michigan seasons Experiences and tastes that make everyone feel at home, from newbie to expert Savor The Taste of Pure Michigan MajesticMythicMagical Brand Promise Strategic Message Pillars Key Support Pure Michigan Brand Personality Brand Positioning Message Platform Target: Wine Enthusiasts – Novice and Up Michigan, Chicagoland, Midwest Authentic Destinations Abundant Natural Beauty Unique Experiences

Michigan.org

Pure Michigan Ads Wines of Pure Michigan Radio Ad Wines of Pure Michigan | Creative

Michigan Grape and Wine Industry Council 15498

Target Markets Detroit, Fort Wayne, Grand Rapids, Green Bay, South Bend, & Toledo Target Audience W25-54 Media Considerations Radio Flight Dates Spring/Summer: May – July Budget $100,000 Wines of Pure Michigan | Media Buy

2013 Media Flowchart

Monthly breakdown of visits from Michigan.org to michiganwines.com (FY13) Hot Spot on Michigan.org March 15-August 31

Michigan Grape and Wine Industry Council 15498

$13 million in out-of-state spring/summer advertising Motivated 4 million trips to Michigan 2.4 million from the region (IL, IN, OH, WI, MO, Ontario) 1.6 million from outside the region Those visitors spent $1.2 billion at Michigan businesses Those visitors paid $87 million in Michigan sales tax The state made $6.66 for each dollar spent on Pure Michigan spring/summer advertising in 2013 Every data point is a new record Source: Longwoods International Pure Michigan Results 2013

michigan.org Most popular state tourism web site in U.S. in 2013, seventh year in a row 1.michigan.org5.68% market share 2.Virginia5.21% 3.Florida5.00% 4.Arkansas4.86% 5.Hawaii4.56% 6.Oklahoma3.63% 7.North Carolina3.42% 8.Alaska3.37% 9.Colorado3.32% 10.Minnesota2.84% Source: Experian Hitwise

George Zimmermann V.P. Michigan Economic Development Corporation – Tourism Retiring April 30, 2014 Best wishes on your retirement, George!

The Michigan Tourism Strategic Plan Dr. Sarah Nicholls Depts of CSUS & Geography, MSU Developing and Implementing the Michigan Tourism Strategic Plan

Michigan is one of America’s favorite four seasons travel experiences

 Executive Summary  Full plan  Without appendices (45 pages)  With appendices (414 pages)  PDFs online  tourismplan.anr.msu.edu/ tourismplan.anr.msu.edu/ Versions of the Final Plan

 Wineries vary in how they see their relationship to tourism  Seize opportunities with your state’s travel bureau  Develop long term relationships with travel staff  Deliver on the “Promise”  Use data effectively to highlight opportunities and measure results Tips for Working with your State’s Travel Bureau

Linda Jones Michigan Grape and Wine Industry Council