2011 November Legislature

Travel Michigan• A business unit of the Michigan Economic Development Corporation (MEDC)

• The state of Michigan’s official tourism promotion agency

• Mission: Increase leisure visitor spending in Michigan, thereby increasing business revenues, employment and tax collections

• Primary tactics: advertising, public relations, promotions, michigan.org, enewsletters,Michigan Travel Ideas, social media

In 2006, we created a new brand for Michigan

“Sunrise”

The Henry Ford Partner Ad

Print

Billboards

Chicago Bus Wraps

Signage at State Entry Points

michigan.org

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. Oregon10. Virginia (is for Lovers)

Pure Michigan Budget/Markets• 2005 - $5.7 million – Chicago, Indy, Cleveland

• 2006/07 - $13.2 million – add Milwaukee, Cincinnati, & Ontario, Canada

• 2008 - $17.5 million – add Columbus, Dayton & St. Louis, national golf promotion

• 2009 - $28 million – add winter, hunting, fishing, & first-ever national cable TV buy

• 2010 - $17 million – national spring/summer, but cut regional for winter, spring/summer and fall

• 2011 - $25.4 million – national spring/summer,

regional winter, spring/summer and fall

Final 2010 Tourism Data

• Visitor spending: $17.2 billion, up $2.1 billion (largest one-year increase ever)

• Business travel up 15.3% -- $4.5 billion• Resident leisure travel up 6.1% -- $6.3 billion• Non-resident leisure travel up 21.1% -- $6.4 billion• First time non-resident exceeded resident leisure

• 152,600 tourism jobs, up 10,000 from 2009

• $964 million in state taxes paid by visitors, up $114 million from 2009.

Source: D.K. Shifflett

2011 Michigan Tourism Data(through September)

• MI hotel occupancy @ 57%, up 7.2% (U.S. hotel occupancy @ 61.6%, up 4.6%)

• MI RevPAR (revenue per available room) @ $46.17, up 10.1% (U.S. RevPAR @ $62.54, up 8.3%)

Source: Smith Travel Research

Pure Michigan ROI 2006-2010

• $42 million in out-of-state spring/summer advertising

• Motivated 7.2 million trips to Michigan

• Those visitors spent $2 billion at Michigan businesses

• Those visitors paid $138 million in Michigan sales tax

• The state made $3.29 for each dollar spent on Pure Michigan spring/summer advertising

Source: Longwoods International

2010 Public Relations Results

• 2.9 billion impressions, up from 1.8 billion in 2009

• $52 million in publicity (ad value), up from $45 million in 2009

• Hosted 73 travel writers on three large-group fams

• Hosted 8 international travel writers• 7 weekly radio interviews and WJR show

statewide

2011 State of the State Address“In our budget

recommendations,

we will include the

funding of Pure Michigan

at an annual rate of $25 million…..It’s

positive for our image and it’s a positive return

on our tax dollars...I ask the legislature to

recognize that return on investment and

lend its full support.”

Governor Rick Snyder

January 19, 2011

Pure Michigan 2012 Budget

This $25 million funds:

• $2 million regional winter buy Jan/Feb

• $11.5 million national cable spring/summer buy ($1.5 million from partners)

• $7 million for regional spring/summer buy

• $2 million for regional fall buy

• All other marketing (PR, publications, social media, web site, production, etc.)

Travel Michigan 2011 Partners

Ann Arbor

Beachtowns

Big Rapids

Sault Ste Marie

Grand Rapids Downtown

Detroit

The Henry Ford

Great Lakes Bay Region

Bays, Beaches & Boutiques

Frankenmuth

Traverse City

Flint/Genesee County

Mackinaw City

Lansing

Alpena

Mackinac Island

Blue Water Area

The Great Waters

Sunrise Coast

Ludington/Car Ferry

Muskegon

Silver Lake Sand Dunes

Coldwater/Branch County

Western Upper Peninsula

Kalamazoo

Monroe

Michigan Arts & Culture

Michigan Snowsports Industry Association

Most Recent Brand Promotion

Michael Finney

• Sprint Cup NASCAR race • Sunday, August 21, 2011• Michigan International Speedway• Broadcast live on ESPN• 75 million NASCAR fans nationally• Benefits: Title, advertising, public

relations, social media, promotions, merchandise, on-site

• More than $8 million in promotion value

Pure Michigan 400

Pure Michigan: Beyond TravelNew Direction: All state marketing activities under the popular brand

So, how do we create this level of engagement:

Advertising and public relations drives general regional and national awareness

Strategic event sponsorships, trade shows, partnerships reach a segmented audience

Business Development efforts support economic gardening model through individual meetings

Digital marketing and social media outreach allows for quick dissemination of information and allows 2-way dialogue to a self-identified audience

Integrated place-based branding

Michigan.org and MichiganAdvantage.org

Blog sites

Interactive Marketing

Tactics to increase traffic and visitors

YouTube

Flickr

Facebook

Twitter

ICC Marketing and Communication Subcommittee:

State of Michigan Shared Assets:Identify and maintain a State of Michigan agency asset inventory

Identify short and long term projects for collaboration• .govdelivery• Regonline• Co-branding, advertising and marketing• .gov site• Merchandising• “Buy Michigan”

Best practices - educate and inform each other

Shared Resources and Staff

ICC Marketing and Communication Subcommittee:

5 Year Goals:

Pure Michigan is the recognized brand for the State of Michigan

Integrated marketing efforts within the state agencies, business and tourism partners

Intentional partners with similar marketing goals and efforts

Economic Gardening success focused on the promotion of MI-based products and services

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Pure Michigan Do-It-Yourself Marketing Kit

Why Michigan?

[play video]

Elizabeth ParkinsonSenior Vice President

Marketing and CommunicationsMichigan Economic Development

Corporationelizabeth@michigan.org

(517) 373-6217

Presentation available at: http:www.slideshare.net/Miadvantage/2011-november-legislature