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Three Important Events in 2006
1. Travel Michigan, MSU and MLTA combine conferences
2. First Michigan Tourism Strategic Plan underway
3. Pure Michigan launches
Travel Michigan, MSU and MLTA Combine Conferences in 2006
Three small, 50-300 attendee events decide to join forces
Today 900+ attendees, biggest ever
(our goal: 1000 attendees)
Conference Planning Committee
(TM, MSU, MLTA, MACVB,TC, WMTA)
Michigan Tourism Strategic Plan Underway in 2006
MSU’s Don Holecek “nudges” industry to commit to and fund first such plan
Hundreds participate in process
Result: 2007-2011 Michigan Tourism Strategic Plan
Travel Commission leads on implementation
2012-2017 plan flows from first plan
In 2006, we created a new brand for Michigan
Pure Michigan Launch in 2006
Spring sprint to May launch with McCann Erickson
Initially only in Milwaukee, Cincinnati and Ontario, Canada
Started with just one TV commercial: “Water”
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
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
Pure Michigan 2012 Budget
This $25 million funds:
• $1.7 million regional winter buy Dec/Jan
• $12 million national cable spring/summer buy ($2 million from partners)
• $3.6 million for regional spring/summer buy
• $1.7 million for regional fall buy
• Other marketing (publications, production, fulfillment, fees, etc.)
2012 National Cable Buy
• $12 million national cable TV buy, biggest ever
(including $500,000 each from Ann Arbor, Mackinac Island, The Henry Ford, Traverse City)
• 5000 airings of Pure Michigan TV commercials nationally March 19 through June
• A&E, ABC Family, Animal Planet, Bravo, CMT, CNN, Cooking Channel, ESPN, E!, Food Network, Fox, Golf Channel, HGTV, Lifetime, Lifetime Movie, MSNBC, Nick at Nite, OWN, Oxygen, Style, TLC, Travel Channel, USA, WE, Weather Channel
Pure Michigan Budget vs. Other States (2012)
1. Hawaii -- $75 million
2. California -- $61 million
3. Illinois -- $55 million
4. Florida -- $38 million
5. Texas -- $36 million
6. Michigan -- $25 million
Avg. state tourism budget $14.5 million
Source: U.S. Travel Association
Top Ten U.S. Advertisers 2011
1. P&G $2.9 billion
2. AT&T $1.9 billion
3. GM $1.8 billion
4. Verizon $1.6 billion
5. Comcast $1.6 billion
6. L’Oreal $1.3 billion
7. Time Warner $1.3 billion
8. Pfizer $1.2 billion
9. Chrysler $1.2 billion
10. News Corp $1.2 billion
Source: Kantar Media
Final 2010 Tourism Data
• Visitor spending: $17.2 billion, up $2.1 billion biggest 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
2010 Leisure Visitor Spending(in billions)
14) Michigan10) Arizona
9) Illinois8) N. Carolina
7) Ohio6) Pennsylvania
5) New York4) Nevada
3) Texas2) California
1) Florida
$12.7$13.5
$14.7$15.4$15.8
$16.9$22.2
$25.4$28.1
$57.5$57.7
2010 Leisure Visitor Spending (in billions)
Source: D.K. Shifflett
Awareness of 2010 Pure Michigan Campaign
Source: Longwoods International
Regional Market National Market
*Saw at least one ad
Awareness of 2011 Pure Michigan Campaign
Source: Longwoods International
Regional Market National Market
*Saw at least one ad
2011 Michigan Tourism Data
• MI hotel occupancy @ 55.3%, up 6.9% (U.S. hotel occupancy @ 60.1%, up 4.4%)
• MI RevPAR @ $44.52, up 10%(U.S. RevPAR @ $61.06, up 8.2%)
Source: Smith Travel Research
Impact of 2011 Pure Michigan Ads on State’s National Image
* Saw at least one ad Source: Longwoods International
2011 vs. 2010 Michigan’s National Image
Source: Longwoods International
* Visited in past two years
2011 National Product Delivery vs. Image
Source: Longwoods International
2012 Advertising Partners
$3.9 million from 42 private-sector partners,
up from $3.1 million from 28 partners in 2011
Four national partners, up from 3 in 2011 (Ann Arbor, Mackinac Island, Traverse City, The Henry Ford)
Separate campaign strategy/creative for each
Program started in 2002, with 2 partners & $235,000 in private-sector investment
The Wilds of Michigan
Marquette
The Great Waters
Sault Ste Marie
St. Ignace
Mackinac Island
Sunrise Coast
Alpena
Great Lakes Bay Region
Frankenmuth
Blue Water Area
The Henry Ford
Lansing
Detroit
Monroe
Ann Arbor
Jackson
Thunder Bay Resort
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
michigan.org
Most popular state tourism web site in U.S. in 2011, fifth year in a row1. michigan.org 8,646,540 web visits
2. Arkansas 5,971,427
3. Virginia 5,408,223
4. Florida 5,313,552
5. Hawaii 4,764,513
6. Colorado 4,480,770
7. Texas 4,391,059
8. North Carolina 3,957,667
9. Utah 3,360,181
Source: Experian Hitwise
1,000,000 printed
650,000 polybagged
with March/April
Midwest Living
Zinio edition online
Michigan Travel Ideas
The Brand Goal
Consumer enewsletter
Pure Michigan blog
Pure Michigan YouTube Channel
Pure Michigan on flickr
twitter.com/puremichigan
facebook.com/puremichigan.org
Pure Michigan store
NASCAR Brand Promotion on ESPN
Michael Finney
• Sprint Cup NASCAR race August 21, 2011• Pure Michigan title sponsorship• Michigan International Speedway, ESPN• 75 million NASCAR fans nationally• Benefits: Title, advertising, public
relations, social media, promotions, merchandise, on-site
• $9 million in promotion value (title, spots, PR, etc.)
• Renewed for 2012-14
Inaugural Pure Michigan 400
Pure Michigan Brand Expansion
Pure Michigan Brand Expansion
“Mitten Envy”
“Mitten Envy”
“Mitten Envy”
“There has been a lot of national excitement surrounding the debate over whether Wisconsin or Michigan looks more like a mitten,” Governor Scott Walker said. “Our Pure Michigan friends have agreed to join us in taking all of this attention and turning it into something positive.”
Wisconsin Governor’s Office, December 13, 2011
Announce New Brand Partnership
2012 Coca Cola Partnership
• National– 4 Pure Michigan Vacation
Sweepstakes– Promoted on mycokerewards.com– 17 million members
• Michigan– Co-branding on radio ads, billboards,
truck backs, vending machines and
in-store displays
2012 Coca Cola Partnership
2012 Coca Cola Partnership
2012 Coca Cola Partnership
2012 Coca Cola Partnership
Welcome our new partners:Matt Barribeau, Market Unit VP, Michigan
Mark Krause, Sales Director, Michigan
Katelyn Jackson, Public Affairs & Communication
Coca Cola has 3 manufacturing facilities, 8 distribution centers, 2300 employees in MI
2010 Leisure Visitor Spending(in billions)
14) Michigan10) Arizona
9) Illinois8) N. Carolina
7) Ohio6) Pennsylvania
5) New York4) Nevada
3) Texas2) California
1) Florida
$12.7$13.5
$14.7$15.4$15.8
$16.9$22.2
$25.4$28.1
$57.5$57.7
2010 Leisure Visitor Spending (in billions)
Source: D.K. Shifflett
Pure Michigan: 2006, 2012, 2017
We are at the beginning of a journey…..
What can we achieve?
A top U.S. travel destination?
A major international travel destination?
A reputation as America’s perfect summer destination?
Pure Michigan: 2006, 2012, 2017
Achieving these would mean: • Millions of new visitors to the state • Billions of dollars spent at Michigan
businesses• Tens of thousands of new jobs statewide • Tens of millions in new state tax
collections
MEDC/Travel Michigan Breakouts
2:15 pm – Selling Internationally Dave Lorenz, George Zimmermann
3:15 pm – Plug into Travel Michigan’s PR Michelle Begnoche, Erin Burden, Jacquie Goetz
3:15 pm – Expanding the Pure Michigan Brand Elizabeth Parkinson, Kelly Wolgamott
4:15 pm – Inspiring Tourism through Social Media Chad Wiebesick, Shaun Aukland
4:15 pm – Funding Tourism Development Paul Brown, Jon NunnTrade Show – how to update your info on michigan.org Carol Royce, Bonnie Fink
George Zimmermann
Vice President for Travel Michigan
Michigan Economic Development Corporation