Wineries vary in how they see their relationship to tourism
Seize opportunities with your states 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 States Travel Bureau
Slide 4
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
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2014 Chicago Bus Wrap
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Pure Michigan 400 Michael Finney
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Pure Michigan & Detroit Tigers
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Pure Michigan & Coca Cola
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Pure Michigan & Detroit Grand Prix
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Pure Michigan & Kroger
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Pure Michigan & Absopure
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Signage at State Entry Points
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TODS Signage
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New Standard License Plate
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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
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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
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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
Slide 20
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
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Michigan.org
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Pure Michigan Ads
http://www.youtube.com/watch?v=53VTKiyNImo&list=PLN-hqVuMmUAbwu1aklcSntt8onKb9I2yv
Wines of Pure Michigan Radio Ad Wines of Pure Michigan |
Creative
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Michigan Grape and Wine Industry Council 15498
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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
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2013 Media Flowchart
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Monthly breakdown of visits from Michigan.org to
michiganwines.com (FY13) Hot Spot on Michigan.org March 15-August
31
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Michigan Grape and Wine Industry Council 15498
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$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
Slide 31
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
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George Zimmermann V.P. Michigan Economic Development
Corporation Tourism Retiring April 30, 2014 Best wishes on your
retirement, George!
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The 2012-2017 Michigan Tourism Strategic Plan Dr. Sarah
Nicholls Depts of CSUS & Geography, MSU Developing and
Implementing the 2012-2017 Michigan Tourism Strategic Plan
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Michigan is one of Americas favorite four seasons travel
experiences
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Executive Summary Full plan Without appendices (45 pages) With
appendices (414 pages) PDFs online http:// tourismplan.anr.msu.edu/
http:// tourismplan.anr.msu.edu/ Versions of the Final Plan
Slide 36
Wineries vary in how they see their relationship to tourism
Seize opportunities with your states 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 States Travel Bureau
Slide 37
Linda Jones Michigan Grape and Wine Industry Council
[email protected]