Michelle Begnoche Public Relations Manager Michigan Economic Development Corporation Twitter
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2 Michelle Begnoche Public Relations Manager Michigan Economic Development Corporation Twitter
3 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
4 In 2006, we created a new brand for Michigan
5 Sunrise
6 Treasure
7 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)
8 Five Mercury Awards in 2012 Best TV Ads Best Radio Ads Best PR Best Social Media Best Partnership Program
9 Providence RI Journal, June 24, 2012
10 Nashville (TN) Business Journal
11 Print Ad
12 Billboards
13 Chicago Bus Wraps
14 Pure Michigan Budget/Markets $5.7 million Chicago, Indy, Cleveland 2006/07 - $13.2 million add Milwaukee, Cincinnati, & Ontario, Canada $17.5 million add Columbus, Dayton & St. Louis, national golf promotion $28 million add winter, hunting, fishing, & first-ever national cable TV buy $17 million national spring/summer, but cut regional for winter, spring/summer and fall $25.4 million national spring/summer, regional winter, spring/summer and fall $25 million national/spring/summer/regional winter, spring/summer and fall, digital hunting/fishing
15 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 for regional spring/summer buy $1.7 million for regional fall buy All other marketing (PR, publications, social media, web site, etc.)
16 2013 National Cable Buy $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
17 2012 National Cable Buy
18 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
19 Top Ten U.S. Advertisers 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
20 International Marketing Current Program Advertising in Southern Ontario $600,000 annual budget London, Kitchener, Hamilton, but not Toronto Promotion in the UK and Germany $200,000 annual budget In partnership with Great Lakes USA (OH, IL, MN, WI)
21 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
22 Great Lakes USA
23 Brand USA
24 2011 Final Data Total Visitor Spending: $17.7 billion, up $500 million State Taxes Paid: $995 million Business Travel: $4.6 billion, up.4% Resident Leisure Travel: $6.3 billion, up.8% Out-of-state Leisure Travel: $6.8 billion, up 7.5% Jobs Supported: 200,000 Source: D.K. Shifflet & Associates
25 2012 Michigan Hotel Data Occupancy: 56.8%, up 3% over 2011 Average Daily Rate (ADR): $83.44, up 3.9% Revenue Per Available Room (RevPAR): $47.42, up 7.1% All three measures are at highest levels since 2004 Source: Smith Travel Research
26 Awareness of 2010 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
27 Awareness of 2011 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
28 Impact of 2011 Pure Michigan Ads on State s National Image * Saw at least one ad Source: Longwoods International
29 Impact of 2011 Michigan Trips on State s National Image * Saw at least one ad Source: Longwoods International
30 new michigan.org
31 michigan.org Most popular state tourism web site in U.S. in 2012, sixth year in a row 1. michigan.org 7.1% market share 2. Florida 6.19% 3. Virginia 5.96% 4. Arkansas 5.58% 5. Hawaii 4.37% 6. North Carolina 3.96% 7. Texas 3.74% 8. Minnesota 3.12% 9. Utah 2.81% 10. Oklahoma 2.74%
32 Michigan Travel Ideas 1,000,000 printed 650,000 polybagged with March/April Midwest Living
33 Consumer enewsletter
34 Pure Michigan blog
35 Pure Michigan YouTube Channel
36
37 Pure Michigan on Facebook facebook.com/puremichigan.org
38 Facebook app for fans to download Pure Michigan photos Facebook Timeline Cover Twitter background Desktop wallpaper Mobile device background
39 Pinterest
40 Pure Michigan on Instragram #puremichigan
41 Google+ Hangouts
42 Michael Finney Pure Michigan 400
43 Michael Finney Pure Michigan 400
44 Pure Michigan 400 Sprint Cup NASCAR race August 19, 2012 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.) 1600 news stories Renewed for
45 Pure Michigan & Detroit Tigers
46 Pure Michigan & Detroit Tigers
47 Pure Michigan & Detroit Tigers
48 Pure Michigan & Detroit Tigers
49 Pure Michigan & Coca Cola
50 Pure Michigan & Coca Cola 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
51 Pure Michigan & Coca Cola
52 Pure Michigan & Coca Cola
53 Michael Finney 2011: A New Direction Michael Finney
54 Pure Michigan & State Agencies
55 New Standard License Plate
56 Michael Finney Talent Portal
57 E-communications
58 Pure Michigan Do-It-Yourself Marketing Kit
59 Why Michigan
60 The Vision of Pure Michigan Michigan is one of America s favorite fourseason travel experiences *Michigan Tourism Strategic Plan, Achieving this vision will 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
61 Pure Michigan Governor s Conference milodging.org/conference
62 Michelle Begnoche Public Relations Manager Michigan Economic Development Corporation Twitter
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