Michigan 2012 National Tourism Advertising Evaluation and Image Study

Michigan 2012 National Tourism Advertising Evaluation and Image Study - Final Report April 2013

Table of Contents The 2012 Advertising Campaign... 3 Research Objectives... 4 Research Method... 5 Creative..8 Detailed Findings...13 Travel Motivators & Hot Buttons... 16 Michigan s Image. 21 Michigan s Tourism Product.. 35 Campaign Performance.. 45 Advertising Awareness... 47 Impact of Advertising on Image.49 Bottom line Impacts..55 Pure Michigan Summary.... 62 Appendix: I (Regional Market).64 Appendix: II (National Market) 109 2

The 2012 Advertising Campaign The 2012 tourism advertising program for the State of Michigan involved the continuation of the highly successful Pure Michigan campaign in both the regional as well the balance of the national marketplace: Michigan s regional markets include: Chicago IL, Milwaukee WI, Indianapolis IN, Cleveland OH, Akron OH, Canton OH, Cincinnati OH, Columbus OH, Dayton OH, Toledo OH, St. Louis MO, South Bend IN, Green Bay WI, Ft. Wayne IN, and Southern Ontario. The State invested a total of $15.8 million on the campaign in 2012: $3.6 million in the region and $12.3 million in the rest of the nation. 3

Research Objective The purpose of this research was to provide: strategic insights about the image of Michigan and its key competitors with respect to key destination choice factors; an evaluation of the impact of the 2012 campaign on both: short of sales measures: advertising awareness and image bottom line measures travel to Michigan, traveler spending in Michigan and the state and local taxes related to that spending and finally the return on the advertising investment (ROI) 4

Research Method The study was conducted among a representative sample of adult travelers residing in the U.S. Travelers means respondents had taken a day and/or overnight pleasure trip anywhere in the past 3 years and intend to take another in the next 2 years. The survey was conducted via a major American online consumer panel which is demographically balanced to represent the national population. 1,440 individuals responded to the research from Michigan s regional marketplace 4,500 individuals responded to the research from the rest of the nation (2,000 from balance of U.S. and 1,250 in each of the Dallas and Atlanta markets) At the 95% confidence level, the margin of error for a proportion in the research is +/- 2% 5

Research Method (Cont d) The questionnaire addressed three key areas in the following order: Michigan s Image as a Travel Destination Respondents rated Michigan and selected competitive states across an extensive list of characteristics or attributes. Travel to Michigan Respondents reported the number of day and overnight trips they took to Michigan during and shortly after the advertising campaign. Advertising Awareness Individual ads from the 2012 campaign were exposed and respondents reported recall of each. 6

Research Method (Cont d) ROI calculation: The Longwoods R.O.EYE method quantifies the relationship between awareness of campaign elements and trip taking. A baseline measure is generated to estimate the level of visitation that would have occurred in the absence of advertising activity. Using the principles and techniques of experimental design, we control for the effects of internal and external factors that could otherwise influence the result. 7

Creative

Detailed Findings

Travel Motivators Longwoods takes an innovative approach to profiling the factors that motivate travel and destination choice. Direct questioning of respondents on this subject can often lead to misleading answers. Respondents answers tend to favor rational over emotional ideas because they are easier to call to mind and articulate. Longwoods, therefore, takes an indirect approach to uncovering these motivators. Through predictive modeling analytics, we get below the surface and uncover the true factors that drive overall ratings of destination appeal and choice. 14

The Indirect Approach Respondents are asked to rate selected states across a robust list of destination attributes or characteristics. The statistical correlation between each attribute rating and the overall rating for being A place I would really enjoy visiting is then calculated. Attributes showing strong correlations are strong predictors of destination choice and those with the highest are the Hot Buttons that should be included in the communications messaging strategy. Travel Motivator factors reflect the aggregated importance across related attributes. 15

Travel Motivators & Hot Buttons

Travel Motivators in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable Relative Importance * *A measure of the degree of association between each factor and whether Destination is a place I would really enjoy visiting. 17

Hot Buttons in the Regional Market Base: Regional Market Top 10 Hot Buttons A fun place for vacation A unique vacation experience Good for adult vacation Good place for families to visit A real adventure An exciting place Children would especially enjoy Lots to see and do Beautiful gardens and parks Popular with vacationers 18

Travel Motivators in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation Relative Importance * *A measure of the degree of association between each factor and whether Destination is a place I would really enjoy visiting. 19

Hot Buttons in the National Market Base: National Market Top 10 Hot Buttons A fun place for vacation An exciting place A unique vacation experience A real adventure Good for adult vacation Children would especially enjoy Good place for families to visit Popular with vacationers Lots to see and do Interesting cities 20

Michigan s Image

Michigan s Image To obtain travelers perceptions of Michigan and its key competitors, respondents were asked to rate each state across a battery of attributes, using a ten-point scale where 10 meant Agree completely and 1 meant Do not agree at all. A 0 rating was allowed if they had no impression at all. Image charts report the proportion of respondents who rated a destination at 10, 9, or 8 on each attribute. Competitive states included: Illinois, Indiana, New York, Ohio, Pennsylvania, and Wisconsin. 22

Michigan's Image in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable 34 33 29 29 43 43 47 50 45 45 47 47 43 43 46 49 52 58 60 58 * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York, and Illinois 0 20 40 60 80 100 2012 2011 23

Michigan's Top Image Strengths in the Regional Market Base: Regional Market Beautiful fall colors Great for boating/water sports Excellent fishing 69 68 71 Truly beautiful scenery Not too far away for a vacation Great for sailing Good place for camping 65 63 61 61 Great for professional/college sports Great for canoeing/kayaking Good for adult vacation 56 55 58 0 20 40 60 80 100 24

Michigan's Image vs. the Competition in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable 38 30 34 35 29 37 43 47 46 45 46 47 45 43 45 46 43 52 53 58 * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York, and Illinois 0 20 40 60 80 100 Michigan Competitors* 25

Michigan's Image Strengths vs. the Competition in the Regional Market Base: Regional Market Great for boating/water sports 28 Great for sailing 26 Excellent fishing 25 Often notice advertising for this place 20 Great for canoeing/kayaking 16 Good place for camping 16 Good for hiking/backpacking 14 Truly beautiful scenery 13 0 10 20 30 Difference in 26

Michigan's Image Strengths vs. the Competition in the Regional Market Base: Regional Market Popular with vacationers 13 Beautiful fall colors 10 A real adventure 9 Great for golf 7 Great for bicycling/jogging 7 Excellent state park facilities 6 Beautiful gardens and parks 5 0 10 20 30 Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 27

Michigan's Image Weaknesses vs. the Competition in the Regional Market Base: Regional Market Excellent museums/art galleries Great for theater and the arts Interesting architecture Well-known landmarks Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Offers a variety of dining options Safe to travel anywhere in this place Excellent shopping Great place for a conference/convention Interesting cities -15-11 -10-8 -7-7 -6-6 -6-5 -5-30 -20-10 0 10 Difference in 28

Michigan's Image in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation 33 30 36 32 36 32 40 36 37 33 28 26 24 23 34 32 30 27 44 43 * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois 0 20 40 60 80 100 2012 2011 29

Michigan's Top Image Strengths in the National Market Base: National Market Beautiful fall colors 56 Excellent fishing Great for boating/water sports Truly beautiful scenery Great for professional/college sports 52 51 50 49 Great for sailing 46 Good place for camping Great for canoeing/kayaking Excellent state park facilities Good place for families to visit 43 43 42 41 0 20 40 60 80 100 30

Michigan's Image vs. the Competition in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation 33 37 36 37 36 43 40 43 37 44 28 41 24 30 34 42 30 30 44 36 * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois 0 20 40 60 80 100 Michigan Competitors* 31

Michigan's Image Strengths vs. the Competition in the National Market Base: National Market Great for sailing 19 Great for boating/water sports 19 Excellent fishing 18 Great for canoeing/kayaking 12 Good place for camping 6 Good for hiking/backpacking 5 0 10 20 30 Difference in 32

Michigan's Image Weaknesses vs. the Competition in the National Market Base: National Market Great for theater and the arts -15 Excellent museums/art galleries Exciting nightlife/entertainment/shows Well-known landmarks Excellent shopping Elegant, sophisticated restaurants Interesting architecture Offers a variety of dining options Great place for a conference/convention -13-13 -13-12 -12-11 -10-10 -30-20 -10 0 10 Difference in 33

Michigan's Image Weaknesses vs. the Competition in the National Market Base: National Market Interesting cities Popular with vacationers An exciting place -9-9 -8 Lots to see and do Interesting festivals/fairs/events Interesting local people Not too far away to consider for a vacation Good for adult vacation Interesting customs/cultures/traditions -7-6 -6-5 -5-5 -30-20 -10 0 10 Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 34

Michigan s Tourism Product

Michigan s Product Delivery vs. Image by Travel Motivating Factors in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable 23 28 35 39 37 41 37 38 41 37 51 55 52 53 50 53 53 56 46 62 0 20 40 60 80 100 * Visited in past two years Recent Visitors* Never Visited 36

Michigan s Product Delivery vs. Competitors by Travel Motivating Factors in the Regional Market Base: Regional Market who took a trip in the past two years Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable 41 41 41 37 51 47 55 57 52 54 53 52 50 54 53 52 47 56 62 64 * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois 0 20 40 60 80 100 Michigan Competitors* 37

Michigan s Product Strengths in the Regional Market Base: Regional Market who took a trip in the past two years Great for boating/water sports Great for sailing Often notice advertising for this place Great for canoeing/kayaking Excellent fishing Truly beautiful scenery Good for hiking/backpacking Good place for camping Popular with vacationers Great for golf A real adventure Good for adult vacation Beautiful fall colors 7 7 7 6 9 10 11 12 15 14 14 18 23 0 10 20 30 40 Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 38

Michigan's Product Weaknesses in the Regional Market Base: Regional Market who took a trip in the past two years Excellent museums/art galleries Interesting architecture Great for theater and the arts Offers a variety of dining options Great place for a conference/convention Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Beautiful gardens and parks Well-known landmarks Not too far away for a vacation Interesting cities -19-15 -14-11 -10-9 -8-7 -6-6 -5-40 -30-20 -10 0 10 Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 39

Michigan s Product Delivery vs. Image by Travel Motivating Factors in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation 22 31 34 34 39 35 39 26 32 39 28 46 47 49 48 48 45 50 52 43 0 20 40 60 80 100 * Visited in past two years Recent Visitors* Never Visited 40

Michigan s Product Delivery vs. Competitors by Travel Motivating Factors in the National Market Base: National Market who took a trip in the past two years Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation 39 39 36 46 53 47 53 49 57 48 54 48 59 55 45 48 50 61 52 45 * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois 0 20 40 60 80 100 Michigan Competitors* 41

Michigan s Product Strengths in the National Market Base: National Market who took a trip in the past two years Great for sailing 19 Excellent fishing 15 Great for boating/water sports 14 Great for canoeing/kayaking 12 Great for bicycling/jogging 7 Great roads and highways 6 Great for golf 6 0 10 20 30 40 Difference in 42

Michigan's Product Weaknesses in the National Market Base: National Market who took a trip in the past two years Great for theater and the arts Excellent museums/art galleries Well-known landmarks Interesting architecture Exciting nightlife/entertainment/shows Lots to see and do Excellent shopping Offers a variety of dining options Interesting cities Elegant, sophisticated restaurants Interesting festivals/fairs/events -20-18 -17-15 -15-15 -15-14 -14-12 -10-40 -30-20 -10 0 10 Difference in 43

Michigan's Product Weaknesses in the National Market Base: National Market who took a trip in the past two years Great place for a conference/convention Interesting local people A unique vacation experience Popular with vacationers A fun place for vacation Good for adult vacation Not too far away to consider for a vacation An exciting place Interesting customs/cultures/traditions Good place for families to visit Children would especially enjoy -9-9 -8-8 -8-7 -7-7 -7-6 -6-40 -30-20 -10 0 10 Note: Circled attributes are some of the most important image hot buttons for travelers Difference in 44

Campaign Performance

Advertising Performance Indicators Longwoods ROEye model evaluates campaign performance both on Short-of-Sales as well as Bottom-line measures. The key indicators of campaign performance are: Awareness of the advertising The advertising has to be seen or heard for it to have any effect. Actual advertising in each market was exposed during the online survey as recall stimuli. Impact on the Image of Michigan The advertising should enhance the impressions people have of the state as a destination. Impact on travel to Michigan Higher awareness and more favorable impressions of the state should translate into incremental reported as well as intended visits. 46

Advertising Awareness

Awareness of the 2012 Ad Campaign Aware* 72% Regional Market Aware* 39% National Market Unaware 28% Unaware 61% *Saw at least one ad 48

Impact of Advertising on Image

2012 Impact of Advertising on Michigan's Image in the Regional Market Base: Regional Market Exciting 32 45 Family Destination 33 50 Adult Atmosphere 37 46 Unique 36 49 Sightseeing 34 45 Popular 30 49 Sports & Recreation 46 60 Worry Free 29 35 Entertainment 21 31 Affordable 40 54 0 20 40 60 80 100 * Saw at least one ad Aware* Unaware 50

Attributes On Which Advertising Had The Most Impact in the Regional Market Base: Regional Market Often notice advertising for this place 24 Good place for families to visit Great for boating/water sports Interesting small towns/villages Beautiful fall colors Good place for camping Not too far away for a vacation A real adventure 19 19 18 18 17 17 17 Note: Circled attributes are some of the most important image hot buttons for travelers 0 10 20 30 40 Difference in 51

Attributes On Which Advertising Had The Most Impact in the Regional Market Base: Regional Market Exciting nightlife/entertainment/shows Well-known landmarks Great for bicycling/jogging Excellent fishing Popular with vacationers A unique vacation experience Good for hiking/backpacking Children would especially enjoy 16 16 16 16 15 15 15 15 Note: Circled attributes are some of the most important image hot buttons for travelers 0 10 20 30 40 Difference in 52

2012 Impact of Advertising on Michigan's Image in the National Market Base: National Market Exciting 25 38 Family Destination 28 41 Adult Atmosphere 28 40 Unique 34 44 Sightseeing 31 41 Entertainment 21 32 Popular 14 31 Affordable 26 40 Worry Free 24 33 Sports & Recreation 37 49 0 20 40 60 80 100 * Saw at least one ad Aware* Unaware 53

Attributes On Which Advertising Had The Most Impact in the National Market Base: National Market Often notice advertising for this place Great for golf Not too far away for a vacation Good place for families to visit Great for sailing Great place for a conference/convention Great for professional/college sports A real adventure Excellent state park facilities Excellent fishing A fun place for vacation Popular with vacationers 16 15 15 14 14 14 14 14 14 14 14 20 Note: Circled attributes are some of the most important image hot buttons for travelers 0 10 20 30 40 Difference in 54

Bottom-Line Impacts

Campaign Efficiency Regional Market Base: Regional Market 2012 Michigan Campaign Ad Investment $5M Incremental Trips 2.3M Efficiency: Ad $ s per Trip $2.17 Trips per Ad $ 0.46 56

Visitor Spending & Taxes Due To Advertising Regional Market Base: Regional Market 2012 Michigan Campaign Trips 2.3M Generated Incremental: Spending* State Taxes $574.8M $40.2M * 2012 Avg. Spending estimates and State Tax rate provided by Travel Michigan 57

The Bottom-Line in 2012 Regional Market Base: Regional Market 2012 Michigan Campaign Spending Per Ad $ $115:1 Taxes Per Ad $ $8:1 58

Campaign Efficiency National Market Base: National Market 2012 Michigan Campaign Ad Investment $8.7M Incremental Trips 1.5M Efficiency: Ad $ s per Trip $5.93 Trips per Ad $ 0.17 59

Visitor Spending & Taxes Due To Advertising National Market Base: National Market 2012 Michigan Campaign Trips 1.5M Generated Incremental: Spending* State Taxes $554.9M $38.8M * 2012 Avg. Spending estimates and State Tax rate provided by Travel Michigan 60

The Bottom Line in 2012 National Market Base: National Market 2012 Michigan Campaign Spending Per Ad $ $64:1 Taxes Per Ad $ $4:1 61

Pure Michigan Summary

Pure Michigan Out-of-State ROI Summary Advertising Investment Trips Generated New Visitor Spending State Taxes Generated 2006 Region $6.2M 0.7M $188.0M $13.1M $2.11 2007 Region $6.8M 1.3M $287.4M $20.1M $2.94 2008 Region $6.4M 1.1M $270.3M $18.9M $2.97 2009 Region $4.9M 1.4M $374.4M $26.2M $5.38 2009 National $7.8M 0.7M $249.6M $17.5M $2.23 2010 Region $2.2M 1.2M $292.9M $20.5M $9.16 2010 National $7.6M 0.9M $313.0M $21.9M $2.88 2011 Region $3.8M 2.0M $531.9M $37.2M $9.85 2011 National $10.5M 1.2M $465.5M $32.6M $3.11 2012 Region $5.0M 2.3M $574.8M $40.2M $8.06 2012 National $8.7M 1.5M $554.9M $38.8M $4.45 ROI Region Total $35.3M 10.0M $2,519.7M $176.3M $4.99 National Total $34.6M 4.2M $1,583.1M $110.8M $3.20 Total $70.0M 14.2M $4,102.8M $287.1M $4.10 63

Appendix: I (Regional Market)

Michigan s Image in the Regional Market

Image Rating: Would Really Enjoy Visiting Base: Regional Market 100 80 60 40 20 54 51 49 45 41 38 36 0 Wisconsin Illinois Michigan Pennsylvania New York Ohio Indiana 66

Michigan's Image vs. the Competition Exciting Base: Regional Market Exciting 38 43 A fun place for vacation 43 48 A real adventure 36 44 An exciting place 35 37 0 20 40 60 80 100 Michigan Competitors 67

Michigan's Image vs. the Competition Exciting Base: Regional Market 100 80 60 40 20 46 45 43 41 35 33 30 0 Illinois Wisconsin Michigan New York Pennsylvania Ohio Indiana 68

Michigan's Image vs. the Competition Family Destination Base: Regional Market Family Destination 47 46 Good place for families to visit 51 54 Children would especially enjoy 40 41 0 20 40 60 80 100 Michigan Competitors 69

Michigan's Image vs. the Competition Family Destination Base: Regional Market 100 80 60 40 20 60 47 46 44 42 42 38 0 Wisconsin Michigan Illinois Ohio Pennsylvania New York Indiana 70

Michigan's Image vs. the Competition Adult Atmosphere Base: Regional Market Adult Atmosphere 45 46 Good for adult vacation 51 55 Great place for a conference/convention 35 40 0 20 40 60 80 100 Michigan Competitors 71

Michigan's Image vs. the Competition Adult Atmosphere Base: Regional Market 100 80 60 40 20 59 55 48 45 42 40 36 0 Illinois New York Wisconsin Michigan Pennsylvania Ohio Indiana 72

Michigan's Image vs. the Competition Unique Base: Regional Market Unique 45 47 Beautiful fall colors 60 71 A unique vacation experience Interesting local people 43 41 42 42 Interesting customs/cultures/traditions 32 36 0 20 40 60 80 100 Michigan Competitors 73

Michigan's Image vs. the Competition Unique Base: Regional Market 100 80 60 40 20 54 47 46 45 45 41 38 0 Wisconsin Michigan Pennsylvania Illinois New York Ohio Indiana 74

Michigan's Image vs. the Competition Sightseeing Base: Regional Market Sightseeing 43 45 Truly beautiful scenery Interesting small towns/villages Beautiful gardens and parks Lots to see and do Interesting festivals/fairs/events Interesting cities Well-known landmarks Excellent shopping Interesting architecture Excellent museums/art galleries 29 30 52 50 46 50 45 48 48 43 44 40 44 38 46 36 41 40 44 65 0 20 40 60 80 100 Michigan Competitors 75

Michigan's Image vs. the Competition Sightseeing Base: Regional Market 100 80 60 40 20 56 51 49 46 43 38 34 0 Illinois New York Wisconsin Pennsylvania Michigan Ohio Indiana 76

Michigan's Image vs. the Competition Popular Base: Regional Market Popular 30 46 Popular with vacationers 35 48 Often notice advertising for this place 25 45 0 20 40 60 80 100 Michigan Competitors 77

Michigan's Image vs. the Competition Popular Base: Regional Market 100 80 60 40 20 46 40 39 29 25 24 22 0 Michigan Wisconsin Illinois New York Ohio Pennsylvania Indiana 78

Michigan's Image vs. the Competition Sports & Recreation Base: Regional Market Sports & Recreation 43 58 Great for boating/water sports Excellent fishing Great for sailing Good place for camping Great for professional/college sports Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf 41 43 61 36 61 45 58 53 56 40 55 48 54 40 51 44 44 37 69 68 0 20 40 60 80 100 Michigan Competitors 79

Michigan's Image vs. the Competition Sports & Recreation Base: Regional Market 100 80 60 40 20 59 58 42 41 41 38 34 0 Wisconsin Michigan Ohio Illinois New York Indiana Pennsylvania 80

Michigan's Image vs. the Competition Worry Free Base: Regional Market Worry Free 34 35 Great roads and highways 40 42 Safe to travel anywhere in this place 35 40 Excellent climate overall 26 24 0 20 40 60 80 100 Michigan Competitors 81

Michigan's Image vs. the Competition Worry Free Base: Regional Market 100 80 60 40 20 41 37 35 34 34 29 27 0 Wisconsin Indiana Ohio Michigan Pennsylvania Illinois New York 82

Michigan's Image vs. the Competition Entertainment Base: Regional Market Entertainment 29 37 Elegant, sophisticated restaurants 32 39 Exciting nightlife/entertainment/shows 31 37 Great for theater and the arts 25 36 0 20 40 60 80 100 Michigan Competitors 83

Michigan's Image vs. the Competition Entertainment Base: Regional Market 100 80 60 40 20 62 57 33 31 29 29 24 0 Illinois New York Wisconsin Ohio Michigan Pennsylvania Indiana 84

Michigan's Image vs. the Competition Affordable Base: Regional Market Affordable 52 53 Not too far away for a vacation 59 63 Offers a variety of dining options 41 47 0 20 40 60 80 100 Michigan Competitors 85

Michigan's Image vs. the Competition Affordable Base: Regional Market 100 80 60 40 20 66 59 52 52 50 49 46 0 Illinois New York Michigan Wisconsin Ohio Indiana Pennsylvania 86

Michigan's Product in the Regional Market

Michigan s Tourism Product Exciting Base: Regional Market who took a trip in the past two years Exciting 47 51 A fun place for vacation 55 57 A real adventure 43 49 An exciting place 43 46 0 20 40 60 80 100 Michigan Competitors 88

Michigan s Tourism Product Family Destination Base: Regional Market who took a trip in the past two years Family Destination 55 57 Good place for families to visit 59 61 Children would especially enjoy 50 53 0 20 40 60 80 100 Michigan Competitors 89

Michigan s Tourism Product Adult Atmosphere Base: Regional Market who took a trip in the past two years Adult Atmosphere 52 54 Good for adult vacation 58 64 Great place for a conference/convention 40 50 0 20 40 60 80 100 Michigan Competitors 90

Michigan s Tourism Product Unique Base: Regional Market who took a trip in the past two years Unique 53 52 Beautiful fall colors 69 75 A unique vacation experience Interesting local people 51 49 47 51 Interesting customs/cultures/traditions 39 40 0 20 40 60 80 100 Michigan Competitors 91

Michigan s Tourism Product Sightseeing Base: Regional Market who took a trip in the past two years Sightseeing 50 54 Truly beautiful scenery Interesting small towns/villages Beautiful gardens and parks Lots to see and do Interesting festivals/fairs/events Interesting cities Well-known landmarks Excellent shopping Interesting architecture Excellent museums/art galleries 34 36 58 57 54 52 58 55 58 51 54 50 55 47 53 45 48 51 53 70 0 20 40 60 80 100 Michigan Competitors 92

Michigan s Tourism Product Popular Base: Regional Market who took a trip in the past two years Popular 41 53 Popular with vacationers 46 54 Often notice advertising for this place 36 51 0 20 40 60 80 100 Michigan Competitors 93

Michigan s Tourism Product Sports & Recreation Base: Regional Market who took a trip in the past two years Sports & Recreation 52 62 Great for boating/water sports Excellent fishing Great for sailing Good place for camping Great for professional/college sports Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf 75 52 70 56 62 44 65 55 60 63 63 48 57 56 58 48 56 55 50 43 0 20 40 60 80 100 Michigan Competitors 94

Michigan s Tourism Product Worry Free Base: Regional Market who took a trip in the past two years Worry Free 41 41 Great roads and highways 47 46 Safe to travel anywhere in this place 45 48 Excellent climate overall 29 32 0 20 40 60 80 100 Michigan Competitors 95

Michigan s Tourism Product Entertainment Base: Regional Market who took a trip in the past two years Entertainment 37 47 Elegant, sophisticated restaurants 40 49 Exciting nightlife/entertainment/shows 39 47 Great for theater and the arts 32 46 0 20 40 60 80 100 Michigan Competitors 96

Michigan s Tourism Product Affordable Base: Regional Market who took a trip in the past two years Affordable 56 64 Not too far away for a vacation 66 72 Offers a variety of dining options 45 56 0 20 40 60 80 100 Michigan Competitors 97

Advertising Impacts on Image in the Regional Market

Michigan's Image Exciting Base: Regional Market Exciting 32 45 A fun place for vacation 36 50 A real adventure 30 47 An exciting place 30 39 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 99

Michigan's Image Family Destination Base: Regional Market Family Destination 33 50 Good place for families to visit 37 57 Children would especially enjoy 28 43 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 100

Michigan's Image Adult Atmosphere Base: Regional Market Adult Atmosphere 37 46 Good for adult vacation 44 57 Great place for a conference/convention 29 36 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 101

Michigan's Image Unique Base: Regional Market Unique 36 49 Beautiful fall colors 56 74 A unique vacation experience 30 45 Interesting local people 33 43 Interesting customs/cultures/traditions 26 33 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 102

Michigan's Image Sightseeing Base: Regional Market Sightseeing 34 45 Truly beautiful scenery 54 67 Interesting small towns/villages 35 53 Beautiful gardens and parks 43 51 Lots to see and do 39 50 Interesting festivals/fairs/events 35 45 Interesting cities 30 42 Well-known landmarks 25 41 Excellent shopping 30 37 Interesting architecture 20 32 Excellent museums/art galleries 29 25 0 20 40 60 80 100 * Saw at least one ad Aware* Unaware 103

Michigan's Image Popular Base: Regional Market Popular 30 49 Popular with vacationers 35 50 Often notice advertising for this place 25 49 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 104

Michigan's Image Sports & Recreation Base: Regional Market Sports & Recreation 46 60 Great for boating/water sports Excellent fishing Great for sailing Good place for camping Great for professional/college sports Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf 53 55 64 50 63 46 59 50 58 44 57 43 57 42 54 38 45 39 70 72 0 20 40 60 80 100 * Saw at least one ad Aware* Unaware 105

Michigan's Image Worry Free Base: Regional Market Worry Free 29 35 Great roads and highways 37 43 Safe to travel anywhere in this place 31 35 Excellent climate overall 21 27 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 106

Michigan's Image Entertainment Base: Regional Market Entertainment 21 31 Elegant, sophisticated restaurants 27 33 Exciting nightlife/entertainment/shows 17 33 Great for theater and the arts 18 26 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 107

Michigan's Image Affordable Base: Regional Market Affordable 40 54 Not too far away for a vacation 49 66 Offers a variety of dining options 31 43 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 108

Appendix: II (National Market)

Michigan s Image in the National Market

Image Rating: Would Really Enjoy Visiting Base: National Market 100 80 60 40 20 63 44 38 37 37 30 29 0 New York Pennsylvania Wisconsin Michigan Illinois Ohio Indiana 111

Michigan's Image vs. the Competition Exciting Base: National Market Exciting 33 37 A fun place for vacation 35 39 A real adventure 34 36 An exciting place 28 37 0 20 40 60 80 100 Michigan Competitors 112

Michigan's Image vs. the Competition Exciting Base: National Market 100 80 60 40 20 66 38 33 33 33 27 24 0 New York Pennsylvania Wisconsin Illinois Michigan Ohio Indiana 113

Michigan's Image vs. the Competition Family Destination Base: National Market Family Destination 36 37 Good place for families to visit 41 42 Children would especially enjoy 30 31 0 20 40 60 80 100 Michigan Competitors 114

Michigan's Image vs. the Competition Family Destination Base: National Market 100 80 60 40 20 45 44 39 36 31 31 30 0 New York Pennsylvania Wisconsin Michigan Illinois Ohio Indiana 115

Michigan's Image vs. the Competition Adult Atmosphere Base: National Market Adult Atmosphere 36 43 Good for adult vacation 41 45 Great place for a conference/convention 30 40 0 20 40 60 80 100 Michigan Competitors 116

Michigan's Image vs. the Competition Adult Atmosphere Base: National Market 100 80 60 40 20 70 43 42 36 36 32 30 0 New York Pennsylvania Illinois Wisconsin Michigan Ohio Indiana 117

Michigan's Image vs. the Competition Unique Base: National Market Unique 40 43 Beautiful fall colors 54 56 Interesting local people 37 43 A unique vacation experience 36 39 Interesting customs/cultures/traditions 31 36 0 20 40 60 80 100 Michigan Competitors 118

Michigan's Image vs. the Competition Unique Base: National Market 100 80 60 40 20 61 49 42 40 35 34 34 0 New York Pennsylvania Wisconsin Michigan Ohio Illinois Indiana 119

Michigan's Image vs. the Competition Sightseeing Base: National Market Sightseeing 37 44 Truly beautiful scenery Beautiful gardens and parks Interesting small towns/villages Lots to see and do Interesting cities Interesting festivals/fairs/events Well-known landmarks Excellent museums/art galleries Excellent shopping Interesting architecture 37 35 35 31 31 30 50 47 41 42 40 42 40 46 46 42 47 44 43 42 0 20 40 60 80 100 Michigan Competitors 120

Michigan's Image vs. the Competition Sightseeing Base: National Market 100 80 60 40 20 68 49 42 37 37 33 30 0 New York Pennsylvania Illinois Wisconsin Michigan Ohio Indiana 121

Michigan's Image vs. the Competition Entertainment Base: National Market Entertainment 28 41 Elegant, sophisticated restaurants 31 43 Exciting nightlife/entertainment/shows 27 40 Great for theater and the arts 25 40 0 20 40 60 80 100 Michigan Competitors 122

Michigan's Image vs. the Competition Entertainment Base: National Market 100 80 60 40 20 81 44 37 28 25 25 23 0 New York Illinois Pennsylvania Michigan Ohio Wisconsin Indiana 123

Michigan's Image vs. the Competition Popular Base: National Market Popular 24 30 Popular with vacationers 28 37 Often notice advertising 21 23 0 20 40 60 80 100 Michigan Competitors 124

Michigan's Image vs. the Competition Popular Base: National Market 100 80 60 40 20 61 32 24 24 23 20 17 0 New York Pennsylvania Michigan Illinois Wisconsin Ohio Indiana 125

Michigan's Image vs. the Competition Affordable Base: National Market Affordable 34 42 Offers a variety of dining options 39 49 Not too far away for a vacation 29 34 0 20 40 60 80 100 Michigan Competitors 126

Michigan's Image vs. the Competition Affordable Base: National Market 100 80 60 40 20 63 45 40 34 34 34 32 0 New York Pennsylvania Illinois Ohio Michigan Wisconsin Indiana 127

Michigan's Image vs. the Competition Worry Free Base: National Market Worry Free 30 30 Great roads and highways 35 34 Safe to travel anywhere in this place 34 35 Excellent climate overall 20 22 0 20 40 60 80 100 Michigan Competitors 128

Michigan's Image vs. the Competition Worry Free Base: National Market 100 80 60 40 20 35 33 31 30 30 27 27 0 Wisconsin Pennsylvania Indiana Ohio Michigan New York Illinois 129

Michigan's Image vs. the Competition Sports & Recreation Base: National Market Sports & Recreation 36 44 Excellent fishing Great for boating/water sports Great for professional/college sports Great for sailing Good place for camping Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf 52 35 51 32 49 48 46 27 43 37 43 31 42 40 41 35 38 38 34 31 0 20 40 60 80 100 Michigan Competitors 130

Michigan's Image vs. the Competition Sports & Recreation Base: National Market 100 80 60 40 20 44 43 38 37 34 31 29 0 Michigan Wisconsin New York Pennsylvania Ohio Illinois Indiana 131

Michigan s Product Delivery in the National Market

Michigan s Tourism Product Exciting Base: National Market who took a trip in the past two years Exciting 46 53 A fun place for vacation 50 58 A real adventure 44 48 An exciting place 46 53 0 20 40 60 80 100 Michigan Competitors 133

Michigan s Tourism Product Family Destination Base: National Market who took a trip in the past two years Family Destination 47 53 Good place for families to visit 52 58 Children would especially enjoy 42 47 0 20 40 60 80 100 Michigan Competitors 134

Michigan s Tourism Product Adult Atmosphere Base: National Market who took a trip in the past two years Adult Atmosphere 49 57 Good for adult vacation 53 61 Great place for a conference/convention 45 54 0 20 40 60 80 100 Michigan Competitors 135

Michigan s Tourism Product Unique Base: National Market who took a trip in the past two years Unique 48 54 Beautiful fall colors 62 63 Interesting local people 44 53 A unique vacation experience 46 54 Interesting customs/cultures/traditions 40 47 0 20 40 60 80 100 Michigan Competitors 136

Michigan s Tourism Product Sightseeing Base: National Market who took a trip in the past two years Sightseeing 48 59 Truly beautiful scenery Beautiful gardens and parks Interesting small towns/villages Lots to see and do Interesting cities Interesting festivals/fairs/events Well-known landmarks Excellent museums/art galleries Excellent shopping Interesting architecture 57 57 57 56 50 52 49 64 48 61 49 59 46 64 41 58 44 59 41 56 0 20 40 60 80 100 Michigan Competitors 137

Michigan s Tourism Product Entertainment Base: National Market who took a trip in the past two years Entertainment 39 55 Elegant, sophisticated restaurants 43 55 Exciting nightlife/entertainment/shows 39 54 Great for theater and the arts 36 56 0 20 40 60 80 100 Michigan Competitors 138

Michigan s Tourism Product Popular Base: National Market who took a trip in the past two years Popular 45 48 Popular with vacationers 49 56 Often notice advertising for this place 39 41 0 20 40 60 80 100 Michigan Competitors 139

Michigan s Tourism Product Affordable Base: National Market who took a trip in the past two years Affordable 50 61 Offers a variety of dining options 47 61 Not too far away for a vacation 53 60 0 20 40 60 80 100 Michigan Competitors 140

Michigan s Tourism Product Worry Free Base: National Market who took a trip in the past two years Worry Free 39 36 Great roads and highways 40 46 Safe to travel anywhere in this place 40 40 Excellent climate overall 30 30 0 20 40 60 80 100 Michigan Competitors 141

Michigan s Tourism Product Sports & Recreation Base: National Market who took a trip in the past two years Sports & Recreation 45 52 Excellent fishing Great for boating/water sports Great for professional/college sports Great for sailing Good place for camping Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf 57 42 55 41 57 60 56 37 51 47 52 40 53 52 45 45 54 47 45 39 0 20 40 60 80 100 Michigan Competitors 142

Advertising Impacts on Image in the National Market

Michigan's Image Exciting Base: National Market Exciting 25 38 A fun place for vacation 27 41 A real adventure 26 40 An exciting place 21 33 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 144

Michigan's Image Family Destination Base: National Market Family Destination 28 41 Good place for families to visit 33 48 Children would especially enjoy 23 35 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 145

Michigan's Image Adult Atmosphere Base: National Market Adult Atmosphere 28 40 Good for adult vacation 35 45 Great place for a conference/convention 22 36 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 146

Michigan's Image Unique Base: National Market Unique 34 44 Beautiful fall colors 51 60 Interesting local people A unique vacation experience 31 29 41 41 Interesting customs/cultures/traditions 26 35 0 20 40 60 80 100 * Saw at least one ad Aware* Unaware 147

Michigan's Image Sightseeing Base: National Market Sightseeing 31 41 Truly beautiful scenery Beautiful gardens and parks Interesting small towns/villages Lots to see and do Interesting cities Interesting festivals/fairs/events Well-known landmarks Excellent museums/art galleries Excellent shopping Interesting architecture 44 46 34 44 34 43 34 41 31 40 28 39 28 35 25 35 25 34 24 55 0 20 40 60 80 100 Aware* Unaware 148 * Saw at least one ad

Michigan's Image Entertainment Base: National Market Entertainment 21 32 Elegant, sophisticated restaurants 24 36 Exciting nightlife/entertainment/shows 21 31 Great for theater and the arts 19 29 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 149

Michigan's Image Popular Base: National Market Popular 14 31 Popular with vacationers 20 34 Often notice advertising for this place 9 28 * Saw at least one ad 0 20 40 60 80 100 Aware Unaware 150

Michigan's Image Affordable Base: National Market Affordable 26 40 Offers a variety of dining options 31 45 Not too far away for a vacation 20 35 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 151

Michigan's Image Worry Free Base: National Market Worry Free 24 33 Great roads and highways 28 40 Safe to travel anywhere in this place 30 37 Excellent climate overall 14 23 * Saw at least one ad 0 20 40 60 80 100 Aware* Unaware 152

Michigan's Image Sports & Recreation Base: National Market Sports & Recreation 37 49 Excellent fishing Great for boating/water sports Great for professional/college sports Great for sailing Good place for camping Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf 24 44 44 41 38 47 37 48 36 48 34 44 35 42 32 40 58 57 55 52 0 20 40 60 80 100 Aware* Unaware 153 * Saw at least one ad