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MMA

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  1. MMA

  2. In 2006, we created a new brand for Michigan

  3. One Question “Why would I go to Michigan when I can do all those things right here?”

  4. One Observation “Michigan is like Alaska, only closer.”

  5. Our Goal

  6. The Vision of Pure Michigan “Michigan is one of America’s favorite four-season travel experiences”* *Michigan Tourism Strategic Plan, 2012-2017 Achieving this vision will mean: • Millions of new visitors to the state • Billions more spent at Michigan businesses • Tens of thousands of new jobs statewide • Tens of millions in new state tax collections

  7. AbundantNatural Beauty AuthenticDestinations Unique Experiences Michigan is a state blessed with the riches of unspoiled nature: The world’s longest freshwater coastline, lakes that feel like oceans, shimmering beaches, forests bursting with autumn color, miles and miles of cherry orchards, glorious sunrises and sunsets, daytime skies of the deepest blue, nighttime skies scattered with stars. Michigan is alive with the kind of places that reveal special meaning: Motown’s Hitsville USA building, our lighthouses, our beachtowns, Mackinac Island, Greenfield Village and so much more. These places remind us of the deep values that define our essential human nature . . . and can only be found in Michigan. Michigan offers guests a near infinite array of moments that live forever in memory (like seeing sunrise over Mackinac bridge, feeling the full power of the Diego Rivera murals, giving yourself up to the awe of our northern coastline). People are drawn to Michigan because it moves them in ways that everyday life cannot. Majestic Mythic Magical Travel Michigan:Pure Michigan Brand Footprint Pure Michigan Means . . . Pure Michigan Is . . .

  8. Public/Media Relations • WJR Radio • Weekly Radio Network • Major market TV (Chicago, Cleveland, Detroit) • National PR efforts • FAM Tours

  9. 2013Print Ad

  10. 2013 Billboards

  11. 2013 Chicago Bus Wrap

  12. Hunting/Fishing on Outdoorhub.com

  13. 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 from partners) • $6.8 million for regional spring/summer buy • ($2.5 million from partners) • $2.2 million for regional fall buy • All other marketing (PR, publications, social media, web site, etc.)

  14. 2013 National Cable Buy • First-ever national tourism advertising for Michigan was in 2009, a $10 million cable TV buy • In 2013, $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

  15. 2013 National Cable Buy

  16. 2013 Advertising Partners • $5.5 million from 43 partners Up from $3.9 million in 2012, • -- Five national partners: Ann Arbor Grand Rapids Mackinac Island Traverse City The Henry Ford -- Program started in 2002, with 2 partners, $235,000 in private-sector investment -- Dollar-for-dollar matching program

  17. Silver Lake Sand Dunes Muskegon Ludington Coldwater Country Mackinac Island Great Lakes Bay Region Big Rapids Sunrise Coast Blue Water Area Beachtowns Detroit Grand Rapids The Henry Ford The Wilds of Michigan Mount Bohemia Marquette Sault Ste Marie St. Ignace Statewide Partnerships Harbor Springs Charlevoix Alpena Michigan Snowsports Industry Association Gaylord Traverse City Michigan Apple Committee Manistee Cadillac Michigan Wine Council Mt. Pleasant Michigan Ag Council Frankenmuth Department of Natural Resources Tullymore Golf Resort Flint & Genesee County Michigan Adventure Battle Creek Lansing Kalamazoo Ann Arbor Kalamazoo Air Zoo Holland Tecumseh Jackson

  18. Michael Finney Pure Michigan 400

  19. Pure Michigan & Detroit Tigers

  20. Pure Michigan & Detroit Grand Prix

  21. Pure Michigan & Coca Cola

  22. Pure Michigan & Kroger

  23. New Standard License Plate

  24. Pure Michigan Results 2012 • Total Visitor Spending: $18 billion • Business Travel: $4.7 billion • Leisure Travel: $13 billion • Jobs Supported: 200,000 • $13.7 million in out-of-state spring/summer advertising • Motivated 3.8 million trips to Michigan • 2.3 million from the region (IL, IN, OH, WI, MO, Ontario) • 1.5 million from outside the region • Those visitors spent $1.1 billion at Michigan businesses • Those visitors paid $79 million in Michigan sales tax • The state made $5.76 for each dollar spent on Pure Michigan spring/summer advertising in 2012 • Source: D.K. Shifflet & Associatesand Longwoods International

  25. Awareness of 2010 Pure Michigan Campaign National Market Regional Market *Saw at least one ad Source: Longwoods International

  26. Awareness of 2012 Pure Michigan Campaign National Market Regional Market *Saw at least one ad Source: Longwoods International

  27. Chicago Business Journal March 28, 2013

  28. 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)

  29. 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

  30. International Marketing International travel is booming worldwide Up 4% in 2012 to 1.035 billion trips U.S. inbound travel up 6.2% in 2012 Need to invest to capture market share Sources: World Tourism Organization, U.S. Dept. of Commerce

  31. Logo Request

  32. michigan.org Stats • Most visited state tourism web site in U.S. • 2007 – 2012 according to Hitwise • 7.10% market share • 2nd – Florida @ 6.15% • 8.8 million sessions in 2012 • 558,000 facebook Fans • 69,000 Tweeter Followers

  33. Get Involved / Get Connected • Get into michigan.org database - FREE • Property info / Image & link • Events – info & link • Specials/deals/packages • Videos (newest feature) • 2-5 minutes • Posted on You Tube first Use Links on bottom right of michigan.org Assistance & Videos Marilyn Schneider (517) 241-2605schneiderm1@michigan.org Carol Royse (517) 373-3848 roysec@michigan.org

  34. Getting Involved • Logo use • http://www.michiganadvantage.org/Logo-Request • Michigan Travel Ideas 2014 & 2015 Advertising Opportunities • Spring/Summer, Fall & winter Contact: Robin Peebles(517) 373-7462 peeblesr@michigan.org • Monthly Online Featured Deals • 290,000 monthly subscribers • Goes out 1st week each month Contact: Dave Serino (810)360-0170 daves@thinksocialmedia.com

  35. Getting Involved • Social Media Campaigns Facebook/Twitter/Guest Blog Contact: Chad Wiebesick, (517) 335-1083wiebesickc@michigan.org • Partnerships with Travel MI Contact : Ken Yarsevich (517) 335-4383 yarsevichk@michgan.org

  36. MMA