2011 November Legislature

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  • Just launched new design/layout Most popular state tourism web site in U.S. in 2010, fourth year in a row 13.4 million user sessions in 2010, up 19% over 2009 6.7 million clicks-throughs, more than 18,000 per day Market share: michigan.org – 13.1% Virginia – 9.6% Colorado – 8.36% Florida – 7.72% Arkansas – 6.97% North Carolina – 5.76% Hawaii – 5.31% Texas – 4.88% South Carolina – 4.66% Minnesota – 4.28%
  • Pure michigan Blog – 221,533 visits since 1/1/2011 January – September: 12,880
  • 317,570 fans or “likes” 2,021 fans or “likes” (up from 900 in Feb.)
  • Pure michigan 18,769 followers Miadvantage 1,728
  • 2011 November Legislature

    1. 2. Travel Michigan <ul><li>A business unit of the Michigan Economic Development Corporation (MEDC) </li></ul><ul><li>The state of Michigan’s official tourism promotion agency </li></ul><ul><li>Mission: Increase leisure visitor spending in Michigan, thereby increasing business revenues, employment and tax collections </li></ul><ul><li>Primary tactics: advertising, public relations, promotions, michigan.org, enewsletters, </li></ul><ul><ul><ul><li>Michigan Travel Ideas , social media </li></ul></ul></ul>
    2. 3. In 2006, we created a new brand for Michigan
    3. 4. “ Sunrise”
    4. 5. The Henry Ford Partner Ad
    5. 6. Print
    6. 7. Billboards
    7. 8. Chicago Bus Wraps
    8. 9. Signage at State Entry Points
    9. 10. michigan.org
    10. 11. 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)
    11. 12. Pure Michigan Budget/Markets <ul><li>2005 - $5.7 million – Chicago, Indy, Cleveland </li></ul><ul><li>2006/07 - $13.2 million – add Milwaukee, Cincinnati, & Ontario, Canada </li></ul><ul><li>2008 - $17.5 million – add Columbus, Dayton & St. Louis, national golf promotion </li></ul><ul><li>2009 - $28 million – add winter, hunting, fishing, & first-ever national cable TV buy </li></ul><ul><li>2010 - $17 million – national spring/summer, but cut regional for winter, spring/summer and fall </li></ul><ul><li>2011 - $25.4 million – national spring/summer, </li></ul><ul><li>regional winter, spring/summer and fall </li></ul>
    12. 13. Final 2010 Tourism Data <ul><li>Visitor spending: $17.2 billion, up $2.1 billion (largest one-year increase ever) </li></ul><ul><ul><li>Business travel up 15.3% -- $4.5 billion </li></ul></ul><ul><ul><li>Resident leisure travel up 6.1% -- $6.3 billion </li></ul></ul><ul><ul><li>Non-resident leisure travel up 21.1% -- $6.4 billion </li></ul></ul><ul><ul><li>First time non-resident exceeded resident leisure </li></ul></ul><ul><li>152,600 tourism jobs, up 10,000 from 2009 </li></ul><ul><li>$964 million in state taxes paid by visitors, </li></ul><ul><li>up $114 million from 2009. </li></ul><ul><li>Source: D.K. Shifflett </li></ul>
    13. 14. 2011 Michigan Tourism Data (through September) <ul><li>MI hotel occupancy @ 57%, up 7.2% </li></ul><ul><li>( U.S. hotel occupancy @ 61.6%, up 4.6%) </li></ul><ul><li>MI RevPAR (revenue per available room) @ $46.17, up 10.1% (U.S. RevPAR @ $62.54, up 8.3%) </li></ul><ul><li>Source: Smith Travel Research </li></ul>
    14. 15. Pure Michigan ROI 2006-2010 <ul><li>$42 million in out-of-state spring/summer advertising </li></ul><ul><li>Motivated 7.2 million trips to Michigan </li></ul><ul><li>Those visitors spent $2 billion at Michigan businesses </li></ul><ul><li>Those visitors paid $138 million in Michigan sales tax </li></ul><ul><li>The state made $3.29 for each dollar spent on Pure Michigan spring/summer advertising </li></ul><ul><li>Source: Longwoods International </li></ul>
    15. 16. 2010 Public Relations Results <ul><li>2.9 billion impressions, up from 1.8 billion in 2009 </li></ul><ul><li>$52 million in publicity (ad value), up from $45 million in 2009 </li></ul><ul><li>Hosted 73 travel writers on three large-group fams </li></ul><ul><li>Hosted 8 international travel writers </li></ul><ul><li>7 weekly radio interviews and WJR show statewide </li></ul>
    16. 17. 2011 State of the State Address <ul><li>“ In our budget </li></ul><ul><li>recommendations, </li></ul><ul><li>we will include the </li></ul><ul><li>funding of Pure Michigan </li></ul><ul><li>at an annual rate of $25 million…..It’s </li></ul><ul><li>positive for our image and it’s a positive return </li></ul><ul><li>on our tax dollars...I ask the legislature to </li></ul><ul><li>recognize that return on investment and </li></ul><ul><li>lend its full support.” </li></ul><ul><li>Governor Rick Snyder </li></ul><ul><li>January 19, 2011 </li></ul>
    17. 18. Pure Michigan 2012 Budget <ul><li>This $25 million funds: </li></ul><ul><li>$2 million regional winter buy Jan/Feb </li></ul><ul><li>$11.5 million national cable spring/summer buy ($1.5 million from partners) </li></ul><ul><li>$7 million for regional spring/summer buy </li></ul><ul><li>$2 million for regional fall buy </li></ul><ul><li>All other marketing (PR, publications, social media, web site, production, etc.) </li></ul>
    18. 19. Travel Michigan 2011 Partners Michigan Arts & Culture Michigan Snowsports Industry Association Ann Arbor Beachtowns Big Rapids Sault Ste Marie Grand Rapids Downtown Detroit The Henry Ford Great Lakes Bay Region Bays, Beaches & Boutiques Frankenmuth Traverse City Flint/Genesee County Mackinaw City Lansing Alpena Mackinac Island Blue Water Area The Great Waters Sunrise Coast Ludington/Car Ferry Muskegon Silver Lake Sand Dunes Coldwater/Branch County Western Upper Peninsula Kalamazoo Monroe
    19. 20. Most Recent Brand Promotion                                                                           Michael Finney
    20. 21. <ul><li>Sprint Cup NASCAR race </li></ul><ul><li>Sunday, August 21, 2011 </li></ul><ul><li>Michigan International Speedway </li></ul><ul><li>Broadcast live on ESPN </li></ul><ul><li>75 million NASCAR fans nationally </li></ul><ul><li>Benefits: Title, advertising, public relations, social media, promotions, merchandise, on-site </li></ul><ul><li>More than $8 million in promotion value </li></ul>Pure Michigan 400
    21. 22. <ul><li>Pure Michigan: Beyond Travel </li></ul><ul><li>New Direction: All state marketing activities under the popular brand </li></ul>
    22. 23. <ul><li>So, how do we create this level of engagement: </li></ul><ul><li>Advertising and public relations drives general regional and national awareness </li></ul><ul><li>Strategic event sponsorships, trade shows, partnerships reach a segmented audience </li></ul><ul><li>Business Development efforts support economic gardening model through individual meetings </li></ul><ul><li>Digital marketing and social media outreach allows for quick dissemination of information and allows 2-way dialogue to a self-identified audience </li></ul><ul><li>Integrated place-based branding </li></ul>
    23. 24. Michigan.org and MichiganAdvantage.org
    24. 25. Blog sites
    25. 26. Interactive Marketing
    26. 28. Tactics to increase traffic and visitors
    27. 29. YouTube
    28. 30. Flickr
    29. 31. Facebook
    30. 32. Twitter
    31. 33. <ul><li>ICC Marketing and Communication Subcommittee: </li></ul><ul><li>State of Michigan Shared Assets: </li></ul><ul><li>Identify and maintain a State of Michigan agency asset inventory </li></ul><ul><li>Identify short and long term projects for collaboration </li></ul><ul><ul><li>.govdelivery </li></ul></ul><ul><ul><li>Regonline </li></ul></ul><ul><ul><li>Co-branding, advertising and marketing </li></ul></ul><ul><ul><li>.gov site </li></ul></ul><ul><ul><li>Merchandising </li></ul></ul><ul><ul><li>“ Buy Michigan” </li></ul></ul><ul><li>Best practices - educate and inform each other </li></ul><ul><li>Shared Resources and Staff </li></ul>
    32. 34. <ul><li>ICC Marketing and Communication Subcommittee: </li></ul><ul><li>5 Year Goals: </li></ul><ul><li>Pure Michigan is the recognized brand for the State of Michigan </li></ul><ul><li>Integrated marketing efforts within the state agencies, business and tourism partners </li></ul><ul><li>Intentional partners with similar marketing goals and efforts </li></ul><ul><li>Economic Gardening success focused on the promotion of MI-based products and services </li></ul>
    33. 36. 1/2
    34. 37. 2/2
    35. 38. Pure Michigan Do-It-Yourself Marketing Kit
    36. 39. Why Michigan? [play video]
    37. 40. Elizabeth Parkinson Senior Vice President Marketing and Communications Michigan Economic Development Corporation [email_address] (517) 373-6217 Presentation available at: http:www.slideshare.net/Miadvantage/2011-november-legislature

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