Pure Michigan Governor's Conference on Tourism 2012

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Presented by George Zimmermann.

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Pure Michigan Governor's Conference on Tourism 2012

  1. 1. Three Important Events in 2006 1. Travel Michigan, MSU and MLTA combine conferences 2. First Michigan Tourism Strategic Plan underway 3. Pure Michigan launches
  2. 2. Travel Michigan, MSU and MLTA Combine Conferences in 2006 Three small, 50-300 attendee events decide to join forces Today 900+ attendees, biggest ever (our goal: 1000 attendees) Conference Planning Committee (TM, MSU, MLTA, MACVB,TC, WMTA)
  3. 3. Michigan Tourism Strategic Plan Underway in 2006MSU’s Don Holecek “nudges” industry to commit to and fund first such planHundreds participate in processResult: 2007-2011 Michigan Tourism Strategic PlanTravel Commission leads on implementation2012-2017 plan flows from first plan
  4. 4. In 2006, we created a new brand for Michigan
  5. 5. Pure Michigan Launch in 2006Spring sprint to May launch with McCann EricksonInitially only in Milwaukee, Cincinnati and Ontario, CanadaStarted with just one TV commercial: “Water”
  6. 6. Pure Michigan Budget/Markets• 2005 - $5.7 million – Chicago, Indy, Cleveland• 2006/07 - $13.2 million – add Milwaukee, Cincinnati, & Ontario, Canada• 2008 - $17.5 million – add Columbus, Dayton & St. Louis, national golf promotion• 2009 - $28 million – add winter, hunting, fishing, & first-ever national cable TV buy• 2010 - $17 million – national spring/summer, but cut regional for winter, spring/summer and fall• 2011 - $25.4 million – national spring/summer, regional winter, spring/summer and fall
  7. 7. Pure Michigan ROI 2006-2010• $42 million in out-of-state spring/summer advertising• Motivated 7.2 million trips to Michigan• Those visitors spent $2 billion at Michigan businesses• Those visitors paid $138 million in Michigan sales tax• The state made $3.29 for each dollar spent on Pure Michigan spring/summer advertisingSource: Longwoods International
  8. 8. Pure Michigan 2012 BudgetThis $25 million funds:• $1.7 million regional winter buy Dec/Jan• $12 million national cable spring/summer buy ($2 million from partners)• $3.6 million for regional spring/summer buy• $1.7 million for regional fall buy• Other marketing (publications, production, fulfillment, fees, etc.)
  9. 9. 2012 National Cable Buy
  10. 10. 2012 National Cable Buy• $12 million national cable TV buy, biggest ever (including $500,000 each from Ann Arbor, Mackinac Island, The Henry Ford, Traverse City)• 5000 airings of Pure Michigan TV commercials nationally March 19 through June• A&E, ABC Family, Animal Planet, Bravo, CMT, CNN, Cooking Channel, ESPN, E!, Food Network, Fox, Golf Channel, HGTV, Lifetime, Lifetime Movie, MSNBC, Nick at Nite, OWN, Oxygen, Style, TLC, Travel Channel, USA, WE, Weather Channel
  11. 11. Pure Michigan Budget vs. Other States (2012)1. Hawaii -- $75 million2. California -- $61 million3. Illinois -- $55 million4. Florida -- $38 million5. Texas -- $36 million6. Michigan -- $25 millionAvg. state tourism budget $14.5 millionSource: U.S. Travel Association
  12. 12. Top Ten U.S. Advertisers 20111. P&G $2.9 billion2. AT&T $1.9 billion3. GM $1.8 billion4. Verizon $1.6 billion5. Comcast $1.6 billion6. L’Oreal $1.3 billion7. Time Warner $1.3 billion8. Pfizer $1.2 billion9. Chrysler $1.2 billion10. News Corp $1.2 billionSource: Kantar Media
  13. 13. Final 2010 Tourism Data• Visitor spending: $17.2 billion, up $2.1 billion biggest one-year increase ever! • Business travel up 15.3% -- $4.5 billion • Resident leisure travel up 6.1% -- $6.3 billion • Non-resident leisure travel up 21.1% -- $6.4 billion • First time non-resident exceeded resident leisure• 152,600 tourism jobs, up 10,000 from 2009• $964 million in state taxes paid by visitors, up $114 million from 2009.Source: D.K. Shifflett
  14. 14. 2010 Leisure Visitor Spending 2010 Leisure Visitor Spending (in billions) (in billions) 1) Florida $57.7 2) California $57.5 3) Texas $28.1 4) Nevada $25.4 5) New York $22.26) Pennsylvania $16.9 7) Ohio $15.8 8) N. Carolina $15.4 9) Illinois $14.7 10) Arizona $13.5 14) Michigan $12.7 Source: D.K. Shifflett
  15. 15. Awareness of 2010 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
  16. 16. Awareness of 2011 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
  17. 17. 2011 Michigan Tourism Data• MI hotel occupancy @ 55.3%, up 6.9% (U.S. hotel occupancy @ 60.1%, up 4.4%)• MI RevPAR @ $44.52, up 10% (U.S. RevPAR @ $61.06, up 8.2%)Source: Smith Travel Research
  18. 18. Impact of 2011 Pure Michigan Ads on State’s National Image* Saw at least one ad Source: Longwoods International
  19. 19. 2011 vs. 2010 Michigan’s National Image Source: Longwoods International
  20. 20. 2011 National Product Delivery vs. Image * Visited in past two years Source: Longwoods International
  21. 21. 2012 Advertising Partners$3.9 million from 42 private-sector partners,up from $3.1 million from 28 partners in 2011Four national partners, up from 3 in 2011(Ann Arbor, Mackinac Island, Traverse City,The Henry Ford)Separate campaign strategy/creative for eachProgram started in 2002, with 2 partners &$235,000 in private-sector investment
  22. 22. The Wilds of Michigan Marquette The Great Waters Sault Ste Marie St. IgnaceStatewide Partnerships Harbor Springs Mackinac Island Michigan Snowsports Charlevoix Alpena Industry Association Thunder Bay Resort Michigan Apple Traverse City Committee Gaylord CadillacMichigan Wine Council Silver Lake Sand Dunes Sunrise Coast Michigan Ag Council Ludington Great Lakes Bay Region Tullymore Golf Resort Frankenmuth Big Rapids Blue Water Area Muskegon Michigan Adventure Flint & Genesee Mt. Pleasant County Beachtowns Lansing Grand Rapids Detroit Kalamazoo Ann Arbor Kalamazoo Air Zoo The Henry Ford Coldwater Country Jackson Monroe
  23. 23. michigan.orgMost popular state tourism web site in U.S.in 2011, fifth year in a row1. michigan.org 8,646,540 web visits2. Arkansas 5,971,4273. Virginia 5,408,2234. Florida 5,313,5525. Hawaii 4,764,5136. Colorado 4,480,7707. Texas 4,391,0598. North Carolina 3,957,6679. Utah 3,360,181Source: Experian Hitwise
  24. 24. Michigan Travel Ideas1,000,000 printed650,000 polybaggedwith March/AprilMidwest LivingZinio edition online
  25. 25. The Brand Goal
  26. 26. Consumer enewsletter
  27. 27. Pure Michigan blog
  28. 28. Pure Michigan YouTube Channel
  29. 29. Pure Michigan on flickr
  30. 30. twitter.com/puremichigan
  31. 31. facebook.com/puremichigan.org
  32. 32. Pure Michigan store
  33. 33. Michael Finney NASCAR Brand Promotion on ESPN
  34. 34. Inaugural Pure Michigan 400• Sprint Cup NASCAR race August 21, 2011• Pure Michigan title sponsorship• 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.)• Renewed for 2012-14
  35. 35. Pure Michigan Brand Expansion
  36. 36. Pure Michigan Brand Expansion
  37. 37. “Mitten Envy”
  38. 38. “Mitten Envy”
  39. 39. “Mitten Envy”“There has been a lot of national excitement surrounding the debate over whether Wisconsin or Michigan looks more like a mitten,” Governor Scott Walker said. “Our Pure Michigan friends have agreed to join us in taking all of this attention and turning it into something positive.” Wisconsin Governor’s Office, December 13, 2011
  40. 40. Announce New Brand Partnership
  41. 41. 2012 Coca Cola Partnership• 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
  42. 42. 2012 Coca Cola Partnership
  43. 43. 2012 Coca Cola Partnership
  44. 44. 2012 Coca Cola Partnership
  45. 45. 2012 Coca Cola PartnershipWelcome our new partners:Matt Barribeau, Market Unit VP, MichiganMark Krause, Sales Director, MichiganKatelyn Jackson, Public Affairs & CommunicationCoca Cola has 3 manufacturing facilities, 8 distribution centers, 2300 employees in MI
  46. 46. 2010 Leisure Visitor Spending 2010 Leisure Visitor Spending (in billions) (in billions) 1) Florida $57.7 2) California $57.5 3) Texas $28.1 4) Nevada $25.4 5) New York $22.26) Pennsylvania $16.9 7) Ohio $15.8 8) N. Carolina $15.4 9) Illinois $14.7 10) Arizona $13.5 14) Michigan $12.7 Source: D.K. Shifflett
  47. 47. Pure Michigan: 2006, 2012, 2017 We are at the beginning of a journey….. What can we achieve? A top U.S. travel destination? A major international travel destination? A reputation as America’s perfect summer destination?
  48. 48. Pure Michigan: 2006, 2012, 2017 Achieving these would 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
  49. 49. MEDC/Travel Michigan Breakouts2:15 pm – Selling Internationally Dave Lorenz, George Zimmermann3:15 pm – Plug into Travel Michigan’s PR Michelle Begnoche, Erin Burden, Jacquie Goetz3:15 pm – Expanding the Pure Michigan Brand Elizabeth Parkinson, Kelly Wolgamott4:15 pm – Inspiring Tourism through Social Media Chad Wiebesick, Shaun Aukland4:15 pm – Funding Tourism Development Paul Brown, Jon NunnTrade Show – how to update your info on michigan.org Carol Royce, Bonnie Fink
  50. 50. George ZimmermannVice President for Travel MichiganMichigan Economic Development Corporation zimmermanng@michigan.org

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