2013 Pure Michigan Governor's Conference on Tourism

1,356 views
1,213 views

Published on

Presented by George Zimmermann.

Published in: Travel, Sports, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,356
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2013 Pure Michigan Governor's Conference on Tourism

  1. 1. Chicago Business JournalMarch 28, 2013
  2. 2. Nashville (TN) Business JournalFebruary 13, 2013
  3. 3. Las Vegas SunApril 11, 2013
  4. 4. 2012 Michigan Hotel DataOccupancy: 56.8%, up 3% over 2011Average Daily Rate (ADR): $83.44, up 3.9%Revenue Per Available Room (RevPAR): $47.42 , up7.1%All three measures are at highest levels since 2004Source: Smith Travel Research
  5. 5. 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: 200,000Source: D.K. Shifflet & Associates
  6. 6. Visitor Spending History(in billions)$18.8$17.7Source: D.K. Shifflet & Associates
  7. 7. Visitor Spending History(in billions)$18.8$17.7$5.5$4.6Source: D.K. Shifflet & Associates
  8. 8. Visitor Spending History(in billions)$18.8$17.7$5.5$4.6$13.3 $13.1Source: D.K. Shifflet & Associates
  9. 9. Pure Michigan Results HistoryYear Trips Spend2006 698,000 $188m2007 1.26m $287m2008 1.14m $270m2009 2.11m $624m2010 2.04m $606m2011 3.20m $997mSource: Longwoods International
  10. 10. Pure Michigan Results 2012• 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• $13.7 million in out-of-state spring/summer advertising• The state made $5.76 for each dollar spent on PureMichigan spring/summer advertising in 2012Source: Longwoods International
  11. 11. Pure Michigan Results 2006 - 2012• Generated 14.2 million out-of-state trips toMichigan• Those visitors spent $4.1 billion at Michiganbusinesses• And they paid $287 million in Michigan taxeson those trips, primarily sales taxSource: Longwoods International
  12. 12. Awareness of 2010 Pure MichiganCampaignSource: Longwoods InternationalRegional Market National Market*Saw at least one ad
  13. 13. Awareness of 2011 Pure MichiganCampaignSource: Longwoods InternationalRegional Market National Market*Saw at least one ad
  14. 14. Awareness of 2012 Pure MichiganCampaignSource: Longwoods InternationalRegional Market National Market*Saw at least one ad
  15. 15. Impact of 2012 Pure Michigan Ads onState’s National Image
  16. 16. Impact of 2012 Michigan Tripson State’s National Image
  17. 17. Five Mercury Awards in 2012• Best TV Ads• Best Radio Ads• Best PR• Best Social Media• Best Partnership ProgramThere were 12 categories, no other state won more than one
  18. 18. In 2006, we created a new brandfor Michigan
  19. 19. New TV “Gone Fishing”
  20. 20. 2013Print Ad
  21. 21. 2013 Billboards
  22. 22. 2013 Chicago Bus Wrap
  23. 23. Pure Michigan 2013 BudgetThis $25 million funds:• $1.7 million regional winter buy Dec/Jan• $13 million national cable spring/summerbuy ($3 million from partners)• $4.3 million for regional spring/summer buy• $2.2 million for regional fall buy• All other marketing (PR, publications, socialmedia, web site, etc.)
  24. 24. 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 commercialsnationally March 18 through June
  25. 25. 2013 National Cable Buy
  26. 26. 2013 Advertising Partners$5.5 million from 42 partnersUp from $3.9 million in 2012,$3.1 million in 2011Five national partners: Ann Arbor,Grand Rapids, Mackinac Island,The Henry Ford, Traverse CityUp from 4 in 2012, 3 in 2011Program started in 2002, with 2 partners,$235,000 in private-sector investment
  27. 27. The Wilds ofMichiganMarquetteSault Ste MarieSt. IgnaceMackinac IslandSunrise CoastAlpenaGreat Lakes Bay RegionFrankenmuthBlue Water AreaThe Henry FordLansingDetroitHollandAnn ArborJacksonGaylordColdwater CountryColdwater CountryKalamazooGrand RapidsMuskegonBeachtownsSilver Lake Sand DunesLudingtonBig RapidsCadillacTraverse CityHarbor SpringsCharlevoixMt. PleasantMichigan Apple CommitteeMichigan Wine CouncilMichigan Ag CouncilMichigan SnowsportsIndustry AssociationFlint & GeneseeCountyStatewide PartnershipsKalamazoo Air ZooMichigan AdventureTullymore Golf ResortDepartment ofNatural ResourcesBattle CreekMount BohemiaTecumsehManistee
  28. 28. 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
  29. 29. Top Ten U.S. Advertisers 20121. P&G $2.8 billion2. Comcast $1.7 billion3. GM $1.6 billion4. AT&T $1.6 billion5. L’Oreal $1.5 billion6. Verizon $1.4 billion7. News Corp $1.3 billion8. Toyota $1.2 billion9. Berkshire Hathaway $1.2 billion10. Chrysler $1.1 billionSource: Kantar Media
  30. 30. FY’ 14 Budget ProposalGovernor Snyderproposes increasingPure Michiganpromotion budgetfrom $25 million to$29 million to boost internationalmarketing.
  31. 31. International MarketingInternational travel is booming worldwideUp 4% in 2012 to 1.035 billion trips,U.S. inbound travel up 6.2% in 2012Overseas visitors spend $4300 per trip, stay17 nights on U.S. tripsNeed to invest to capture market shareSources: World Tourism Organization, U.S. Dept. of Commerce, U.S. TravelAssociation
  32. 32. Top Ten International Markets to U.S.2012 (through Oct. 2012)1. Canada 19.5 million, up 6%2. Mexico 11.5 million, up 6%3. U.K. 3.2 million, down 2%4. Japan 3.1 million, up 14%5. Germany 1.6 million, up 3%6. Brazil 1.4 million, up 17%7. China 1.3 million, up 37%8. France 1.3 million, down 3%9. South Korea 1 million, up 8%10. Australia 900,000, up 8%Source: U.S. Dept. of Commerce
  33. 33. Canadian Visitation to MichiganMI Rank Visitors Spending(millions) (millions)2011 4 1.54 $4412010 5 1.40 $3362009 4 1.29 $2952008 4 1.42 $3012007 4 1.41 $3052006 4 1.32 $2732005 4 1.24 $2082004 4 1.14 $166Source: U.S. Dept. of Commerce
  34. 34. International MarketingCurrent 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)
  35. 35. International MarketingFY ‘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 Koreaand China– Partner with Brand USA
  36. 36. Chicago vs. Toronto• Population3.5 million 3.8 million• Distance to Michigan border70 miles 180 miles• Household income above $100k26% 33%
  37. 37. Chicago vs. Toronto
  38. 38. Great Lakes USA• Markets the Great Lakes region in Europe• Funded/managed by Travel Michigan andOhio, Illinois, Wisconsin and Minnesotatourism offices• Toby McCarrick, Executive Director,Chicago-based• Reps in UK, Germany• Yolanda Fletcher, Cellet Travel Services• TourMappers, a GLNA receptive touroperator
  39. 39. Great Lakes USA
  40. 40. Great Lakes USA
  41. 41. Great Lakes USA
  42. 42. Brand USA
  43. 43. Brand USA• 2013 Markets– Canada, UK, Germany, Japan, China,Brazil, India, Mexico, Australia• Advertising, PR, discoveramerica.com,reps in market, promotions, trade activity• Adding 30% to our Canadian media buys• Advertising in their World Guide• Exploring other opportunities
  44. 44. International Marketing Opportunities• ITB, Berlin, March• Great Lakes USA UK sales mission, April• Brand USA International Pow Wow,Las Vegas, June• 2014 Pow Wow in Chicago• Great Lakes USA German sales mission,October• World Travel Market, London, November
  45. 45. TourMappers•A receptive for Great Lakes USA•Commission based– 10% for overseas travel agent– 10% for overseas tour operator– 10% for TourMappers•Typically 14-17 day trips (Sunday night as likelyas Saturday night)•Few cancellations, booked months out•Easiest way into international market•Put your hotel & community on the map
  46. 46. Tourmappers.com
  47. 47. Tourmappers.com
  48. 48. Tourmappers.com
  49. 49. Tourmappers.com
  50. 50. Tourmappers.com
  51. 51. Tourmappers.com
  52. 52. Tourmappers.com
  53. 53. Tourmappers.comContacts:Julie Katz, Managing Directorjulie@tourmappers.comDoug Kellogg, Contractingdoug@tourmappers.com
  54. 54. New michigan.org
  55. 55. michigan.orgMost popular state tourism web site inU.S. in 2012, sixth year in a row1. michigan.org 7.1% market share2. 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%
  56. 56. 1,000,000 printed650,000 polybaggedwith March/AprilMidwest LivingNew Fall, WinterGuidesMichigan Travel Ideas
  57. 57. Pure Michigan 400Michael Finney
  58. 58. Pure Michigan 400Michael Finney
  59. 59. Pure Michigan 400Michael Finney
  60. 60. Pure Michigan 400 Sweepstakes
  61. 61. Pure Michigan 400 Sweepstakes• 75,000 entries• 50% enewsletter sign ups• Easy PR opportunities
  62. 62. 2013 MI Pace Car Sweepstakes
  63. 63. 2013 MI Pace Car Sweepstakes
  64. 64. Pure Michigan & Detroit Tigers
  65. 65. Pure Michigan & Detroit Tigers
  66. 66. Pure Michigan & Detroit Tigers
  67. 67. Pure Michigan & Detroit Grand Prix
  68. 68. Pure Michigan & Coca Cola
  69. 69. Pure Michigan & Coca Cola
  70. 70. Pure Michigan & Coca Cola
  71. 71. Pure Michigan & Coca Cola
  72. 72. Pure Michigan & Kroger
  73. 73. Pure Michigan & Kroger
  74. 74. Pure Michigan & Kroger
  75. 75. Pure Michigan & Hudsonville
  76. 76. Pure Michigan & Hudsonville
  77. 77. Pure Michigan• Coca Cola - √• Milk - √• Ice cream - √• But what about pie?
  78. 78. National Pie Day, Jan. 23
  79. 79. New Standard License Plate
  80. 80. The Tonight Show, May 15, 2012
  81. 81. New Large Special Events Fund• Goal is to help communities attract largeevents and meetings of 1500 or more• $500,000 for 2013, $1 million 2014 and beyond• For new, large, multi-state or national events• DMCVB will manage fund process, open to allareas• MEDC leads: Leslie Hornung, SVPMartinis Thompkins, Director of Events
  82. 82. It Starts with Tourism
  83. 83. The Vision of Pure Michigan“Michigan is one of America’s favorite four-season travel experiences”**Michigan Tourism Strategic Plan, 2012-2017Achieving 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
  84. 84. R.D. “Dan” Musser Jr.
  85. 85. George ZimmermannVice President for Travel MichiganMichigan Economic DevelopmentCorporationzimmermanng@michigan.org

×