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Elizabeth Parkinson      Senior Vice President Marketing & CommunicationsMichigan Economic Development          Corporatio...
Pure Michigan Launch in                 2006Spring sprint to May launch with McCann    EricksonInitially only in Milwaukee...
Pure Michigan Budget/Markets• 2005 - $5.7 million – Chicago, Indy, Cleveland• 2006/07 - $13.2 million – add Milwaukee,Cinc...
Pure Michigan ROI 2006-2010• $42 million in out-of-state spring/summer advertising• Motivated 7.2 million trips to Michiga...
Pure Michigan ROI 2011•    $14.2 million in out-of-state spring/summer        advertising•Motivated 3.2 million trips to M...
Pure Michigan 2012 BudgetThis $25 million funds:• $1.7 million regional winter buy Dec/Jan• $12 million national cable spr...
2012 National Cable Buy
2012 National Cable Buy•   $12 million national cable TV buy, biggest ever    (including $500,000 each from Ann Arbor,    ...
Pure Michigan Budget vs. Other States               (2012)1. Hawaii -- $75 million2. California -- $61 million3. Illinois ...
Top Ten U.S. Advertisers 20111.    P&G              $2.9 billion2.    AT&T             $1.9 billion3.    GM               ...
2010 Tourism Data• Visitor spending: $17.2 billion, up $2.1 billionbiggest one-year increase ever!    • Business travel up...
Awareness of 2010 Pure Michigan          Campaign Regional Market        National Market *Saw at least one ad   Source: Lo...
Awareness of 2011 Pure Michigan          Campaign Regional Market        National Market *Saw at least one ad   Source: Lo...
2011 vs. 2010 Michigan’s National Image                        Source: Longwoods International
2011 National Product Delivery vs. Image         * Visited in past two years   Source: Longwoods International
2012 Advertising Partners$3.9 million from 42 private-sector partners,up from $3.1 million from 28 partners in 2011Four na...
michigan.orgMost popular state tourism web site in U.S.in 2011, fifth year in a row1.    michigan.org         8,646,540 we...
Michigan Travel Ideas1,000,000 printed650,000 polybaggedwith March/AprilMidwest LivingZinio edition online
The Brand Goal
Consumer enewsletter
Pure Michigan blog
Pure Michigan YouTube Channel
Pure Michigan on flickr
twitter.com/puremichigan
facebook.com/puremichigan.org
Pure Michigan store
Michael FinneyNASCAR Brand Promotion on ESPN
Inaugural Pure Michigan 400• Sprint Cup NASCAR race August 21, 2011• Pure Michigan title sponsorship• Michigan Internation...
Pure Michigan Brand    Expansion
Pure Michigan Brand    Expansion
National Business Campaign• Quality of life• Retain and Attract   – Talent: mitalent.org   – Business• Targeting business ...
National Business Campaign
National Business Campaign
Logo Usage/Partnerships• Brand guidelines
Partnerships
“Mitten Envy”
“Mitten Envy”“There has been a lot of national  excitement surrounding the  debate over whether Wisconsin or  Michigan loo...
2012 Coca Cola Partnership• National  – 4 Pure Michigan Vacation    Sweepstakes  – Promoted on mycokerewards.com  – 17 mil...
2012 Coca Cola Partnership
2012 Coca Cola Partnership
New Sponsorships in 2012Win a Pure Michigan 400 Roush Mustang!•Over 20,000 entries since April 12th launch•Will be given a...
Detroit Tigers and Pure                Michigan•   Light tower in right field at    Comerica Park.•   On the dugout bench ...
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American Marketing Association - Pure Michigan

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Elizabeth Parkinson, Senior Vice President of Marketing and Communications, gave this presentation in Cleveland, Ohio to the American Marketing Association. Learn the history of the Pure Michigan campaign, discover how it has evolved, and see data on its success.

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  • Transcript of "American Marketing Association - Pure Michigan"

    1. 1. Elizabeth Parkinson Senior Vice President Marketing & CommunicationsMichigan Economic Development Corporation May 9, 2012
    2. 2. Pure Michigan Launch in 2006Spring sprint to May launch with McCann EricksonInitially only in Milwaukee, Cincinnati and Ontario, CanadaStarted with just one TV commercial: “Sunrise”
    3. 3. 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
    4. 4. 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
    5. 5. Pure Michigan ROI 2011• $14.2 million in out-of-state spring/summer advertising•Motivated 3.2 million trips to Michigan(1.2 million from Great Lakes region/900,000 from beyond region in 2010)(2 million from Great Lakes region/1.2 million from beyond region in 2011)•Visitors spent $1 billion at Michigan businesses•Visitors paid $70 million in Michigan sales tax•The state made $4.90 for each dollar spent on Pure Michigan spring/summeradvertising•Source: Longwoods International
    6. 6. Pure Michigan 2012 BudgetThis $25 million funds:• $1.7 million regional winter buy Dec/Jan• $12 million national cable spring/summerbuy ($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.)
    7. 7. 2012 National Cable Buy
    8. 8. 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
    9. 9. 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 million41st Ohio -- $5.4 million in 2010/2011Avg. state tourism budget $14.5 millionSource: U.S. Travel Association
    10. 10. 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
    11. 11. 2010 Tourism Data• Visitor spending: $17.2 billion, up $2.1 billionbiggest 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
    12. 12. Awareness of 2010 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
    13. 13. Awareness of 2011 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
    14. 14. 2011 vs. 2010 Michigan’s National Image Source: Longwoods International
    15. 15. 2011 National Product Delivery vs. Image * Visited in past two years Source: Longwoods International
    16. 16. 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
    17. 17. 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
    18. 18. Michigan Travel Ideas1,000,000 printed650,000 polybaggedwith March/AprilMidwest LivingZinio edition online
    19. 19. The Brand Goal
    20. 20. Consumer enewsletter
    21. 21. Pure Michigan blog
    22. 22. Pure Michigan YouTube Channel
    23. 23. Pure Michigan on flickr
    24. 24. twitter.com/puremichigan
    25. 25. facebook.com/puremichigan.org
    26. 26. Pure Michigan store
    27. 27. Michael FinneyNASCAR Brand Promotion on ESPN
    28. 28. 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
    29. 29. Pure Michigan Brand Expansion
    30. 30. Pure Michigan Brand Expansion
    31. 31. National Business Campaign• Quality of life• Retain and Attract – Talent: mitalent.org – Business• Targeting business principles and agents to change perceptions about Michigan and get Michigan on their consideration list – Custom digital sponsorships of existing properties with proven traffic – Print extensions complementing digital and/or relevant edit – Targeted channel banners within business news
    32. 32. National Business Campaign
    33. 33. National Business Campaign
    34. 34. Logo Usage/Partnerships• Brand guidelines
    35. 35. Partnerships
    36. 36. “Mitten Envy”
    37. 37. “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
    38. 38. 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
    39. 39. 2012 Coca Cola Partnership
    40. 40. 2012 Coca Cola Partnership
    41. 41. New Sponsorships in 2012Win a Pure Michigan 400 Roush Mustang!•Over 20,000 entries since April 12th launch•Will be given away at Pure Michigan 400•No. 6 Pure Michigan Ford Mustang in theNationwide Series Race at Texas Motor Speedway inFt. Worth
    42. 42. Detroit Tigers and Pure Michigan• Light tower in right field at Comerica Park.• On the dugout bench backs and railings.• Behind home plate as part of the diamond view rotation.• Television commercials running during Tigers games in select out- of-state markets.
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