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.

1. Elizabeth Parkinson
Senior Vice President
Marketing & Communications
Michigan Economic Development
Corporation
May 9, 2012

2. Pure Michigan Launch in
2006
Spring sprint to May launch with McCann
Erickson
Initially only in Milwaukee, Cincinnati and
Ontario, Canada
Started with just one TV commercial:
“Sunrise”

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. 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 advertising
Source: Longwoods International

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/summer
advertising
•Source: Longwoods International

6. Pure Michigan 2012 Budget
This $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.)

7. 2012 National Cable Buy

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. Pure Michigan Budget vs. Other States
(2012)
1. Hawaii -- $75 million
2. California -- $61 million
3. Illinois -- $55 million
4. Florida -- $38 million
5. Texas -- $36 million
6. Michigan -- $25 million
41st Ohio -- $5.4 million in 2010/2011
Avg. state tourism budget $14.5 million
Source: U.S. Travel Association

10. Top Ten U.S. Advertisers 2011
1. P&G $2.9 billion
2. AT&T $1.9 billion
3. GM $1.8 billion
4. Verizon $1.6 billion
5. Comcast $1.6 billion
6. L’Oreal $1.3 billion
7. Time Warner $1.3 billion
8. Pfizer $1.2 billion
9. Chrysler $1.2 billion
10. News Corp $1.2 billion
Source: Kantar Media

11. 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

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

13. Awareness of 2011 Pure Michigan
Campaign
Regional Market National Market
*Saw at least one ad Source: Longwoods International

14. 2011 vs. 2010 Michigan’s National Image
Source: Longwoods International

15. 2011 National Product Delivery vs. Image
* Visited in past two years Source: Longwoods International

16. 2012 Advertising Partners
$3.9 million from 42 private-sector partners,
up from $3.1 million from 28 partners in 2011
Four national partners, up from 3 in 2011
(Ann Arbor, Mackinac Island, Traverse City,
The Henry Ford)
Separate campaign strategy/creative for each
Program started in 2002, with 2 partners &
$235,000 in private-sector investment

17. michigan.org
Most popular state tourism web site in U.S.
in 2011, fifth year in a row
1. michigan.org 8,646,540 web visits
2. Arkansas 5,971,427
3. Virginia 5,408,223
4. Florida 5,313,552
5. Hawaii 4,764,513
6. Colorado 4,480,770
7. Texas 4,391,059
8. North Carolina 3,957,667
9. Utah 3,360,181
Source: Experian Hitwise

18. Michigan Travel Ideas
1,000,000 printed
650,000 polybagged
with March/April
Midwest Living
Zinio edition online

19. The Brand Goal

20. Consumer enewsletter

21. Pure Michigan blog

22. Pure Michigan YouTube Channel

23. Pure Michigan on flickr

24. twitter.com/puremichigan

25. facebook.com/puremichigan.org

26. Pure Michigan store

27. Michael Finney
NASCAR Brand Promotion on ESPN

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. Pure Michigan Brand
Expansion

30. Pure Michigan Brand
Expansion

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. National Business Campaign

33. National Business Campaign

34. Logo Usage/Partnerships
• Brand guidelines

35. Partnerships

36. “Mitten Envy”

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. 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. 2012 Coca Cola Partnership

40. 2012 Coca Cola Partnership

41. New Sponsorships in 2012
Win 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 the
Nationwide Series Race at Texas Motor Speedway in
Ft. Worth

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.