Pure Michigan needs an app!

1. Digital Strategy Presentation
By: Kelli Cortopassi

2. What is Pure Michigan?
Pure Michigan began as an advertising campaign which launched 2008 by
Michigan.com
Pure Michigan’s mission is to market the state as an ultimate travel and tourism
destination, it’s not just another boring midwest state

3. Target Audience
● All ages
● Families
● Individuals
● Adventure Seekers
● Travel Enthusiasts
● Explorers
● Foodies

4. Current Digital Strategy
● Facebook
● Instagram
● Twitter
● Flickr
● Youtube
● Google +
● Pinterest
Pure Michigan encourages travelers to take photos and post them using the
popular #PureMichigan hashtag

5. What’s Next?
Pure Michigan needs an App!
By 2019, 90% of all mobile traffic will come from cloud apps
Mobile apps give brands the opportunity to:
Increase
overall
awareness
Further
reach
Audience
Strengthen
Communications
Between brand
and audience
Become
More
Efficient

6. Partnerships
Potential Partnerships through the app
● Restaurants
● Breweries
● Wineries
● Hotels
● Fairs/Festivals
● Events
● Transportation Services

7. Trip Agendas
Itinerary Planning Tools Based on:
● Budget
● Interests
● Location
Users Would:
● Select Destinations
● Make Reservations
● Book and Pay for events

8. Hot Spots
Location and GPS Service
● Restaurants
● Attractions
● Events
● Lodging
Opportunity for communication
Users Could:
● post reviews & comments about specific destinations
● post photos and videos of their experiences

9. One Stop Shop
Incorporate Social Media Accounts
● Update in real-time
● Audience isn’t missing anything
● Strengthen brand/community relationship

10. Key Performance Indicators
Pure Michigan isn’t an Ecommerce site
So how will you know if the app is effective?
● Monitor busy travel seasons
● Hospitality sales
○ Hotels
○ Restaurants
○ Bars
○ Arts & Recreation