2011 november legislature
TRANSCRIPT
Travel Michigan• A business unit of the Michigan Economic Development Corporation (MEDC)
• The state of Michigan’s official tourism promotion agency
• Mission: Increase leisure visitor spending in Michigan, thereby increasing business revenues, employment and tax collections
• Primary tactics: advertising, public relations, promotions, michigan.org, enewsletters,Michigan Travel Ideas, social media
In 2006, we created a new brand for Michigan
“Sunrise”
The Henry Ford Partner Ad
Billboards
Chicago Bus Wraps
Signage at State Entry Points
michigan.org
Forbes (2009): All-time Ten Best Tourism Promotion Campaigns
1. Las Vegas (“what happens here, stays here”) 2. Incredible India 3. New Zealand 4. Australia (Paul Hogan, 1980s) 5. Jamaica 6. Pure Michigan 7. Alaska (B4UDIE billboards, 2005) 8. Canada 9. Oregon10. Virginia (is for Lovers)
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
Final 2010 Tourism Data
• Visitor spending: $17.2 billion, up $2.1 billion (largest 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
2011 Michigan Tourism Data(through September)
• MI hotel occupancy @ 57%, up 7.2% (U.S. hotel occupancy @ 61.6%, up 4.6%)
• MI RevPAR (revenue per available room) @ $46.17, up 10.1% (U.S. RevPAR @ $62.54, up 8.3%)
Source: Smith Travel Research
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
2010 Public Relations Results
• 2.9 billion impressions, up from 1.8 billion in 2009
• $52 million in publicity (ad value), up from $45 million in 2009
• Hosted 73 travel writers on three large-group fams
• Hosted 8 international travel writers• 7 weekly radio interviews and WJR show
statewide
2011 State of the State Address“In our budget
recommendations,
we will include the
funding of Pure Michigan
at an annual rate of $25 million…..It’s
positive for our image and it’s a positive return
on our tax dollars...I ask the legislature to
recognize that return on investment and
lend its full support.”
Governor Rick Snyder
January 19, 2011
Pure Michigan 2012 Budget
This $25 million funds:
• $2 million regional winter buy Jan/Feb
• $11.5 million national cable spring/summer buy ($1.5 million from partners)
• $7 million for regional spring/summer buy
• $2 million for regional fall buy
• All other marketing (PR, publications, social media, web site, production, etc.)
Travel Michigan 2011 Partners
Ann Arbor
Beachtowns
Big Rapids
Sault Ste Marie
Grand Rapids Downtown
Detroit
The Henry Ford
Great Lakes Bay Region
Bays, Beaches & Boutiques
Frankenmuth
Traverse City
Flint/Genesee County
Mackinaw City
Lansing
Alpena
Mackinac Island
Blue Water Area
The Great Waters
Sunrise Coast
Ludington/Car Ferry
Muskegon
Silver Lake Sand Dunes
Coldwater/Branch County
Western Upper Peninsula
Kalamazoo
Monroe
Michigan Arts & Culture
Michigan Snowsports Industry Association
Most Recent Brand Promotion
Michael Finney
• Sprint Cup NASCAR race • Sunday, August 21, 2011• Michigan International Speedway• Broadcast live on ESPN• 75 million NASCAR fans nationally• Benefits: Title, advertising, public
relations, social media, promotions, merchandise, on-site
• More than $8 million in promotion value
Pure Michigan 400
Pure Michigan: Beyond TravelNew Direction: All state marketing activities under the popular brand
So, how do we create this level of engagement:
Advertising and public relations drives general regional and national awareness
Strategic event sponsorships, trade shows, partnerships reach a segmented audience
Business Development efforts support economic gardening model through individual meetings
Digital marketing and social media outreach allows for quick dissemination of information and allows 2-way dialogue to a self-identified audience
Integrated place-based branding
Michigan.org and MichiganAdvantage.org
Blog sites
Interactive Marketing
Tactics to increase traffic and visitors
YouTube
Flickr
ICC Marketing and Communication Subcommittee:
State of Michigan Shared Assets:Identify and maintain a State of Michigan agency asset inventory
Identify short and long term projects for collaboration• .govdelivery• Regonline• Co-branding, advertising and marketing• .gov site• Merchandising• “Buy Michigan”
Best practices - educate and inform each other
Shared Resources and Staff
ICC Marketing and Communication Subcommittee:
5 Year Goals:
Pure Michigan is the recognized brand for the State of Michigan
Integrated marketing efforts within the state agencies, business and tourism partners
Intentional partners with similar marketing goals and efforts
Economic Gardening success focused on the promotion of MI-based products and services
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Pure Michigan Do-It-Yourself Marketing Kit
Why Michigan?
[play video]
Elizabeth ParkinsonSenior Vice President
Marketing and CommunicationsMichigan Economic Development
(517) 373-6217
Presentation available at: http:www.slideshare.net/Miadvantage/2011-november-legislature