Elizabeth Parkinson Senior Vice President

Marketing & CommunicationsMichigan Economic Development

CorporationMay 9, 2012

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”

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

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

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

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.)

2012 National Cable Buy

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

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

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

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

Awareness of 2010 Pure Michigan Campaign

Source: Longwoods International

Regional Market National Market

*Saw at least one ad

Awareness of 2011 Pure Michigan Campaign

Source: Longwoods International

Regional Market National Market

*Saw at least one ad

2011 vs. 2010 Michigan’s National Image

Source: Longwoods International

* Visited in past two years

2011 National Product Delivery vs. Image

Source: Longwoods International

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

michigan.org

Most popular state tourism web site in U.S. in 2011, fifth year in a row1. 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

1,000,000 printed

650,000 polybagged

with March/April

Midwest Living

Zinio edition online

Michigan Travel Ideas

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

NASCAR Brand Promotion on ESPN

                                                                        

Michael Finney

• 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

Inaugural Pure Michigan 400

Pure Michigan Brand Expansion

Pure Michigan Brand Expansion

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

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 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

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

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 away at Pure Michigan 400•No. 6 Pure Michigan Ford Mustang in the Nationwide Series Race at Texas Motor Speedway in Ft. Worth

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.