Post on 31-Dec-2015
description
PowerPoint Presentation
Wineries vary in how they see their relationship to tourism
Seize opportunities with your states travel bureau
Develop long term relationships with travel staff
Deliver on the Promise
Use data effectively to highlight opportunities and measure results
Tips for Working with your States Travel BureauFour Keys to Pure Michigan
A powerful brand that inspires confidence and produces results Data that proves the effectiveness of the campaign Industry leadership and unity supporting the data and the brand
Sufficient budget to promote the brand
32014 Chicago Bus Wrap
4Pure Michigan 400 Michael Finney
Pure Michigan & Detroit Tigers
6 Pure Michigan & Coca Cola
7 Pure Michigan & Detroit Grand Prix
8 Pure Michigan & Kroger
9 Pure Michigan & Absopure
10
Signage at State Entry Points
11
TODS Signage
12 New Standard License Plate
13Current: 100% fresh products 75% processed products
Note: ingredients must come from a Michigan farm or animal to be considered sourced in Michigan.
Pure Michigan Logo Use
Partnership Opportunity
Paid Advertising radio, TV, billboard customized message
$25,000 minimum partner investment
Travel Michigan matches the dollar to make the media buy
Travel Michigan leads the messaging around partner attributes/ brand architecture
Radio, TV, Billboard programs available
In-state, regional or national campaigns
Partner Benefits Value Added
Paid Advertising radio, TV, billboard customized message
Hot Spot placement
Customized Logo
Consumer E-newsletter articles - 525,000 consumers
Social Media Campaigns
WJR Travel Michigan Radio Show
FAM ToursWines of Pure Michigan | Brand ArchitectureHonestHard WorkingFrom Great Lakes Come Great WinesThe Way Wine Is Meant To Be EnjoyedThe Fruit of Natural BeautyWorld class wines from grapes nurtured to greatness by Pure MichiganPure, unspoiled natureWelcoming climateGlacially sculpted landscape provides the terrain and soil perfect for wine creationAuthentically CraftedMade with pride and skill the Pure Michigan wayPassionately grown, not mass produced, no two wines are alikeSmaller, family-owned businesses producing exclusive and handmade winesLocally grown grapes bring to life an authentic soil to glass taste
Celebrated and Shared By AllMore than 90 friendly, intimate wineries to taste and take in the majesty of Michigan wine countryUnique festivals, tours, and experiences throughout the year to celebrate the character and wine varieties of the Michigan seasonsExperiences and tastes that make everyone feel at home, from newbie to expert
Savor The Taste of Pure MichiganMajesticMythicMagicalBrand PromiseStrategic Message Pillars
Key Support Pure MichiganBrand PersonalityBrand Positioning
Message PlatformTarget: Wine Enthusiasts Novice and UpMichigan, Chicagoland, Midwest Authentic DestinationsAbundant Natural BeautyUnique Experiences19
Michigan.org
Pure Michigan Adshttp://www.youtube.com/watch?v=53VTKiyNImo&list=PLN-hqVuMmUAbwu1aklcSntt8onKb9I2yv
Wines of Pure Michigan Radio Ad
Wines of Pure Michigan | Creative
Michigan Grape and Wine Industry Council15498Target Markets Detroit, Fort Wayne, Grand Rapids, Green Bay, South Bend, & ToledoTarget Audience W25-54Media Considerations RadioFlight Dates Spring/Summer: May JulyBudget $100,000Wines of Pure Michigan | Media Buy2013 Media Flowchart
Monthly breakdown of visits from Michigan.org to michiganwines.com (FY13)Hot Spot on Michigan.org March 15-August 31
Michigan Grape and Wine Industry Council15498
$13 million in out-of-state spring/summer advertising
Motivated 4 million trips to Michigan 2.4 million from the region (IL, IN, OH, WI, MO, Ontario) 1.6 million from outside the region
Those visitors spent $1.2 billion at Michigan businesses
Those visitors paid $87 million in Michigan sales tax
The state made $6.66 for each dollar spent on Pure Michigan spring/summer advertising in 2013 Every data point is a new record
Source: Longwoods International
Pure Michigan Results 2013
michigan.orgMost popular state tourism web site in U.S. in 2013, seventh year in a rowmichigan.org5.68% market shareVirginia5.21%Florida5.00%Arkansas4.86%Hawaii4.56%Oklahoma3.63%North Carolina3.42%Alaska3.37%Colorado3.32%Minnesota2.84%
Source: Experian Hitwise
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George Zimmermann
V.P. Michigan Economic Development Corporation Tourism
Retiring April 30, 2014Best wishes on your retirement, George!31The 2012-2017 Michigan Tourism Strategic PlanDr. Sarah NichollsDepts of CSUS & Geography, MSUDeveloping and Implementing the 2012-2017 Michigan Tourism Strategic Plan32Michigan is one of Americas favorite four seasons travel experiences Executive SummaryFull planWithout appendices (45 pages)With appendices (414 pages)PDFs onlinehttp://tourismplan.anr.msu.edu/
Versions of the Final Plan
Wineries vary in how they see their relationship to tourism
Seize opportunities with your states travel bureau
Develop long term relationships with travel staff
Deliver on the Promise
Use data effectively to highlight opportunities and measure results
Tips for Working with your States Travel BureauLinda Jones
Michigan Grape and Wine Industry Council
jonesL9@michigan.gov
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Radio Detroit Radio285$61,980Fort Wayne Radio265$5,980Grand Rapids Radio265$9,247Green Bay Radio265$10,418South Bend Radio265$4,618Toledo Radio265$7,354
Radio Total1,610$99,596
Grand Total1,610$99,596
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