Michigan Promotion Program - 2011 Legislative …...the Pure Michigan logo is now sold in 45 Meijer...

MEMORANDUM

DATE: April 16, 2012 TO: Members of the Michigan Legislature FROM: Michael A. Finney Chairperson SUBJECT: Michigan Promotion Program – 2011 Legislative Report Section 89d of the Michigan Strategic Fund Act, Public Act 270 of 1984, requires the Michigan Strategic Fund to report to the Senate and House Appropriations Subcommittees and Standing Committees that have jurisdiction over economic development issues, and the Senate and House Fiscal Agencies on tourism promotion and business development efforts. Pursuant to this requirement, attached is the Fiscal Year 2011 report. Also attached is the 2011 National Tourism Advertising Evaluation and Image Study. The new study by Longwoods International shows that last summer’s Pure Michigan advertising campaign brought record numbers of out-of-state visitors to Michigan in 2011. Summer advertising motivated 3.2 million trips to Michigan last year, and those visitors spent one billion dollars at Michigan businesses, paying $70 million in Michigan taxes. Comparing that $70 million with the $14.2 million spent on Pure Michigan summer out-of-state advertising last year, the state received $4.90 back for each dollar invested in Pure Michigan advertising in 2011. The cumulative return on investment since the Pure Michigan campaign began in 2006 is now $3.70, up from $3.29 last year. If you have any questions regarding this report or need additional information, please contact James McBryde in our Office of Governmental Affairs at 517.335.1847. Attachments

MEDC FY 2011

Travel Michigan Fiscal Year 2011 (10/01/2010–09/30/2011)Pure Michigan Marketing campaignThe Pure Michigan campaign was recognized as a top advertising campaign by the Detroit advertising community in December 2010. The campaign was honored with the “Best of Show” award D Show, an annual event celebrating the breadth of ideas, depth of talent and craft of the advertising world. Pure Michigan also was recognized by the Advertising Research Foundation in March 2011. The campaign won a prestigious David Ogilvy Award for Excellence in Advertising Research. Pure Michigan’s advertising agency, McCann Erickson Detroit, shared honors with its media arm, Universal McCann, and research partner Longwoods International. The David Ogilvy Awards honor extraordinary and creative use of research in the development of successful advertising campaigns. These awards join an already crowded Pure Michigan trophy case of nine Mercury Awards, including Best State Tourism Advertising Campaign, Best State Tourism Television Commercials and Best State Tourism Radio Commercials, along with an accolade from Forbes magazine as one of the 10 best tourism campaigns of all-time.

In August 2011, the National Council of State Tourism Directors (ncstd) named Michigan’s George Zimmermann the State Tourism Director of the Year for 2011. The NCSTD, an affiliate of the U.S. Travel Association, has recognized a State Tourism Director of the Year each year since 1970 to honor a tourism director that has clearly influenced the obvious and measurable improvement of a state or territory’s ‘travel and tourism profile’ with their leadership.

Due to reduced funds, the 2010 fall Pure Michigan advertising campaign was canceled for the first time since 2005. However, legislation signed into law in December 2010 provided $10 million of the $75 million appropriated for the 21st Century Job Trust Fund for fiscal year 2011 to be used for the promotion of tourism in Michigan. Funding the Pure Michigan campaign was highlighted in Governor Rick Snyder’s 2011 State of the State Address. Legislation was later signed into law that amended the Michigan Strategic Fund (msf) Act to add the promotion of tourism in Michigan to the authorized uses of MSF money and increased the amount of money from the 21st Century Jobs Trust Fund that may be spent for tourism promotion in fiscal year 2011 from $10 million to $20 million. The bill also specified that the promotion of tourism in the state is an ongoing purpose of the 21st Century Jobs Trust Fund, which will permit the MSF Board in future years to allocate funds from 21st Century Jobs Trust Fund appropriations to tourism promotion. This additional funding was critical to maintaining the momentum generated by recent Pure Michigan campaigns. It covered general marketing activity, a regional winter advertising buy and a national cable spring/summer buy as well as regional spring/summer and fall buys.

There were 21 new commercials produced in fiscal year 2011, including partner ads (seven television, 14 radio). Regional markets for fiscal year 2011 (Travel Michigan and partner) included:

Since its launch in 2006, the award-winning Pure Michigan campaign has attracted seven million new, out-of-state visitors to the Great Lakes state, visitors who spent $2 billion at Michigan businesses and paid $138 million in Michigan taxes, primarily sales tax. The campaign generates $3.29 in tax revenue for the state for each dollar spent on Pure Michigan advertising.

Battle Creek, MI Bay City, MI Chicago, IL Cincinnati, OH Cleveland, OH Columbus, OH Dayton, OH Detroit, MI

Flint, MI Ft. Wayne, IN Grand Rapids, MI Green Bay, WIIndianapolis, INKalamazoo, MILansing, MIMilwaukee, WI

Saginaw, MISouth Bend, INSouthern OntarioSt. Louis, MOToledo, OHTraverse City, MI

MEDC FY 2011

Travel Web activity on www.michigan.orgThere were 8.9 million web visits in fiscal year 2011. This compares to 8.8 million visits last year, an increase of 1.4 percent over last year.

Note: The reason for the discrepancy in 2010 visits is we switched tracking methodology in 2011 from a log file based system to a tagging system

number of visits Passed on to Travel industry Partners’ websitesThere were 6.1 million click-throughs in fiscal year 2011. This compares to 6.6 million last year, an 8.0 percent decrease from last year. Click-throughs are defined as the number of times www.michigan.org web visitors clicked on a link and were transferred to a travel industry private sector website.

In August 2011, the Pure Michigan Facebook page reached a record of more than 300,000 fans—the highest number of fans for any state tourism Facebook page in the nation. The Pure Michigan eNewsletter also passed the 300,000 subscriber mark. The Pure Michigan Facebook page also began utilizing the Facebook Question app to give fans an opportunity to answer a Pure Michigan question every week. The first question posted, “What is your favorite Michigan made food?”, received more than 75,000 votes in just 24 hours.

Two of Michigan’s best-known brands, Michigan International Speedway (MIS) and Pure Michigan, teamed up to host the Pure Michigan 400 NASCAR Sprint Cup race at MIS in August 2011. This partnership brought the Pure Michigan message to millions of NASCAR fans nationwide who watched the Pure Michigan 400 on ESPN as well as the tens of thousands who came to MIS on race days. The one-year partnership joining these two brands, both focused on attracting new visitors to Michigan, is believed to be the first time a state brand is featured as the title of NASCAR’s premier stock car series.

With the success of 2011, MIS and Pure Michigan are again teaming up to host the Pure Michigan 400 NASCAR Sprint Cup Series race at MIS in August 2012. The three-year partnership is a continuation of what started in 2011. The inaugural Pure Michigan 400 received overwhelming feedback from fans and tourists alike.

Travel Michigan rolled out an official Pure Michigan merchandise line in early fiscal year 2011, including sweatshirts, T-shirts, golf shirts, hats, umbrellas, travel mugs, golf balls, and more. Merchandise featuring the Pure Michigan logo is now sold in 45 Meijer stores across the state of Michigan. Travel Michigan also announced a new Pure Michigan: Eating Fresh and Local in the Great Lakes State cookbook, published by Midwest Living, that includes more than 150 pages of recipes and features about Michigan’s menu of culinary offerings in big cities and small towns. The cookbook showcases Michigan’s culinary specialties and offers ideas of how to enjoy a visit to savor and explore Pure Michigan products at u-pick farms, orchards, farmers’ markets, restaurants, and more than 80 vineyards and wineries.

Media Familiarization Media ToursDomestic Familiarization Media Tours (typically 20–30 travel writers from North America) February 7–11: Twenty-five travel writers and editors representing national and regional media outlets split

between Crystal Mountain Resort and Spa (Thompsonville) and Marquette/MunisingMay 16–19: Twenty-four travel writers and editors representing national and regional media outlets

experienced DetroitAugust 14–19: Twenty travel writers and editors toured “The Great Waters” area, Eastern Upper Peninsula

(Sault Ste. Marie, Paradise, Grand Marais, St. Ignace, De Tour, Les Cheneaux, etc.)

International Familiarization Media tours (typically 1–5 travel writers) September: German travel writer visit to Detroit, Frankenmuth, Grand Haven, MuskegonOctober: United Kingdom travel writer visit to New Buffalo, Holland, Whitehall, Silver Lake, Rothbury

Golf Writer Familiarization Tour (typically 6–8 golf writers)Summer: Thirty-six golf writers and editors representing international, national and regional media outlets

experiences golf courses/communities in: Grand Rapids, New Buffalo, Detroit, Traverse City, South Haven, Gaylord, Oscoda, St Joseph, Grand Haven, Holland, Lewiston, Roscommon, Lansing, Petoskey, Arcadia, Thompsonville, Bellaire, Brimley, Saugatuck.

MEDC FY 2011Individual Familiarization TourDecember: Travel writer in Detroit In addition to the familiarization tours, Travel Michigan promotes all Michigan communities…all of the time, with www.michigan.org and now even more than ever with an increasingly growing social presence on Facebook, Twitter, YouTube, Flickr, e-newsletters, and the Pure Michigan Connect blog. Travel Michigan also promotes all areas of the state with its WJR radio program in Detroit, which now also airs on stations in Grand Rapids, Traverse City, Lansing, Kalamazoo, Hastings and other Michigan Talk Radio Network stations. In addition, Travel Michigan does radio interviews every week on a network of seven stations featuring conversation about weekly events, and often on other stations as well.

Partnership ProgramsThe Partnership Program is intended to extend the marketing reach of Pure Michigan by leveraging private-sector marketing dollars to promote Michigan. The program’s key markets are Chicago, Cleveland, Indianapolis, Cincinnati, Milwaukee, Columbus, Dayton, St. Louis, and Southern Ontario, Canada and feeder markets are Toledo, Green Bay, South Bend, and Fort Wayne.

In fiscal year 2011, 30 partnerships committed more than $3.1 million for radio, billboard and online advertising. Travel Michigan matched the private-sector partnership dollars for an total budget of $6.2 million.

The Travel Michigan advertising partnership program was launched in 2002. Interest in the program has grown over the years, from three partners in 2002 to 30 partners in 2010 and 2011. This has been a win-win program for the partners and Travel Michigan.

In an effort to accommodate the entire tourism industry, Travel Michigan has developed four partnership programs: National Cable Advertising Partnerships (a pilot program in 2011), Out-of-State Advertising Partnerships; Pay-per-Click Partnerships; and In-State Advertising Partnerships. All partnership advertising includes the Travel Michigan brand identity and creative strategy to keep the messages consistent. Program participants also receive value added benefits of featured web presence and public relations support.

Below is a list of 2011 partnerships:National Cable TV Partners—$500,000 from each

Traverse City Convention & Visitors BureauMackinac IslandThe Henry Ford

Out-of-State Advertising PartnersAnn Arbor Area Convention & Visitors Bureau Beachtowns (nine communities along Lake Michigan coastline)Frankenmuth Greater Lansing Convention & Visitors Bureau Mackinac IslandDowntown Grand Rapids—Grand Rapids Convention & Visitors BureauBlue Water Area/Port Huron Great Lakes Bay Region Traverse City Convention & Visitors BureauMuskegonMackinaw CityMichigan Apple CommitteeMichigan Arts CouncilDetroit Convention & Visitors BureauHolland Convention & Visitors BureauThe Wilds of Michigan (Western Upper Peninsula)St. IgnaceMichigan Snowsports Association (skiing)—winterKalamazoo Convention & Visitors BureauMecosta County/Big RapidsMonroe

MEDC FY 2011In-State Advertising Partners

Alpena FlintSault Ste. MarieThe Henry FordDowntown Grand Rapids—Grand Rapids Convention & Visitors BureauFrankenmuthGreat Waters of the Upper Peninsula (Eastern Upper Peninsula)Ludington Blue Water Area/Port HuronSunrise Coast (seven communities along Lake Huron coastline) Silver Lake Sands DunesColdwater/Branch CountyMichigan Apple CommitteeHolland Convention & Visitors BureauMecosta County/Big RapidsMonroeSt. IgnaceThe Wilds of Michigan (Western Upper Peninsula)

Pay-Per-Click PartnersMuskegon County Convention & Visitors Bureau Ramada Inns Traverse City Convention & Visitors Bureau

MEDC FY 2011

Business MarkeTingFiscal Year 2011 (10/01/2010–09/30/2011)Business Marketing campaignThe Michigan Economic Development Corporation (medc) implemented the sixth year of the Upper Hand business marketing program in October 2011. The Upper Hand campaign targets C-level executives (CEOs, CFOs, site consultants, etc.) using a testimonial-style marketing strategy that encourages businesses to contact the MEDC to see how their business can “get the upper hand,” although the campaign was scaled-back due to reduced funding levels. Over 30 successful executives have shared why they chose to locate or expand their business in Michigan in a series of national and international television and radio spots. Actor and business owner Jeff Daniels introduces these executives during the Upper Hand ad spots. No new commercials were produced nor any new web-based products created in fiscal year 2011.

Using an independent research firm, the MEDC has conducted tracking studies to generate a pre- and post-assessment of the effectiveness of the Upper Hand advertising campaign in changing C-level executives’ attitudes and behaviors about Michigan as a place to start and do business. The studies have been used to determine changes in awareness of the campaign, assess changes in how business leaders feel about Michigan as a place to do business, and identify actions taken as a result of the campaign. Aided awareness of the Upper Hand campaign among National executives dropped from 23 percent in 2009 to 17 percent in 2010. Aided awareness among Michigan executives dropped from 60 percent to 43 percent. Unaided awareness remained fairly consistent to off slightly from last year. Consideration of Michigan for relocation/expansion remains extremely low. Only 3.0 percent of national executives report considering the state of Michigan as a location for relocation/expansion of their business. Positively, 10 percent of in-state executives would consider Michigan for expansion of their business, a significant increase from one year ago.

In January 2011, the Michigan Strategic Fund (MSF) and MEDC made the decision to consolidate its marketing and communication programs under the Pure Michigan brand and the Upper Hand campaign was suspended. The Pure Michigan brand also is in use as the MEDC corporate identity in addition to targeting tourist, business, talent, and urban audiences. The MSF and MEDC issued Request For Proposals (RFPs) in September 2011 to provide marketing and advertising services to help the MEDC market the state and build the Pure Michigan brand. The dual RFPs, funded by the 21st Century Jobs Fund, focuses on the MEDC’s other efforts to market Michigan overall and as a business destination. Together, the combined efforts show Michigan as an ideal place to visit, live, and work with goals including talent attraction and growing Michigan’s economy. Nine proposals were received. A joint evaluation committee was appointed to review the proposals. McCann Erickson USA, Inc. scored the highest among all of the proposals and the business marketing and advertising services campaign was awarded to that agency. The Pure Michigan brand also has been expanded to other state departments through the DNR Recreational Passport and promotional video for the Secretary of State. Other areas for expansion are under development.

The www.MichiganAdvantage.org website was re-launched to reflect the Pure Michigan brand and is continually being updated as new programs and services are added or modified. One new feature is the Pure Michigan Business Connect website, a new $8 billion public-private initiative that strengthens Michigan’s economic gardening philosophy through an alliance of the MEDC, Michigan companies, and other Michigan organizations. Pure Michigan Business Connect matches people with resources, business support services, and additional public/private support. A marketing toolkit has been added that includes a number of easy-to-access resources, including use of the Pure Michigan logo.

Along with advertising, the business marketing program funds events and trade shows in targeted industries in which Michigan has unique strengths. These complement the MEDC’s business attraction and retention efforts. Some of the key shows and events the MEDC participated in during fiscal year 2011 included:

• North American International Auto Show (NAIAS): “Smarter Living in Michigan,” a 5,000-square-foot town square display dedicated to the state’s burgeoning alternative energy industry and innovative companies, and featured ways in which alternative energy technologies are reinventing our lives.

MEDC FY 2011• CAR Management Briefing Seminars: largest management conference in North American automotive

industry• 2010 World Stem Cell Summit: unites the stem cell universe of researchers, ReGEN industry leaders,

funders, medical philanthropies, policy-makers, advocates, educators and regulators to chart the future of regenerative medicine

• 2010 MichBio Expo and Conference: largest gathering of bioscience professionals in the state where representatives discuss current issues facing the industry, learn about the latest technologies, and interact with vendors providing services to the industry

• Eighth Annual MidAmerica Healthcare Venture Forum: MidAmerica Healthcare Investors Network and International Business Forum joined forces to unite venture capitalists from around the nation to facilitate investment opportunities in promising healthcare companies from the MidAmerica region

• ACE II Annual Collaboration for Entrepreneurship: Great Lakes region entrepreneurs gather to network, learn, and connect

• 2011 International Conference on Thermoelectrics: annual conference that brings together International experts in the field of thermoelectricity, drawing several hundred scientists and engineers from Asia, Europe and the United States

visiTs To WWW.MichiganadvanTage.org FY2011 FY2010 FY2009

October 56,430 135,342 45,932November 62,839 88,767 46,623December 56,050 62,075 40,802January 64,297 68,103 51,645February 53,506 53,129 54,869March 69,979 83,830 100,095April 64,195 140,344 98,452May 85,054 185,820 94,489June 93,467 71,709 76,554July 90,662 56,404 67,016August 106,140 54,094 64,476September 113,888 53,675 129,818Total 916,507 1,053,292 870,771The fiscal year 2011 total website visits to www.MichiganAdvantage.org represents a 14.9 percent decrease over fiscal year 2010 visits; however, the last four months of fiscal year 2011 represents a 71.3 percent increase over the last four months of fiscal year 2010. Fiscal year 2011 exceeded fiscal year 2009 website visits by approximately 5.2 percent.

Travel Michigan

2011 Fall Media Flowchart

2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25

Chicago TV 75 75 100 150 400 $463,758

Chicago Partner TV 75 75 50 200 $83,000

TV GRP Total 15

0

15

0

15

0

15

0

600 $546,758

Chicago Radio 25 75 125 225 $122,582

Chicago Partner Radio 50 50 100 155 50 55 460 $139,380

Radio GRP Total 50

50

12

5

15

5

12

5

12

5

55 685 $261,962

Chicago Bulletins 25 $111,563

Chicago Bus Wraps 7 $98,175

Chicago Outdoor Total 32 $209,738

Chicago Total 1,317 $1,018,457

Indianapolis TV 150 150 150 150 600 $82,187

Indianapolis Radio 125 125 125 125 500 $54,825

Indianapolis Bulletins 10 $17,000

Indiananpolis Total 1,110 $154,012

Cincinnati TV 150 150 150 150 600 $77,189

Cincinnati Radio 125 125 125 125 500 $63,070

Cincinnati Bulletins 10 $17,850

Cincinnati Total 1,110 $158,109

Cleveland TV 150 150 150 150 600 $139,434

Cleveland Radio 125 125 125 125 500 $50,448

Cleveland Bulletins 10 $53,550

Cleveland Total 1,110 $243,432

Columbus TV 150 150 150 150 600 $82,212

Columbus Radio 125 125 125 125 500 $53,338

Columbus Bulletins 10 $10,200

Columbus Total 1,110 $145,750

Dayton TV 150 150 150 150 600 $29,733

Dayton Radio 125 125 125 125 500 $22,376

Dayton Bulletins 10 $9,350

Dayton Total 1,110 $61,459

7

GRPs CostMJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

25

10

10

10

10

10

$209,738

$1,018,457

$154,012

$158,109

$243,432

$145,750

$61,459

Travel Michigan


2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25


Milwaukee TV 150 150 150 150 600 $91,698

Milwaukee Radio 125 125 125 125 500 $19,826

Milwaukee Bulletins 10 $10,200

Milwaukee Total 1,110 $121,724

Out-of-State Total 7,977 $1,902,942

Ft. Wayne TV 100 100 100 100 400 $19,720

Ft. Wayne Partner Radio 230 230 230 230 180 1,100 $14,934

Ft. Wayne Bulletins 8 $6,800

Ft. Wayne Total 1,508 $41,454

South Bend TV 100 100 100 100 400 $17,425

South Bend Partner Radio 230 230 230 230 180 1,100 $14,702

South Bend Bulletins 8 $8,840

South Bend Total 1,508 $40,967

Toledo TV 25 25 25 50 125 $6,614

Toledo Partner TV 75 75 75 50 275 $10,827

Toledo Partner Radio 280 280 280 280 180 1,300 $19,311

Toledo Bulletins 8 $9,520

Toledo Total 1,708 $46,272

Green Bay TV 100 100 100 100 400 $18,581

Green Bay Radio 150 150 150 150 600 $24,327

Green Bay Bulletins 8 $8,840

Green Bay Total 1,008 $51,748

Feeder market Total 5,732 $180,442

Detroit TV 25 25 25 100 175 $51,215

Detroit Partner TV 75 75 75 225 $14,913

TV GRP Total 10

0

10

0

10

0

10

0

400 $66,128

Detroit Radio 100 100 $22,801

Detroit Partner Radio 50 50 100 100 100 400 $39,630

Radio GRP Total 50

50

10

0

10

0

10

0

10

0500 $62,432

Detroit Bulletins 8 $10,200

Detroit Total 908 $138,760

$121,724

8

$1,902,942

10

$41,454

$40,967

$46,272

$51,748

$180,442

$138,760

8

8

8

8

Travel Michigan


2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25


Flint TV 125 125 125 125 500 $24,034

Flint Radio 125 125 125 125 500 $12,176

Flint Bulletins 8 $14,960

Flint Total 1,008 $51,170

Lansing TV 100 100 100 100 400 $18,275

Lansing Partner Radio 50 130 130 130 130 130 50 750 $8,697

Lansing Bulletins 8 $8,500

Lansing Total 1,158 $35,472

Grand Rapids TV 100 100 100 100 400 $36,499

Grand Rapids Radio 50 50 50 50 200 $9,690

Grand Rapids Partner Radio 50 50 50 50 50 50 50 350 $8,479

Radio GRP Total 50

10

0

10

0

10

0

10

0

50

50 550 $18,169

Grand Rapids Bulletins 8 $11,900

Grand Rapids total 958 $66,568

Traverse City TV 25 25 25 50 125 $4,532

Traverse City Partner TV 75 75 75 50 275 $3,430

TV GRP total 10

0

10

0

10

0

10

0

400 $7,962

Traverse City Radio 50 50 50 50 200 $4,488

Traverse City Partner Radio 50 50 50 50 200 $1,638

Radio GRP Total 10

0

10

0

10

0

10

0

400 $6,126

Traverse city Total 800 $14,088

In-State Total 4,832 $306,057

Total Fall Media Spending 18,541 $2,389,441

8

$51,170

8

$35,472

$66,568

$14,088

$306,057

$2,389,441

8

Travel Michigan Winter Media Activity

1st Quarter 2011

Estimated

Travel Michigan

Flights 27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 Media Spending

2011 Travel Michigan Winter

Chicago, IL

TV-Women 25-54 100 100 100 100 100 100 100 700 $608,983

Radio-Women 25-54 135 135 135 135 135 135 135 945 $510,104

Indianapolis, IN

TV-Women 25-54 100 100 100 100 100 100 100 700 $82,289

Radio-Women 25-54 135 135 135 135 135 135 135 945 $65,103

Fort Wayne, IN

TV-Women 25-54 100 100 100 100 100 100 100 700 $30,167

Radio-Women 25-54 135 135 135 135 135 135 135 945 $25,302

Green Bay, WI

TV-Women 25-54 100 100 100 100 100 100 100 700 $30,464

Radio-Women 25-54 135 135 135 135 135 135 135 945 $30,845

South Bend, IN

TV-Women 25-54 100 100 100 100 100 100 100 700 $30,048

Radio-Women 25-54 135 135 135 135 135 135 135 945 $27,270

Toledo, OH

TV-Women 25-54 100 100 100 100 100 100 100 700 $30,048

Radio-Women 25-54 135 135 135 135 135 135 135 945 $27,270

2011 Ski Michigan Partnership

Fort Wayne, IN

Radio-Women 25-54 100 100 100 75 75 450 $6,225

Green Bay, WI

Radio-Women 25-54 75 75 75 75 75 375 $6,734

Toledo, OH

Radio-Women 25-54 100 100 100 75 75 450 $6,302

Grand Rapids, MI

Radio-Women 25-54 100 100 100 75 75 75 525 $10,710

Total Travel Michigan Media Spending: $1,527,862

TV SPEND: $811,997

RADIO SPEND: $715,865

Total TRPs

1Q 2011 2Q 2011

January JuneFebruary March April May

Travel Michigan 2010-2011 Winter Media Plan Options (12-06-10) R2.xls

Travel Michigan

2011 National Cable Flowchart

Travel Michigan - National Cable 2011 Flowchart 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19

National Cable (W25-54 TRPs)

Pure Michigan 117 117 89 87 63 61 63 38 50 30 20 20 12 766 $8,498,815

The Henry Ford Partner 25 25 25 25 100 $1,000,000

Mackinac Island Partner 25 25 25 25 100 $1,000,000

Traverse City Partner 25 30 30 15 100 $1,000,000

1,066 $11,498,815

-The Henry Ford Networks: Animal Planet, Bravo, CNN, Cooking, Food Network, Fox News, HGTV, MSNBC, Style, Weather Channel, TLC, Travel

- Mackinac Island Networks: A&E, Animal Planet, E!, Food Network, Fox News, Golf Channel, HGTV, MSNBC, Oxygen, Style, Weather Channel, WE!

- Traverse City Networks: A&E, Animal Planet, Bravo, E!, Food Network, Fox News, Golf Channel, HGTV, MSNBC, Style, Weather Channel, Travel Channel

Henry Ford Partner Creative "Superheroes"

Mackinac Island Partner Creative "Island Life"

Traverse City Partner Creative "True North"

$1.5 million of the total spend is partnership dollars

NET SpendingMarch April July August

1Q 2011 2Q 2011 3Q 2011

TOTAL

June

May June

July AugustMarch April May September

September

28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19

Out-of-State Markets

Chicago TV 100 100 75 100 100 75 75 75 100 $629,510

Chicago Radio 100 100 100 100 100 100 100 100 100 $429,301

Chicago OOH - Bulletins $230,004

Chicago OOH - Bus Wraps $215,900

Chicago OOH - Cinema $117,180

Indianapolis TV 100 100 75 100 100 75 75 75 100 $56,603

Indianapolis Radio 100 100 100 100 100 100 100 100 100 $35,112

Indianapolis OOH - Bulletins $65,880

Indianapolis OOH - Cinema $12,300

Cincinnati TV 100 100 75 100 100 75 75 75 100 $20,450

Cincinnati Radio 100 100 100 100 100 100 100 100 100 $36,402

Cincinnati OOH - Bulletins $70,000

Cincinnati OOH - Cinema $37,500

Cleveland TV 100 100 75 100 100 75 75 75 100 $34,920

Cleveland Radio 100 100 100 100 100 100 100 100 100 $28,930

Cleveland OOH - Bulletins $214,200

Cleveland OOH - Cinema $11,100

Columbus TV 100 100 75 100 100 75 75 75 100 $38,675

Columbus Radio 100 100 100 100 100 100 100 100 100 $39,092

Columbus OOH - Bulletins $40,000

Columbus OOH - Cinema $20,820

Dayton TV 100 100 75 100 100 75 75 75 100 $34,962

Dayton Radio 100 100 100 100 100 100 100 100 100 $39,168

Dayton OOH - Bulletins $36,672

Dayton OOH - Cinema $17,520

St. Louis TV 100 100 75 100 100 75 75 75 100 $126,643

St. Louis Radio 100 100 100 100 100 100 100 100 100 $88,090

St. Louis OOH - Bulletins $67,500

St. Louis OOH - Cinema $38,280

Milwaukee TV 100 100 75 100 100 75 75 75 100 $79,260

Milwaukee Radio 100 100 100 100 100 100 100 100 100 $57,223

Milwaukee OOH - Bulletins $67,500

Milwaukee OOH - Cinema $45,300

S. Ontario TV 100 100 75 100 100 75 75 75 100 $261,800

S. Ontario Radio 100 100 100 100 100 100 100 100 100 $147,263

S. Ontario OOH - Bulletins $20,875

Feeder Markets

Fort Wayne TV 100 100 75 100 100 75 75 75 100 $33,475

Fort Wayne Radio 75 75 $6,406

Fort Wayne OOH $23,101

Green Bay TV 100 100 75 100 100 75 75 75 100 $31,655

Green Bay Radio 75 75 50 50 $8,768

Green Bay OOH $29,138

South Bend TV 100 100 75 100 100 75 75 75 100 $29,401

South Bend Radio 75 75 $6,014

South Bend OOH $29,205

10

15

15

15

15

15

15

15

15

1953000 imps

205000 imps

625000 imps

185000 imps

347000 imps

292000 imps

November DecemberSeptember OctoberMay June July August

6 buses

10

10

15

638000 imps

755000 imps

Travel Michigan

2011 Regional Media Flowchart

NET

SpendingMarch April

1Q 2011 2Q 2011 3Q 2011 4Q 2011

TOTAL

28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19

November DecemberSeptember OctoberMay June July August

Travel Michigan

2011 Regional Media Flowchart

NET

SpendingMarch April

1Q 2011 2Q 2011 3Q 2011 4Q 2011

TOTAL

Toledo TV 100 100 75 100 100 75 75 75 100 $33,480

Toledo Radio 75 75 $7,231

Toledo OOH $30,000

In-State Markets

Detroit Radio 75 75 50 50 $43,911

Detroit OOH $77,900

Flint Radio 75 75 $5,365

Flint OOH $50,000

Lansing Radio 75 75 $5,835

Lansing OOH $27,200

Grand Rapids Radio 75 75 $10,270

Grand Rapids OOH $15,000

Traverse City Radio 75 75 $4,870

Traverse City OOH $15,000

10

10

10

September October November DecemberMarch April May June July August

10

10

10

Travel Michigan Partners

2011 Media Flowchart

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Alpena Warm WeatherGrand Rapids, MI

Radio-Women 25-54 50 50 50 50 50 50 300

Digital-Impressions (000) 50 50 100

Kalamazoo, MIRadio-Women 25-54 50 50 50 50 50 250


Battle Creek, MIRadio-Women 25-54 50 50 50 50 50 250


Lansing, MIRadio-Women 25-54 50 50 50 50 50 50 300


28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Ann Arbor Warm WeatherCleveland, OH

TV-Women 25-54 75 75 75 75 75 75 75 75 75 675

Radio-Women 25-54 65 65 65 65 50 50 50 50 50 510

Indianapolis, INTV-Women 25-54 75 75 75 75 75 75 75 75 75 675

Radio-Women 25-54 65 65 65 65 50 50 50 50 50 510

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Arts Council Warm WeatherToledo, OH

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 50 700

Fort Wayne, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 50 700

South Bend, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 50 700

Arts Council FallToledo, OH

Radio-Women 25-54 50 50 50 50 200

Fort Wayne, INRadio-Women 25-54 50 50 50 50 200

South Bend, INRadio-Women 25-54 50 50 50 50 200

TOTALApril May June July August September October

2Q 2011 3Q 2011 4Q 2011

June July August September OctoberApril May


2Q 2011 3Q 2011 4Q 2011

September October

SeptemberJune July August OctoberApril May

TOTALApril

2Q 2011 3Q 2011 4Q 2011

May June July August

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Beachtowns Warm WeatherChicago, IL

Radio-Women 25-54 55 55 52 162

Digital-Women 25-54 100 100 100 100 100 100 600

Indianapolis, INRadio-Women 25-54 55 50 50 55 50 50 310

Digital-Women 25-54 100 100 100 100 100 100 100 700

Beachtowns FallChicago, IL

Radio-Women 25-54 55 55 110

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Blue Water Area Warm WeatherFort Wayne, IN

Radio-Women 25-54 50 50 50 50 50 50 300

Digital-Impressions (000) 50 50 50 50 50 50 300

South Bend, INRadio-Women 25-54 50 50 50 50 50 50 300


Toledo, MIRadio-Women 25-54 50 50 50 50 50 50 300


Grand Rapids, MIRadio-Women 25-54 50 50 50 50 50 50 300


Lansing, MIRadio-Women 25-54 50 50 50 50 50 250

Digital-Impressions (000) 50 50 50 50 50 250



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011




28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Coldwater Warm WeatherLansing, MI

Radio-Women 25-54 50 50 50 50 50 50 50 50 400

Digital-Impressions (000) 50 50 50 50 50 50 50 50 400

Grand Rapids, MIRadio-Women 25-54 50 50 50 50 50 50 50 350

Digital-Impressions (000) 50 50 50 50 50 50 50 350

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Detroit Warm WeatherCincinnati, OH

TV-Women 25-54 100 100 100 100 100 75 575

Radio-Women 25-54 100 100 100 100 100 75 575

Cleveland, OHTV-Women 25-54 100 100 100 100 100 75 575

Radio-Women 25-54 100 100 100 100 100 75 575

Columbus, OHTV-Women 25-54 100 100 100 100 100 75 575

Radio-Women 25-54 100 100 100 100 100 75 575

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Flint Warm WeatherGrand Rapids, MI

Radio-Women 25-54 50 50 50 50 50 50 300


Kalamazoo, MIRadio-Women 25-54 50 50 50 50 50 50 300




28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Frankenmuth Warm WeatherS th O t i


2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011

Southern OntarioRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450


Detroit, MIRadio-Women 25-54 50 50 50 50 50 50 50 50 400


Toledo, OHRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450


Grand RapidsRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450


28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Grand Rapids Warm WeatherChicago, IL

TV-Women 25-54 75 75 50 200

Radio-Women 25-54 50 50 50 150

South Bend, INTV-Women 25-54 75 75 75 50 275

Radio-Women 25-54 50 50 50 50 200

Toledo, OHTV-Women 25-54 75 75 75 50 75 75 75 50 550

Radio-Women 25-54 50 50 50 50 50 50 50 50 400

Detroit, MITV-Women 25-54 75 75 75 75 75 50 425

Radio-Women 25-54 50 50 50 50 50 50 300

Traverse City, MITV-Women 25-54 75 75 75 50 75 75 75 50 550

Radio-Women 25-54 50 50 50 50 50 50 50 50 400



2Q 2011 3Q 2011 4Q 2011




28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Great Lakes Bay Region Warm WeatherSouthern Ontario

Radio-Women 25-54 75 75 65 50 50 50 50 50 50 50 565

Digital-Impressions (000) 50 50 50 50 50 50 50 50 50 50 500

Toledo, OHRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450

Digital-Impressions (000) 50 50 50 50 50 50 50 50 50 450

Fort Wayne, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450


South Bend, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450


28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Great Waters Warm WeatherTraverse City, MI

Radio-Women 25-54 50 50 50 50 50 50 50 50 400

Flint, MIRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450

Grand Rapids, MIRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Kalamazoo Warm WeatherFort Wayne, IN

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 600

Digital-Impressions (000) 50 50 50 50 50 50 50 50 50 50 50 50 600

South Bend, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 600


Toledo, OHRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 550

Digital-Impressions (000) 50 50 50 50 50 50 50 50 50 50 50 550

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24


2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Lansing Warm WeatherSouth Bend, IN

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 50 700

Fort Wayne, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 50 700

Toledo, OHRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 650

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Ludington Warm WeatherLansing, MI

Radio-Women 25-54 50 50 50 50 50 250


Flint, MIRadio-Women 25-54 50 50 50 50 50 250


Saginaw, MIRadio-Women 25-54 50 50 50 50 50 250






2Q 2011 3Q 2011 4Q 2011




28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Mackinaw City Warm WeatherToledo, OH

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 650

Digital-Impressions (000) 50 50 50 50 50 50 50 50 50 50 50 50 50 650

South Bend, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 600


Fort Wayne, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 600


28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Mecosta (Big Rapids) Warm WeatherFort Wayne, IN

Radio-Women 25-54 50 50 50 50 50 50 300


South Bend, INRadio-Women 25-54 50 50 50 50 50 50 300


Toledo, OHRadio-Women 25-54 50 50 50 50 50 50 300


Lansing, MIRadio-Women 25-54 50 50 50 50 50 50 300


28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Monroe Warm WeatherFlint, MI

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 650

South Bend, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 650

Fort Wayne, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 600

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24


2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Muskegon Warm WeatherToledo, OH

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 450


Fort Wayne, INRadio-Women 25-54 50 50 50 50 50 50 50 50 400

Digital-Impressions (000) 50 50 50 50 50 50 50 50 400

South Bend, INRadio-Women 25-54 50 50 50 50 50 50 50 50 50 450


28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Silver Lake Sand Dunes Warm WeatherKalamazoo, MI

Radio-Women 25-54 50 50 50 50 50 50 300


Grand Rapids, MIRadio-Women 25-54 50 50 50 50 50 250




Flint, MIRadio-Women 25-54 50 50 50 50 50 50 300




2Q 2011 3Q 2011 4Q 2011




28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Sunrise Coast Warm WeatherGrand Rapids, MI

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 50 700

Lansing, MIRadio-Women 25-54 50 50 50 50 50 50 50 50 50 50 50 50 50 50 700

Sunrise Coast FallGrand Rapids, MI

Radio-Women 25-54 50 50 50 50 50 50 50 350


Lansing, MIRadio-Women 25-54 50 50 50 50 50 50 50 350


28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

The Soo Warm WeatherTraverse City, MI

Radio-Women 25-54 50 50 50 50 50 250

Battle Creek, MIRadio-Women 25-54 50 50 50 50 200

Grand Rapids, MIRadio-Women 25-54 50 50 50 50 200

Kalamazoo, MIRadio-Women 25-54 50 50 50 50 200



Saginaw-Bay City, MIRadio-Women 25-54 50 50 50 50 200

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Traverse City Warm WeatherChicago, IL

Radio-Women 25-54 75 55 50 50 50 280


2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011



2Q 2011 3Q 2011 4Q 2011

28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24

Western UP Warm WeatherGreen Bay, WI

Radio-Women 25-54 50 50 50 50 50 50 50 50 50 450


Grand Rapids, MIRadio-Women 25-54 50 50 50 50 50 250




Traverse City, MIRadio-Women 25-54 50 50 50 50 50 250




Michigan Promotion Program - 2011 Legislative …...the Pure Michigan logo is now sold in 45 Meijer...

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