Three Important Events in 2006

1. Travel Michigan, MSU and MLTA combine conferences

2. First Michigan Tourism Strategic Plan underway

3. Pure Michigan launches

Travel Michigan, MSU and MLTA Combine Conferences in 2006

Three small, 50-300 attendee events decide to join forces

Today 900+ attendees, biggest ever

(our goal: 1000 attendees)

Conference Planning Committee

(TM, MSU, MLTA, MACVB,TC, WMTA)

Michigan Tourism Strategic Plan Underway in 2006

MSU’s Don Holecek “nudges” industry to commit to and fund first such plan

Hundreds participate in process

Result: 2007-2011 Michigan Tourism Strategic Plan

Travel Commission leads on implementation

2012-2017 plan flows from first plan

In 2006, we created a new brand for Michigan

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: “Water”

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 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

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

Final 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

2010 Leisure Visitor Spending(in billions)

14) Michigan10) Arizona

9) Illinois8) N. Carolina

7) Ohio6) Pennsylvania

5) New York4) Nevada

3) Texas2) California

1) Florida

$12.7$13.5

$14.7$15.4$15.8

$16.9$22.2

$25.4$28.1

$57.5$57.7

2010 Leisure Visitor Spending (in billions)

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 Michigan Tourism Data

• MI hotel occupancy @ 55.3%, up 6.9% (U.S. hotel occupancy @ 60.1%, up 4.4%)

• MI RevPAR @ $44.52, up 10%(U.S. RevPAR @ $61.06, up 8.2%)

Source: Smith Travel Research

Impact of 2011 Pure Michigan Ads on State’s National Image

* Saw at least one ad Source: Longwoods International

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

The Wilds of Michigan

Marquette

The Great Waters

Sault Ste Marie

St. Ignace

Mackinac Island

Sunrise Coast

Alpena

Great Lakes Bay Region

Frankenmuth

Blue Water Area

The Henry Ford

Lansing

Detroit

Monroe

Ann Arbor

Jackson

Thunder Bay Resort

Gaylord

Coldwater Country

Kalamazoo

Grand Rapids

Muskegon

Beachtowns

Silver Lake Sand Dunes

Ludington

Big Rapids

Cadillac

Traverse City

Harbor Springs

Charlevoix

Mt. Pleasant

Michigan Apple Committee

Michigan Wine Council

Michigan Ag Council

Michigan Snowsports Industry Association

Flint & Genesee County

Statewide Partnerships

Kalamazoo Air Zoo

Michigan Adventure

Tullymore Golf Resort

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

“Mitten Envy”

“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

Announce New Brand Partnership

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

2012 Coca Cola Partnership

2012 Coca Cola Partnership

Welcome our new partners:Matt Barribeau, Market Unit VP, Michigan

Mark Krause, Sales Director, Michigan

Katelyn Jackson, Public Affairs & Communication

Coca Cola has 3 manufacturing facilities, 8 distribution centers, 2300 employees in MI

2010 Leisure Visitor Spending(in billions)

14) Michigan10) Arizona

9) Illinois8) N. Carolina

7) Ohio6) Pennsylvania

5) New York4) Nevada

3) Texas2) California

1) Florida

$12.7$13.5

$14.7$15.4$15.8

$16.9$22.2

$25.4$28.1

$57.5$57.7

2010 Leisure Visitor Spending (in billions)

Source: D.K. Shifflett

Pure Michigan: 2006, 2012, 2017

We are at the beginning of a journey…..

What can we achieve?

A top U.S. travel destination?

A major international travel destination?

A reputation as America’s perfect summer destination?

Pure Michigan: 2006, 2012, 2017

Achieving these would mean: • Millions of new visitors to the state • Billions of dollars spent at Michigan

businesses• Tens of thousands of new jobs statewide • Tens of millions in new state tax

collections

MEDC/Travel Michigan Breakouts

2:15 pm – Selling Internationally Dave Lorenz, George Zimmermann

3:15 pm – Plug into Travel Michigan’s PR Michelle Begnoche, Erin Burden, Jacquie Goetz

3:15 pm – Expanding the Pure Michigan Brand Elizabeth Parkinson, Kelly Wolgamott

4:15 pm – Inspiring Tourism through Social Media Chad Wiebesick, Shaun Aukland

4:15 pm – Funding Tourism Development Paul Brown, Jon NunnTrade Show – how to update your info on michigan.org Carol Royce, Bonnie Fink

George Zimmermann

Vice President for Travel Michigan

Michigan Economic Development Corporation

zimmermanng@michigan.org