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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
• $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.