My Michigan Tourism Campaign

7/31/2019 My Michigan Tourism Campaign

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My MichiganMichigan, USA

Case Study Analysis

Brandon ClaybonVictoria ClemmonsLeigh DurbinKellie KeyesKijeka Lewis


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Table of Contents

Executive Summary..................................................................................................................1

Situation AnalysisIndustry Overview......................................................................................................2-3

Client Proflie................................................................................................................4-5Competitor Analysis.................................................................................................6-9

Consumer Analysis......................................................................................................10

SWOT Analysis....................................................................................................................11-12

Description of Problem.....................................................................................................13

Potential Solutions............................................................................................................14

Target Audiences..............................................................................................................15-16

Goals, Objectives, Strategies & Tactics.............................................................17-18Research Suggestions.........................................................................................................19

Conclusion................................................................................................................................20

References.............................................................................................................................21-22


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Executive Summary

1

Majestic lakes, a diverse population and dynamic scenery are what makethe state of Michigan an ideal travel destination. In recent years the Michigan

tourism industry has played an important role in the success of the states econo-

my. The Michigan Travel Commission has reported $900 million in state revenue

and more than 20,000 jobs thanks to the states tourism industry. Although the

state has had the award-winning communications campaign Pure Michigan to

attract prospective tourists, there is a belief that more can be done to maximize its

full potential.

For several years the Michigan Travel Commissions primary goal was tocreate brand recall awareness of Michigan in hopes of increasing tourism revenue

for the state and to establish itself. However, its goals have fallen short as the ma-

jority of Michigans tourists are Michiganders. Michigans lack of non-residential

travel, as well as its difficulty in differentiating itself from competitors, are proof

that while the Michigan Travel Commission has made great strides in increasing

brand awareness, improvements in brand recognition still need to be made.

This case analysis is an in-depth study of the current situation of Michi-gans tourism industry. We will discuss Michigans consumers and competitors,

the problems Michigan faces and our own suggestions and ideas for improve-

ment.


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Situation AnalysisIndustry Overview

2

Size of Industry

The travel and tourism industry generates $ 1.6 trillion in the United States alone1. Transportation, lodging,

catering, recreation and services are included in calculating the capital generated2.

Demand for this industry will never cease to exist because in todays society travel is an integral part of ourever growing and evolving world. Given that travel is accessible, global demand will continually contribute to this

complex industry. The United Sates is expected to generate $1,640.3 billion by the end of 2009 and grow to $2,961. 3

billion in 2010. More specifically, North Americas travel and tourism demand is expected to reach $1,975.3 billion,

and grow to $3,621.1 billion in 2019. This expected growth for domestic travel in the United States shows a promising

outlook for the future of demand with regard to travel and tourism2.

The travel and tourism industry is comprised of four parts: personal travel, business travel, government ex-

penditures, and visitor exports. Personal travel is all personal spending by an economys residents on services and

goods2. Business travel is expenditures by government and industry, including spending on goods and services for

business travel purposes. Government expenditures contain the outflow of funds made by the government to travel andtourism services. These services are comprised of cultural, recreational or clearance services to the visitors. Finally,

visitor exports are the amount of money visitors spend on goods and services within the United States economy. All

of these aspects contribute to the travel and tourism consumption, which is the total travel and tourism expenditures

made by and on behalf of visitors in the resident economy.2

Seasonality

When and where people travel, how much they spend and the total length of their travels all contribute to the

industry. The average trip duration, in domestic travels, ranges from zero nights to two nights.4 More than 50 percent

of these domestic travelers did not spend the night at all.4 An obvious preference in the time of year is during warm

months, more specifically during June and July. More importantly, most trips are made for the purpose of leisure, withthe mode of transportation to the destination being automobiles, trucks and recreational vehicles. In 2005, 75 percent of

travelers said the main purpose of their trip was for leisure--not business.4

Growth Potential/Forecasts

The U.S. Travel Organization predicts that the unemployment rate in the U.S. will continue to increase over

the next three years. In turn, it predicts that total domestic trips will drop significantly in 2009 and then slowly rebuild.

Trips for business purposes are expected to be the most affected. 5


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Situation AnalysisIndustry Overview

3

The Economy

The travel industry is suffering from the poor state of the economy. In February 2009, the Travel Price Index

decreased six percent compared to the previous year. Lodging prices have risen two percent since January 2009 but are

still 6.4 percent behind February 2008. Airfares have decreased 3.5 percent since last year and 1.5 percent from Janu-

ary 2009. Domestic air revenue passenger miles have decreased 6.8 percent since December 2007 and 3.5 percent since

December 2008. They have however, increased 3.5 percent this year.5

Legal/Regulatory Issues

Electronic System for Travel Authorization

In 2008, the Department of Homeland Security (DHS) implemented the Electronic System for Travel Authori-

zation (ESTA), a new security program. ETSA applies to the 27 countries that participate in the Visa Waiver Program.

The Visa Waiver program allows travelers from participating countries to visit the U.S. for 90 days without a visitor

visa. ESTA requires that visitors submit biographical information as well as travel plans to the DHS prior to their visit.

This information will then be compared to DHS watch lists and must be approved before the visitor arrives. ESTA au-

thorization will need to be renewed every two years and is currently free. Congress views ESTA as an investment and

a protection to the Visa Waiver Program. Two-thirds of overseas travel (more than 15 million visitors) come to the U.S.

and spend roughly $50 billion annually.5

Travel Promotion Act

The Travel Promotion Act of 2007 is a collection of bills that would create a nonprofit corporation that would

increase awareness of U.S. travel policies to foreign visitors. In response to the September 11, 2001 terrorist attacks,

the Department of Homeland Security implemented a number of safety precautions. International travelers, however,

often see these precautions as barriers to entry and travel to the U.S. has decreased. The Travel Promotion Act would

better educate U.S. visitors on international travel in order to make entering the U.S. a more pleasant experience. The

Travel Promotion Act is currently pending in Congress.5

New Car Assessment Program

Eighty percent of U.S. business and leisure travel takes place on the nations highways.5 Because of this high

usage, the Department of Transportation and National Traffic and Highway Safety Administration have developed the

New Car Assessment Program. Beginning with car model year 2011, all new cars will have to undergo an improved

version of the governments 5-star safety test. The new test will include the most drastic changes since 1979.6


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Situation AnalysisClient Profile

4

Attractions

Michigan is the ultimate water-lovers destination since it has more than 11,000 inland lakes, 36,000 miles of riv-

ers, and 3,200 miles of Great Lakes coastline. The Great Lakes coastline has natural attractions such as more than 100 public

beaches, some of the highest freshwater sand dunes in the world, sandstone cliffs, and the Thunder Bay National MarineSanctuary.3 Michigan also has more than 100 lighthouses, maritime museums, shipwreck-diving facilities, and historic mili-

tary museums.3

Michigan also has the opportunities for nature and sports lovers. Ninety-nine state parks provide the perfect atmo-

sphere for water sports, hiking, biking, cross-country and downhill skiing, ice fishing and snowmobiling. 7

Detroit, the largest metropolitan area in Michigan, is home to a symphony orchestra, a theater district, and many mu-

seums ranging from the largest African American History museum to fine art museums to the Henry Ford Museum, Americas

most popular history complex. 8

Creative Strategy

In 2007, the Michigan Tourism Industry Planning Council, with support from Michigan State University and TravelMichigan, developed a communication plan to improve the perception of Michigan and enhance its tourism industrys contri-

bution to the states economy.9 The media campaign used to implement this plan positions Michigan to be a state with supe-

rior natural scenery. Freshwater coastline, sand dunes, the Great Lakes, beaches and waterfalls are just a few of Michigans

natural treasures that are advertised to prospective tourists.

Nearly 70 percent of Michigans tourists are residents of Michigan while 20 percent are residents of sur-

rounding states and Ontario.9 The states reliance on this regional tourism market is problematic because Michigans econ-

omy has been weak for several years and is projected to remain so. The U.S. Census projects growth in this region to lag

behind the rest of the country, which poses a long-term threat to Michigans tourism industry. It faces stiff competition from

other destinations for tourists with higher travel experience expectations.


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Situation Analysis

6

Competitor Analysis

Milwaukee, Wisconsin11

History

Milwaukee is the largest city in the state of Wisconsin and the 22nd largest city in the United States. It is located in

southeastern Wisconsin on Lake Michigans western shore. Milwaukee is a prime location for tourism because it offers a vari-ety of events and attractions for a wide spectrum of audiences. One of the biggest attractions Milwaukee offers is Summerfest,

which according to the Guinness Book of World Records, is the worlds largest music festival. Other significant attractions

include the Allen Bradley Clock tower, the worlds fourth largest clock tower, MillerCoors Brewing Company and professional

sports teams such as the Milwaukee Brewers (baseball), Milwaukee Bucks (basketball) and Milwaukee Admirals (hockey).

Sales

In 2007, Milwaukees tourism industry employed about 64,000 full-time equivalent residents and created close to $1.5billion in wages. In Greater Milwaukee, $2.57 billion in economic impact is attributed to the travel and tourism industry. Dur-

ing 2007, traveler expenditures in the Greater Milwaukee Area contributed more than $410 million in local and state taxes.

Advertising Expenditures

According to a recent statement by Doug Neilson, president and CEO of the Greater Milwaukee Convention andVisitors Bureau, Milwaukee has invested more than $2 million on tourism. Neilson did not disclose Milwaukees exact

expenditures.

Positioning

According to the citys mission statement, the Milwaukee brand strives to be the premier destination for conventions,trade shows and leisure travel through achieving internal and external excellence with selected partners. Based on its attrac-

tions as well as its share of voice and media allocations, Milwaukees target audience is the 24-45 year old demographic of

young professional males. It not only provides this demographic with the accommodations for conferences and trade shows,

but also leisurely activities such as beer tasting and professional sports teams.

New Developments

In its November 30, 2008 edition, The Sunday Journalreferred to Milwaukee as a value destination, and perfectfor people who dont really like vacationing in cities.12 Since this positive feedback from The Sunday Journal, the Greater

Milwaukee Area is using this new coverage to promote the brand for affordable family vacations. There is also an effort from

turning The Brew City into The New City by spotlighting its art and culture. The Great Milwaukee area plans on promot-ing the Milwaukee Art Museum and the Harley-Davidson Museum in its future advertisement campaigns.


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Situation AnalysisCompetitor Analysis

7

Cincinnati, Ohio13

History

Cincinnati is one of the largest cities in the Midwest region of the United States. It is located in southwestern Ohio and is

situated next to the Ohio River and Northern Kentucky boarder. Cincinnati is one of the biggest tourism destinations in the Midwest

because it offers a variety of attractions for all age groups. Family-friendly attractions include Paramounts Kings Island amuse-ment park, the Cincinnati Zoo & Botanical Gardens and Newport Aquarium. Cincinnati also hosts a number of fine arts attractions,

which include the Cincinnati Art Museum, Contemporary Arts Center and the Aronoff Center for the Arts. Like Milwaukee, Wis.,

Cincinnati is home to professional sports team such as the Cincinnati Reds (baseball), Cincinnati Bengals (football), NASCAR and

thoroughbred racing.

Sales

Tourisms economic impact on Cincinnati has increased by 25 percent in the past four years. In 2008, more than $56 mil -

lion was collected through tourism and convention efforts. Total room nights (TRN) averaged 187,887, which was a 6.7 percent

increase from the previous year. More than $44 million was estimated in visitor spending in 2008 and is expected to increase to $56

million within the next few years.

Prepaid expenses, which include advertising expenditures, cost $117,547(unaudited) in 2008 and $103,895 in 2007. Rough -ly 46 percent of the Cincinnati USA Convention and Visitors Bureaus advertising expenditures are print advertisements.

Media Allocation

Cincinnati USA has conducted an aggressive media outreach program by hosting and assisting 68 percent more journalists

in 2008. High-profile conventions have drawn local, regional and national media outlets to the region resulting in 478 stories on

Cincinnati USA, 96 percent of which were placed by Convention and Visitors Bureau. Media that covered Cincinnati USA events

include Associated News, Midwest Living, Every Day with Rachel Rayand the Chicago Tribune.

Communications tactics used by Cincinnati USA include:Print Ad/Articles/Trade Magazines46%

Email/Internet/Web site..15%

Direct Mail9%

Conventions/Trade Shows....9%FAM Invitation/Visit4%

Positioning

The slogan for Cincinnati USA, Memories that follow you home, suggests that Cincinnati USA is positioning itself as the

ideal family vacation destination. Its primary target audience is 35-49 year old married adults who have 2.5 children between the

ages of 4-15. A secondary target audience for Cincinnati USA are national and regional trade organizations interested in a location

for holding conventions and exhibits.

New Developments

More than $2 billion has been spent in the development of downtown Cincinnati and its Riverfront area. In 2006, the Duke

Energy Convention Center, a 750,000+ square feet facility opened and hosts numerous gatherings. The Purple People Bridge, a

pedestrian bridge connecting Newport, Ky, to Cincinnati, also opened in 2006.


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Ontario, Canada14

History

Ontario is the largest province (by population) in Canada. It is located in the east-central region of Canada and borders the

Great Lakes and Michigan. The major cities in Ontario are Toronto, the largest city in Canada, and Ottawa, the nations capital.

Ontario is known for its landscape, such as the Lake Superior coast and LaCoche Mountains, as well as outdoor activities which

include skiing, hiking, kayaking, camping and mountain biking. Ontario is also the hub of wine and culinary attractions, arts and

entertainment venues, prominent spa resorts and PGA golf courses.

Sales

An estimated 114.8 million trips were taken in Ontario in 2006, generating $18.1 billion in visitor expenditures. This U.S.

visitationtoOntario accounted for 17.4 million trips and 2.1 million were from overseas.

PositioningThe Ontario Tourism Marketing Partnership Corporation (OTMPC) identified four primary positioning strategies to targetthose with interests in nature, family activities, the arts and sports:

Promote light outdoors activities (hiking, nature trails) and cultural offerings and performing arts.

Promote family-friendly activities (amusement parks, museums, special events).

Promote city experiences (art galleries, museums), historical sites, golf and casinos.

Promote outdoors activities (skiing, camping, hiking) and city-based festivals and nightlife.

Creative StrategyTo target the four primary target audiences, the OTMPC created two campaigns to reach out to prospective travelers: Dis-

tinctive Getaways and Family Fun.

Distinctive Getaways: Designed to target demographics the OTMPC has named the Young and Restless, High Flyers

and Silver Streaks, the Distinctive Getaways section of the Ontario: Yours to Discover campaign lists activities young and

older adults would enjoy.

Family Fun: Designed to target Footloose Families, the Family Fun section of the Ontario: Yours to Discover campaign

created this easy-to-use Web site that allows families to create itineraries for their trip as well as book lodging and

tranportation.

New DevelopmentsOntario and the Canadian government are investing $2.3 million to support a new marketing campaign. The campaign

plans to target markets across Canada and U.S. border states such as Michigan, Illinois, Minnesota and New York. In 2008 the

Canadas Great Outdoors multi-media campaign, featuring outdoorsman Babe Winkelman, was distributed to the Chicago market

and received positive results.


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Chicago, Illinois16

History

Chicago is the third-largest city in the United States and is the largest city in the state of Illinois. In 2006 more than 44.2

million people vistied Chicago. The city has a long and illustrious history as a convention and meeting site. Major attractions

in Chicago include the Sears Tower, The Chicago Theatre, Navy Pier and Wrigley Field. Chicago is also home to several of the

countrys major professional sports teams such as the Chicago Bears (football), Chicago Cubs and Chicago White Sox (baseball),

Chicago Bulls (basketball) and the Chicago Blackhawks (hockey).

Media Allocation

Launched in fall 2007, choosechicago.com was designed to serve as the gateway to the City of Chicago to enrich the

user experience and enhance Chicagos ability to compete. The following enhancements were added in early 2008: Translations in seven languages (French, German, Spanish, Italian, Japanese, Mandarin and Portuguese)

Interactive mapping with Google Maps

Chicago pictorial video

Customer microsite builder

Site search

New Developments

After the 2008 presidential campaign of Chicago resident Barack Obama, The Chicago Convention and Tourism Bureau

launched the Presidential Chicago campaign to lure domestic and international tourists to the city. Presidential Chicago is a three-

day itinerary of Chicago activities related to President Obama. It includes accommodations with special presidential packagesthat include luxury suits, VIP reservations to Obamas favorite restaurants and spa treatment. Area hotels also take tourists on

Gray Line Tours to visit the neighborhoods where Obama resided.


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Situation AnalysisConsumer Analysis

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Demographics3

The Pure Michigan campaign divides its target demographic into three Life Stage groups. These three groups are

further broken down into seven segments listed as follows:

Age: 18-34

-Free: No children under 18 in the household

-Family: One or more children under 18 in the household.

Age: 35-54

-Free: No children under 18 in the household

-Low Family Household: annual income is less than $50,000 and one or more children under 18 in the household.

-Hi Family Household: annual income is $50,000 or higher and one or more children under 18 in the household.

Age: 55+ Age of the household head.

-Lo Free Household: annual income is less than $50,000 and no children under 18 in the household.

-Hi Free Household: annual income is $50,000 or higher and no children under 18 in the household.

Geographics

The majority of Michigans visitors are Michigan residents or visitors from nearby states. This is beneficial to Michigan

because many travelers have cut back on their travel expenses due to the economic downturn. Those taking shorter trips to nearby

destinations are less affected. Conversely, this can also be viewed as a negative as this will cause Michigan to rely too heavily on

its own residents as a source of revenue.3

Indicators for Michigan Tourism15

!

Positive Negative

Early 2008 winter season promoted skiing Economic RecessionLake levels likely to rise from heavysnowfall

Housing Crisis

Economic conditions and gas prices mayprovide incentives for Michigan residents

to take vacations close to home.

Unemployment

Value of Canadian dollar has strengthened Rising Food Costs

Other foreign currencies are strong against

the dollar (USA relatively less expensive)

Inflation

Retirees (and early retirement packages) Automobile Industry Decline

Events: PGA tour, Rothbury MusicFestival

Detroit Mayoral Scandal


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SWOT Analysis

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Strengths Weaknesses Michigans current tourism campaign has beensuccessful in highlighting the states natural scenery. In

2007, Michigan received two Mercury awards for being

the state with the best advertising campaign and the best

televison commercials10. The advertising partnerships

Michigan formed as a result of the Michigan Tourism

Industry Planning Councils 2007 Strategic Plan are a

prime reason for the campaigns success.

Due to increased advertising capabilities, Michi-

gan has been able to reach a larger out-of-state market.

Since the launch of Michigans 2007 tourism campaign,

the frequency of non-resident visitors has increased byfour percent10.

Michigan has a naturally diverse scenery

Recognized nationally for advertising

campaign

15 advertising partnerships27

Michigan.org recognized as most

popular state tourism website27

Although there are a significant amount of strong quali-

ties the state of Michigan has to offer in the tourism in-

dustry, there are some weaknesses to Michigans tourismsituation.

Low number of out-of-state tourists: Despite

Michigans successful advertising campaign,

out-of-state tourists only comprise 20 percent

of Michigans total visitors. This is an

advertising disappointment because the Michi

gan Tourism Industry Planning Council allo

cated more than 75 percent of its budget to tar

geting non-Michigan residents.

Detroits negative reputation: The

combination of the failing automotive industry

and a violent crime rate 3.38 times the national

average have given Detroit a negative image

that Michigan has yet to combat6.

Less funding than primary competitors:

As discussed in the Client and Competitor

Profiles, Michigan has less funding dedicated to

tourism than its primary competitors. Most of

the primary competitors identified were cities

(rather than states) and still received a higher

tourism budget than Michigan. Ontario even

receives federal funding to stimulate its tourism

market.


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Description of Problem

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Michigans travel/tourism industry struggles can be traced back to prob-lems in three areas: decline in residential travel, lack of differentiation from

nearby/similar travel destinations and the economic issues facing Detroit.

First, Michigan is experiencing a ten percent decline in residential travel.

Because 70 percent of Michigans tourists are residents, any negative change

in residential travel will have detrimental effects on Michigans economy. This

problem can be traced back to a misallocation of funds because more than 75

percent of Michigans tourism advertising dollars were spent on ads targeting

out-of-state tourists.10

Second, Michigan suffers from a lack of differentiation from its surround-

ing competitors. Pure Michigan, Michigans travel and tourism campaign, haslaunched a media campaign in which its advertisements feature pictures and film

of various Michigan attractions. There are no identifying factors to inform the

viewer that they are seeing Michigan until the end of the commercial. Michi-

gans diverse landscape allows its tourists to experience a variety of scenery.

These images however, are not obviously attributed to Michigan.

Finally, Michigan suffers from the negative media attention that surrounds

Detroit. The economic downturn has taken a serious toll on the automotive in-

dustry, leaving the unemployment rate in the Motor City at 22 percent, threetimes the national average.18 Also, Detroit has a violent crime rate that is 3.38

times the national average.17 These combined with such things as the Mayoral

Scandal of March 2008, cast a tainted light on the city of Detroit.


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Potential Solutions

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In order to combat the ten percent decline in residential travel, Michigan should re-

think its allocation of advertising dollars. Currently, Michigan spends more than 75 percent

of its advertising dollars on advertisements targeting out-of-state visitors. Michigan should

consider allocating more funds to target the Michigan residents that make up 70 percent ofits tourists. The launch of a larger in-state advertising campaign would be a sound solution

to this problem.

Next, in order to better differentiate itself from its competitors, Michigan should

focus on brand recognition. Specified placement of a logo would help with brand recogni-

tion and the repetitive nature better etch Michigan into the audiences mind. Essentially, the

clarification of brand/logo placement would clear up any negative confusion.

If Michigan accepts the idea of creating a unique logo, it would result in improved

brand awareness. Potential logos might include Michigan state symbols such as a robin, the

white-tailed deer, the brook trout, the white pine tree, or Dwarf Lake iris/apple blossom.Additionally, a sailboat for a logo is another possibility. A sailboat would be a representa-

tion of the variety of outdoor activities, including an array of water attractions that Michi-

gan offers. If a well thought out logo is created, Michigan can better distinguish itself from

competitors who do not have a widely known logo or slogan.

Some Michigans competitors receive federal funding for their advertising cam-

paigns. One solution to this dilemma is to approach the government for help by providing

Michigan with additional funds. In asking the government for financial assistance, Michi-

gan could implement more services towards the community. If this is achieved, the govern-

ment will be more inclined to assist Michigan with funding. Giving back to the communitywill ultimately demonstrate that Michigan is a socially responsible state. The current eco-

nomic situation could hinder the governments decision to grant the funds, however, this

would be an investment in Michigan as well as a stimulus for the tourism industry.

In order to combat the negative media attention that surrounds the city of Detroit,

Michigan should play up all the positive attributes Detroit has to offer. Detroit has a variety

of different types of museums, as well as numerous family attractions that make Detroit a

family friendly and fun city to visit. These positive aspects of Detroit can and will change

the negative perception of the city. Michigan should consider creating a campaign specifi-

cally for Detroit that mainly focuses on all the positive attributes the city has to offer. Thisendeavor can help improve the negative perceptions many people have of Detroit.


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Target Audiences

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There are several primary secondary target audiences we have identified for a communications cam-paign. Based on the results from successful competitor campaigns, such as Ontario, Canada and Cincinnati,

Ohio, we can target similar market segments as well as add additional publics that will help to increase brand

awareness. We have distributed target audiences in the following:

Primary Audiences:

New Empty Nesters19 45-64 year-olds with households

comprised of couples whose children have recently

moved out of the house19. They are highly affluent,

well educated and are actively fit0. They use travel as a

means to relax, break the routine, and show no interest

in a rest-home retirement.

Fast-Track Families21This demographic cohort uses va-

cationing to spend quality family time. They look for

hassle-free getaways that are usually family-friendly21.

These families are headed by 35-54 year-olds and in-

clude children under the age of 1521. There are 3 million

estimated households in this demographic; most reside

in the Midwestern U.S.21

Retirement Ready22 Retirement Ready represents the older,

slightly less active version of the New Empty Nesters. They are

usually over the age of 65 and are empty-nesters nearing their

retirement years22. When they travel, they are usually more will-

ing to pay more for high-end travel experiences.

Up-and-Comers23: 25-44 year-olds composed of adult singles

and childless couples. They represent the up and coming seg-

ment of young professionals 23. Because they have fast-paced

lifestyles, this group loves to travel both domestically and

abroad23. This market resides in major urban areas of the U.S.


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Target Audiences

Web 2.0: Because several primary target audiences are younger and

more technically savvy, Web 2.0 or social media is a fast source for up-

to-date information on any topic ranging from current events in Michigan

to travel destinations in the United States. Several Web 2.0 resources

include:

o Social NetworksFacebook, MySpace, LinkedIn

o MicroblogsTwitter, Plurk, TweetPeak

o ShareYouTube, Flicker, SlideStreem

o Virtual WorldsSecond Life, HABBO, Club Platinum

Opinion Leaders

Public Officialsstate and national politicians Individuals in the limelight

Professionals (doctors and lawyers)

Executives

Union Leaders

Ethnic Leaders

Secondary Audiences:

Local, National and International Media

Mass media: Newspapers: This would include local Michigan publications, regional publi-

cations, publications in major competitor markets (Cincinnati, Chicago, Torontoand Milwaukee), and national publications such as the Wall Street Journal, USA

Today and the New York Times.

Television stations: Local Michigan affiliates, competitor markets affiliates,

Public Broadcasting Services (PBS), national broadcasting networks (ABC,

CBS, NBC and FOX).

Radio: This would include local AM talk radio in the Michigan and Midwest

markets, local FM radio programming, and national radio programs ESPN Radio

and consumer report programs such as The Clark Howard Show and The Dave

Ramsey Show. ESPN Radio could emphasize the hunting and fishing opportuni-

ties Michigan offers for avid sports fan as well as year-round professional sportsteams for sports fans. Consumer report programs could emphasize the afford-

ability of vacationing in Michigan.

Specialized media: Trade publications: Trade magazines and newsletters from the tourism in-

dustry (U.S. Travel Association and the National Business Travel Association),

convention and trade show industry (Convention Industry Council) and regional

and national business bureaus, such as the Better Business Bureau and local

Rotary clubs.

Travel magazines: There are several travel magazines that target our prospec-

tive primary audiences. These magazines provide feature articles about ideal

travel destinations as well as directories containing contact information on ho-

tels, restaurants and attractions. National travel magazines include the following:

o National Geographic Traveler

o Outside Magazine

o Travel + Leisure

o Travel 50 & Beyondo Vacations Magazine


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Increase the amount of out-of-state travelers to

Michigan.

Increase brand recall and awareness amongdomestic travelers.

To increase out-of-state tourism among domestictravelers in Michigan 20% by 2011.

To improve attitudes of Michigan among domestic

travelers from somewhat favorable to favoralbe by

2011.

Create several personalized communicationscampaigns each relatable to specific demo-

graphics and psychographics.

Position Michigan as a welcoming enviorn-

ment for out-of-state travelers.

Promote age-appropriate activities for thefollowing primary target audiences:

New Empty Nesters

Fast-Track Families Up-and-Comers

Retirement Ready

Increase efforts for Michigan to host eventsthat would bring in out-of-state travelers. These

could potentially include:

Sporting events

Music events

Art shows/festivals

Create brand loyalty programs (such as freeentertainment passes) for Michigan residents.

Objectives

Goals

Tactics

Strategies


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Strategies

TacticsObjectives

Goal

Improve the reputation of Detroit.

Improve relations with the mass media.

To gain support of Metropolitan Detroitamong the mass media by 15 % (accordingto Neilsen Media Research) by 2012.

Position Michigan as a welcoming environ-

ment for out-of-state travelers. Establish a more positive perception ofDetroit.

Establish more innovative communicationsmethods to target secondary audiences:

Local, national and international media

Opinion leaders

Launch a new campaign whose sole focusis to promote Detroit.

Use Web 2.0 to establish quick and easycommunication with specialized media.


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Research Suggestions

The Michigan Travel Commission should consider the following primary

research methods to test the brand awareness/brand recognition of its target

audiences:

Focus groups:

1. Test the effectiveness of advertisements as well as group

members ability to recall important aspects after viewing

2. Find images/ideas that group members immediately associate

with the Michigan brand

Survey

1. Conduct surveys among past, present and future Michigan

tourists to find out qualitative information about visitors stay, returnrate and other opinions about Michigan

Social Media

1. Create social media aspect of Michigan website to receive instant

feedback from website visitors

This research will provide the Michigan Travel Commission with in-

sight on how to improve its advertisements in order to increase brand aware-

ness/brand recognition. It will provide the Michigan Travel Commission

with a better understanding of its target audience as well as the appropriate

measures to take in order to better suit its travelers needs.


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Conclusion

Despite the success of its most recent campaign, the state of Michi-gan has the ability to significantly enhance its position in the U.S. travel

and tourism industry. However, establishing a dominant presence in this

industry will require Michigan to resolve its economic issues as well as to

improve its branding strategy. As previously suggested, potential solutionsincluding obtaining government funding, creating a unique brand logo,

increasing resident advertising, and promoting a positive image of Detroit.

Once accomplished, Michigan will have the tools to become one of the pre-

mier tourist locations in the U.S.


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References1.Travel Industry Fun Facts. Travel Industry Association. 11 April 2009. .

2.Travel and Tourism Economic Impact. World Travel and Tourism Council. 13 April 2009. .3.About Michigan. Pure Michigan. 19 April 2009. .

4.U.S. Travel Market Overview-Trip Characteristics. 11 April 2009. .

5.Travel Industry Performance in 2008. U.S. Travel Association. 23 March 2008. .

6.Consumer Awareness: New Car Assessment Program. National Highway Traffic Safety Administration. De-

partment of Transportation.23 March 2008. .

7.Michigan Snow Sports. Pure Michigan. 23 March 2008. .

8.Shop Metro Detroit. 19 April 2009. .

9.Michigan Tourism Strategic Plans 2007-2011.Michigan Planning and Tourism Council. 30 March 2009. .

10.2007 Research and Review. Michigan Economic Development Corporation. .

11.Greater Milwaukee Convention and Visitors Bureau. 5 April 2009. .

12. Richards, C. Milwaukees Magic: Great Values for your Travel Dollars. The Sunday Journal. 30. Nov.

2008.

13.Cincinnati USA Convention and Visitors Bureau. 6 April 2009. .

14.Ontario Tourism Marketing Partnership. 6 April 2009. .


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References15.Richardson, R. (2008). Michigan Tourism Past Performance and Future Expectations. Driving Tourism

2008, Michigan Lodging and Tourism Conference. April 13-15. Grand Rapids, Michigan. 14 April 2009. .

16.Chicago Convention and Tourism Bureau. 6 April 2009 .

17.Crime Statistics. City Rating.com. (2002). [Graph]. 17 April 2009. .

18.Detroit Unemployment Rate Triple the National Average. Tell Me More. 25 March 2009. .

19.New Empty Nests. 2008 Prizm NE Segmentation System. 17 April 2009. .

20.Boosting Tourism in Northern Ontario. Ontario Tourism Marketing Partnership. 6 April 2009. .21.Fast-Track Families 2008 Prizm NE Segmentation System. 17 April 2009. .

22.Retirement Ready. 2008 Prizm NE Segmentation System. 17 April 2009. .

23.Up-and Comers. 2008 Prizm NE Segmentation System. 17 April 2009. .

24.Make No Little Plans: 2007 Year in Review. Chicago Convention and Tourism Bureau. 6 April 2009. .

25.Milwaukee Called A Value Destination. Greater Milwaukee Convention and Visitors Bureau. 8 Nov. 2008.

.

26.U.S. Travel Market Overview- Travel Volumes and Trends. 11 April 2009 .Working Together to Help Ontarios Tourism Industry Growth: Proposed 2008-

2009 OTMP Marketing Plan. Ontario Tourism Marketing Partnership. 6 April 2009. < http://www.tourismpart-

ners.com/TcisCtrl?language=EN&site=partners&key1=marketing&key2=plan>.

27.2009-2010 OTMPC Marketing Plan. Ontario Tourism Marketing Partnership. March 2009. .22

Documents

My Michigan Tourism Campaign