tips for working with your state’s travel bureau

PowerPoint Presentation

Wineries vary in how they see their relationship to tourism

Seize opportunities with your states travel bureau

Develop long term relationships with travel staff

Deliver on the Promise

Use data effectively to highlight opportunities and measure results

Tips for Working with your States Travel BureauFour Keys to Pure Michigan

A powerful brand that inspires confidence and produces results Data that proves the effectiveness of the campaign Industry leadership and unity supporting the data and the brand

Sufficient budget to promote the brand

32014 Chicago Bus Wrap

4Pure Michigan 400 Michael Finney

Pure Michigan & Detroit Tigers

6 Pure Michigan & Coca Cola

7 Pure Michigan & Detroit Grand Prix

8 Pure Michigan & Kroger

9 Pure Michigan & Absopure

10

Signage at State Entry Points

11

TODS Signage

12 New Standard License Plate

13Current: 100% fresh products 75% processed products

Note: ingredients must come from a Michigan farm or animal to be considered sourced in Michigan.

Pure Michigan Logo Use

Partnership Opportunity

Paid Advertising radio, TV, billboard customized message

$25,000 minimum partner investment

Travel Michigan matches the dollar to make the media buy

Travel Michigan leads the messaging around partner attributes/ brand architecture

Radio, TV, Billboard programs available

In-state, regional or national campaigns

Partner Benefits Value Added

Paid Advertising radio, TV, billboard customized message

Hot Spot placement

Customized Logo

Consumer E-newsletter articles - 525,000 consumers

Social Media Campaigns

WJR Travel Michigan Radio Show

FAM ToursWines of Pure Michigan | Brand ArchitectureHonestHard WorkingFrom Great Lakes Come Great WinesThe Way Wine Is Meant To Be EnjoyedThe Fruit of Natural BeautyWorld class wines from grapes nurtured to greatness by Pure MichiganPure, unspoiled natureWelcoming climateGlacially sculpted landscape provides the terrain and soil perfect for wine creationAuthentically CraftedMade with pride and skill the Pure Michigan wayPassionately grown, not mass produced, no two wines are alikeSmaller, family-owned businesses producing exclusive and handmade winesLocally grown grapes bring to life an authentic soil to glass taste

Celebrated and Shared By AllMore than 90 friendly, intimate wineries to taste and take in the majesty of Michigan wine countryUnique festivals, tours, and experiences throughout the year to celebrate the character and wine varieties of the Michigan seasonsExperiences and tastes that make everyone feel at home, from newbie to expert

Savor The Taste of Pure MichiganMajesticMythicMagicalBrand PromiseStrategic Message Pillars

Key Support Pure MichiganBrand PersonalityBrand Positioning

Message PlatformTarget: Wine Enthusiasts Novice and UpMichigan, Chicagoland, Midwest Authentic DestinationsAbundant Natural BeautyUnique Experiences19

Michigan.org

Pure Michigan Adshttp://www.youtube.com/watch?v=53VTKiyNImo&list=PLN-hqVuMmUAbwu1aklcSntt8onKb9I2yv

Wines of Pure Michigan Radio Ad

Wines of Pure Michigan | Creative

Michigan Grape and Wine Industry Council15498Target Markets Detroit, Fort Wayne, Grand Rapids, Green Bay, South Bend, & ToledoTarget Audience W25-54Media Considerations RadioFlight Dates Spring/Summer: May JulyBudget $100,000Wines of Pure Michigan | Media Buy2013 Media Flowchart

Monthly breakdown of visits from Michigan.org to michiganwines.com (FY13)Hot Spot on Michigan.org March 15-August 31

Michigan Grape and Wine Industry Council15498

$13 million in out-of-state spring/summer advertising

Motivated 4 million trips to Michigan 2.4 million from the region (IL, IN, OH, WI, MO, Ontario) 1.6 million from outside the region

Those visitors spent $1.2 billion at Michigan businesses

Those visitors paid $87 million in Michigan sales tax

The state made $6.66 for each dollar spent on Pure Michigan spring/summer advertising in 2013 Every data point is a new record

Source: Longwoods International

Pure Michigan Results 2013

michigan.orgMost popular state tourism web site in U.S. in 2013, seventh year in a rowmichigan.org5.68% market shareVirginia5.21%Florida5.00%Arkansas4.86%Hawaii4.56%Oklahoma3.63%North Carolina3.42%Alaska3.37%Colorado3.32%Minnesota2.84%

Source: Experian Hitwise

30

George Zimmermann

V.P. Michigan Economic Development Corporation Tourism

Retiring April 30, 2014Best wishes on your retirement, George!31The 2012-2017 Michigan Tourism Strategic PlanDr. Sarah NichollsDepts of CSUS & Geography, MSUDeveloping and Implementing the 2012-2017 Michigan Tourism Strategic Plan32Michigan is one of Americas favorite four seasons travel experiences Executive SummaryFull planWithout appendices (45 pages)With appendices (414 pages)PDFs onlinehttp://tourismplan.anr.msu.edu/

Versions of the Final Plan

Wineries vary in how they see their relationship to tourism

Seize opportunities with your states travel bureau

Develop long term relationships with travel staff

Deliver on the Promise

Use data effectively to highlight opportunities and measure results

Tips for Working with your States Travel BureauLinda Jones

Michigan Grape and Wine Industry Council

jonesL9@michigan.gov

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Radio Detroit Radio285$61,980Fort Wayne Radio265$5,980Grand Rapids Radio265$9,247Green Bay Radio265$10,418South Bend Radio265$4,618Toledo Radio265$7,354

Radio Total1,610$99,596

Grand Total1,610$99,596

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