Tips for Working with your State’s Travel Bureau

2. Tips for Working with your State’s Travel Bureau • Wineries vary in how they see their relationship to tourism • Seize opportunities with your state’s travel bureau • Develop long term relationships with travel staff • Deliver on the “Promise” • Use data effectively to highlight opportunities and measure results

3. Four 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

4. 2014 Chicago Bus Wrap

5. Michael Finney Pure Michigan 400

6. Pure Michigan & Detroit Tigers

7. Pure Michigan & Coca Cola

8. Pure Michigan & Detroit Grand Prix

9. Pure Michigan & Kroger

10. Pure Michigan & Absopure

11. Signage at State Entry Points

12. TODS Signage

13. New Standard License Plate

14. Pure Michigan Logo Use Current: ·         100% fresh products ·         75% processed products Note: ingredients must come from a Michigan farm or animal to be considered “sourced” in Michigan.

15. 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

18. 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 Tours

19. Wines of Pure Michigan | Brand Architecture Target: Wine Enthusiasts – Novice and Up Michigan, Chicagoland, Midwest Brand Positioning Savor The Taste of Pure Michigan Message Platform From Great Lakes Come Great Wines Abundant Natural Beauty Authentic Destinations Unique Experiences • The Fruit of Natural Beauty • World class wines from grapes nurtured to greatness by Pure Michigan • Pure, unspoiled nature • Welcoming climate • Glacially sculpted landscape provides the terrain and soil perfect for wine creation Authentically Crafted • Made with pride and skillthe Pure Michigan way • Passionately grown, not mass produced, no two wines are alike • Smaller, family-owned businesses producing exclusive and handmade wines • Locally grown grapes bring to life an authentic soil to glass taste Celebrated and Shared By All • More than 90 friendly, intimate wineries to taste and take in the majesty of Michigan wine country • Unique festivals, tours, and experiences throughout the year to celebrate the character and wine varieties of the Michigan seasons • Experiences and tastes that make everyone feel at home, from newbie to expert Strategic Message Pillars Key Support Brand Promise The Way Wine Is Meant To Be Enjoyed Pure Michigan Brand Personality Majestic Mythic Magical Honest Hard Working

21. Michigan.org

23. Wines of Pure Michigan | Creative Pure Michigan Ads Wines of Pure Michigan Radio Ad http://www.youtube.com/watch?v=53VTKiyNImo&list=PLN-hqVuMmUAbwu1aklcSntt8onKb9I2yv

25. Wines of Pure Michigan | Media Buy • Target Markets • Detroit, Fort Wayne, Grand Rapids, Green Bay, South Bend, & Toledo • Target Audience • W25-54 • Media Considerations • Radio • Flight Dates • Spring/Summer: May – July • Budget • $100,000

26. 2013 Media Flowchart

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

29. Pure Michigan Results 2013 • $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

30. michigan.org Most popular state tourism web site in U.S. in 2013, seventh year in a row • michigan.org 5.68% market share • Virginia 5.21% • Florida 5.00% • Arkansas 4.86% • Hawaii 4.56% • Oklahoma 3.63% • North Carolina 3.42% • Alaska 3.37% • Colorado 3.32% • Minnesota 2.84% Source: Experian Hitwise

31. George Zimmermann V.P. Michigan Economic Development Corporation – Tourism Retiring April 30, 2014 Best wishes on your retirement, George!

32. The 2012-2017 Michigan Tourism Strategic Plan Dr. Sarah Nicholls Depts of CSUS & Geography, MSU Developing and Implementing the 2012-2017 Michigan Tourism Strategic Plan

33. Michigan is one of America’s favorite four seasons travel experiences

34. Versions of the Final Plan • Executive Summary • Full plan • Without appendices (45 pages) • With appendices (414 pages) • PDFs online • http://tourismplan.anr.msu.edu/

35. Tips for Working with your State’s Travel Bureau • Wineries vary in how they see their relationship to tourism • Seize opportunities with your state’s travel bureau • Develop long term relationships with travel staff • Deliver on the “Promise” • Use data effectively to highlight opportunities and measure results

36. Linda Jones Michigan Grape and Wine Industry Council jonesL9@michigan.gov