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Tips for Working with your State’s Travel Bureau

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”

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Tips for Working with your State’s Travel Bureau

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  1. 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
  2. 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
  3. 2014 Chicago Bus Wrap
  4. Michael Finney Pure Michigan 400
  5. 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
  13. 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.
  14. 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
  15. 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
  16. 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
  17. Michigan.org
  18. Wines of Pure Michigan | Creative Pure Michigan Ads Wines of Pure Michigan Radio Ad http://www.youtube.com/watch?v=53VTKiyNImo&list=PLN-hqVuMmUAbwu1aklcSntt8onKb9I2yv
  19. 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
  20. 2013 Media Flowchart
  21. Monthly breakdown of visits from Michigan.org to michiganwines.com (FY13)Hot Spot on Michigan.org March 15-August 31
  22. 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
  23. 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
  24. George Zimmermann V.P. Michigan Economic Development Corporation – Tourism Retiring April 30, 2014 Best wishes on your retirement, George!

  25. 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

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

  27. Versions of the Final Plan Executive Summary Full plan Without appendices (45 pages) With appendices (414 pages) PDFs online http://tourismplan.anr.msu.edu/
  28. 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
  29. Linda Jones Michigan Grape and Wine Industry Council jonesL9@michigan.gov
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