This document summarizes three important events that occurred in Michigan tourism in 2006: 1) Travel Michigan, MSU, and MLTA combined their tourism conferences, resulting in over 900 attendees, the largest event yet. 2) MSU's Don Holecek led the development of Michigan's first tourism strategic plan with input from hundreds of participants. 3) The "Pure Michigan" brand was launched in 2006 with an initial TV commercial about Michigan's water and a budget of $5.7 million focused on Chicago, Indianapolis, Cleveland, Milwaukee, Cincinnati, and Ontario, Canada.

2. Three Important Events in 2006
1. Travel Michigan, MSU and
MLTA combine conferences
2. First Michigan Tourism Strategic
Plan underway
3. Pure Michigan launches

3. Travel Michigan, MSU and MLTA
Combine Conferences in 2006
Three small, 50-300 attendee events decide to
join forces
Today 900+ attendees, biggest ever
(our goal: 1000 attendees)
Conference Planning Committee
(TM, MSU, MLTA, MACVB,TC, WMTA)

4. Michigan Tourism Strategic
Plan Underway in 2006
MSU’s Don Holecek “nudges” industry to
commit to and fund first such plan
Hundreds participate in process
Result: 2007-2011 Michigan Tourism
Strategic Plan
Travel Commission leads on
implementation
2012-2017 plan flows from first plan

5. In 2006, we created a new brand
for Michigan

6. 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:
“Water”

7. 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

8. 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

9. 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.)

10. 2012 National Cable Buy

11. 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

12. 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
Avg. state tourism budget $14.5 million
Source: U.S. Travel Association

13. 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

14. Final 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

15. 2010 Leisure Visitor Spending
2010 Leisure Visitor Spending (in billions)
(in billions)
1) Florida $57.7
2) California $57.5
3) Texas $28.1
4) Nevada $25.4
5) New York $22.2
6) Pennsylvania $16.9
7) Ohio $15.8
8) N. Carolina $15.4
9) Illinois $14.7
10) Arizona $13.5
14) Michigan $12.7
Source: D.K. Shifflett

16. Awareness of 2010 Pure Michigan
Campaign
Regional Market National Market
*Saw at least one ad Source: Longwoods International

17. Awareness of 2011 Pure Michigan
Campaign
Regional Market National Market
*Saw at least one ad Source: Longwoods International

18. 2011 Michigan Tourism Data
• MI hotel occupancy @ 55.3%, up 6.9%
(U.S. hotel occupancy @ 60.1%, up 4.4%)
• MI RevPAR @ $44.52, up 10%
(U.S. RevPAR @ $61.06, up 8.2%)
Source: Smith Travel Research

19. Impact of 2011 Pure Michigan Ads on
State’s National Image
* Saw at least one ad Source: Longwoods International

20. 2011 vs. 2010 Michigan’s National Image
Source: Longwoods International

21. 2011 National Product Delivery vs. Image
* Visited in past two years Source: Longwoods International

22. 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

23. The Wilds of
Michigan
Marquette
The Great Waters
Sault Ste Marie
St. Ignace
Statewide Partnerships
Harbor Springs Mackinac Island
Michigan Snowsports Charlevoix Alpena
Industry Association
Thunder Bay Resort
Michigan Apple Traverse City
Committee Gaylord
Cadillac
Michigan Wine Council Silver Lake Sand Dunes Sunrise Coast
Michigan Ag Council Ludington Great Lakes Bay Region
Tullymore Golf Resort Frankenmuth
Big Rapids
Blue Water Area
Muskegon
Michigan Adventure Flint & Genesee
Mt. Pleasant County
Beachtowns Lansing
Grand Rapids Detroit
Kalamazoo
Ann Arbor
Kalamazoo Air Zoo
The Henry Ford
Coldwater Country
Jackson Monroe

24. michigan.org
Most popular state tourism web site in U.S.
in 2011, fifth year in a row
1. 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

25. Michigan Travel Ideas
1,000,000 printed
650,000 polybagged
with March/April
Midwest Living
Zinio edition online

26. The Brand Goal

27. Consumer enewsletter

28. Pure Michigan blog

29. Pure Michigan YouTube Channel

30. Pure Michigan on flickr

31. twitter.com/puremichigan

32. facebook.com/puremichigan.org

33. Pure Michigan store

34. Michael Finney
NASCAR Brand Promotion on ESPN

35. Inaugural Pure Michigan 400
• 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

36. Pure Michigan Brand Expansion

37. Pure Michigan Brand Expansion

38. “Mitten Envy”

39. “Mitten Envy”

40. “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

41. Announce New Brand Partnership

42. 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

43. 2012 Coca Cola Partnership

44. 2012 Coca Cola Partnership

45. 2012 Coca Cola Partnership

46. 2012 Coca Cola Partnership
Welcome our new partners:
Matt Barribeau, Market Unit VP, Michigan
Mark Krause, Sales Director, Michigan
Katelyn Jackson, Public Affairs &
Communication
Coca Cola has 3 manufacturing facilities, 8
distribution centers, 2300 employees in MI

47. 2010 Leisure Visitor Spending
2010 Leisure Visitor Spending (in billions)
(in billions)
1) Florida $57.7
2) California $57.5
3) Texas $28.1
4) Nevada $25.4
5) New York $22.2
6) Pennsylvania $16.9
7) Ohio $15.8
8) N. Carolina $15.4
9) Illinois $14.7
10) Arizona $13.5
14) Michigan $12.7
Source: D.K. Shifflett

48. Pure Michigan: 2006, 2012, 2017
We are at the beginning of a journey…..
What can we achieve?
A top U.S. travel destination?
A major international travel destination?
A reputation as America’s perfect summer
destination?

49. Pure Michigan: 2006, 2012, 2017
Achieving these would mean:
• Millions of new visitors to the state
• Billions of dollars spent at Michigan
businesses
• Tens of thousands of new jobs statewide
• Tens of millions in new state tax
collections

50. MEDC/Travel Michigan Breakouts
2:15 pm – Selling Internationally
Dave Lorenz, George Zimmermann
3:15 pm – Plug into Travel Michigan’s PR
Michelle Begnoche, Erin Burden, Jacquie Goetz
3:15 pm – Expanding the Pure Michigan Brand
Elizabeth Parkinson, Kelly Wolgamott
4:15 pm – Inspiring Tourism through Social Media
Chad Wiebesick, Shaun Aukland
4:15 pm – Funding Tourism Development
Paul Brown, Jon Nunn
Trade Show – how to update your info on michigan.org
Carol Royce, Bonnie Fink

51. George Zimmermann
Vice President for Travel Michigan
Michigan Economic Development
Corporation
zimmermanng@michigan.org