3.  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 Tips for Working with your State’s Travel Bureau

4. 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

5. 2014 Chicago Bus Wrap

6. Pure Michigan 400 Michael Finney

7. Pure Michigan & Detroit Tigers

8. Pure Michigan & Coca Cola

9. Pure Michigan & Detroit Grand Prix

10. Pure Michigan & Kroger

11. Pure Michigan & Absopure

12. Signage at State Entry Points

13. TODS Signage

14. New Standard License Plate

15.  Current: · 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

16. 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

19. 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

20. Wines of Pure Michigan | Brand Architecture HonestHard Working From Great Lakes Come Great Wines The Way Wine Is Meant To Be Enjoyed 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 skill the 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 Savor The Taste of Pure Michigan MajesticMythicMagical Brand Promise Strategic Message Pillars Key Support Pure Michigan Brand Personality Brand Positioning Message Platform Target: Wine Enthusiasts – Novice and Up Michigan, Chicagoland, Midwest Authentic Destinations Abundant Natural Beauty Unique Experiences

22. Michigan.org

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

25. Michigan Grape and Wine Industry Council 15498

26. 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 Wines of Pure Michigan | Media Buy

27. 2013 Media Flowchart

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

29. Michigan Grape and Wine Industry Council 15498

30. $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

31. michigan.org Most popular state tourism web site in U.S. in 2013, seventh year in a row 1.michigan.org5.68% market share 2.Virginia5.21% 3.Florida5.00% 4.Arkansas4.86% 5.Hawaii4.56% 6.Oklahoma3.63% 7.North Carolina3.42% 8.Alaska3.37% 9.Colorado3.32% 10.Minnesota2.84% Source: Experian Hitwise

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

33. 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

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

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

36.  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 Tips for Working with your State’s Travel Bureau

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