Pure Michigan Partnership. February 13, 2013

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1 Pure Michigan Partnership February 13, 2013

2 Creating the Campaign The Pure Michigan creative team created a messaging strategy for Michigan wines by bringing together: Council s Promotion Committee Members Council s Creative Agency (LKF Marketing) Council Staff Travel Michigan Staff MSU MBA Marketing professors

3 Brand Architecture

4 2012 Pure Michigan Campaign $25,000 (+ $25,000 match = $50,000 total) April through August 30-second Radio Spots Toledo, OH Fort Wayne, IN South Bend, IN Grand Rapids, MI

5 BENEFITS OF PARTNERSHIP

6 Benefits of Partnership Radio Campaign $25,000 match from Travel Michigan Featured Destination (Hot Spot) on michigan.org... The most visited state tourism website six years in a row

7

8 Benefits of Partnership Featured Event (MI Wine Showcase) Pure Michigan Connect Blog

9 Benefits of Partnership Customized Logo Google AdWords Pay-per-click Campaign Plan a Trip ad got 10 times the clicks as Get Info Michigan Wine Country Explore Pure Michigan For Info On Michigan Wineries. Plan A Trip! Michigan Wine Country Explore Michigan Wine Trails w/ Help From Pure Michigan. Get Info! Higher awareness of Michigan wines by creative agency additional promotion and PR opportunities as they arise

10 RESULTS

11 Results Web Referrals from michigan.org (April-August) Increase Overall* ,066 1,212% *82% of visitors from michigan.org had never visited our site before

12 Results Web Referrals from michigan.org From markets where we ran radio spots Increase From Indiana ,020% From Ohio ,283% From Grand Rapids ,491%

13 Results Web Referrals from michigan.org From markets where we did not run radio spots Increase From Detroit 289 3,139 1,086% From Chicago 122 1,645 1,348% From Lansing % From Wisconsin ,000%

14 Results Web Referrals from michigan.org to Hot Spot linked pages Increase Wineries 39 5,654 14,497% Wine Trails 0 3,258 3,258% Events 55 2,307 4,194% Restaurants % Grape Varieties ,840% Fast Facts ,266%

15

16 Results Web Referrals from michigan.org to winery regional pages Increase SW Wineries 62 2,189 3,530% SE Wineries 44 1,376 3,127% NW Wineries 38 1,200 3,157% NE Wineries ,118%

17 CONCLUSIONS

18 Conclusions The campaign was successful Dramatic increase in traffic from markets where our radio campaign aired Equally dramatic increase from other markets where Pure Michigan has a strong presence (esp. Chicago and Detroit) Pure Michigan message airing in all markets is driving traffic to michigan.org while on the website, they re also checking out other Hot Spots, including Michigan Wines

19 Conclusions Traffic to all pages increased considerably from April to August Dramatic increase in traffic to those pages linked from the Hot Spot page Our Hot Spot status on michigan.org is the most valuable benefit of the partnership

20 2013 Pure Michigan Campaign 30-second Radio Spots April through August $25,000 for: Toledo, OH Fort Wayne, IN South Bend, IN Grand Rapids, MI Green Bay, WI $25,000 for Detroit Will be interesting to see how this impacts traffic from Detroit compared to 2012

21 PROMOTION OPPORTUNITIES

22 Free Promotion Opportunities Property Listing and Photos

23 Free Promotion Opportunities Winery and Trail Events Deals and Packages

24 Free Promotion Opportunities Send Press Releases to Michelle Begnoche Submit E-newsletter Articles for Consideration to Robin Peebles No individual properties Wine Trails/CVBs tie in multiple attractions, area tours, packages, shopping

25

26 Travel Michigan Contacts Carol Royse Web Specialist (Property Listings) Ken Yarsevich Advertising Specialist (Pure Michigan Partnerships) Robin Peebles E-Marketing Specialist (E-newsletter) Michelle Begnoche Communications Specialist (Press Releases) Kelly Wolgamott Director of Marketing MEDC/Travel Michigan

27 QUESTIONS? Karel Bush Promotion Specialist Michigan Grape and Wine Industry Council Michigan Department of Agriculture & Rural Development facebook.com/vintagemichigan twitter.com/michiganwines

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