Pure Michigan Partnership February 13, 2013
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
Brand Architecture
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
BENEFITS OF PARTNERSHIP
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
Benefits of Partnership Featured Event (MI Wine Showcase) Pure Michigan Connect Blog
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! www.michigan.org/michiganwines Michigan Wine Country Explore Michigan Wine Trails w/ Help From Pure Michigan. Get Info! www.michigan.org/michiganwines Higher awareness of Michigan wines by creative agency additional promotion and PR opportunities as they arise
RESULTS
Results Web Referrals from michigan.org (April-August) 2011 2012 Increase Overall* 913 11,066 1,212% *82% of visitors from michigan.org had never visited our site before
Results Web Referrals from michigan.org From markets where we ran radio spots 2011 2012 Increase From Indiana 44 889 2,020% From Ohio 48 616 1,283% From Grand Rapids 23 343 1,491%
Results Web Referrals from michigan.org From markets where we did not run radio spots 2011 2012 Increase From Detroit 289 3,139 1,086% From Chicago 122 1,645 1,348% From Lansing 55 438 796% From Wisconsin 7 140 2,000%
Results Web Referrals from michigan.org to Hot Spot linked pages 2011 2012 Increase Wineries 39 5,654 14,497% Wine Trails 0 3,258 3,258% Events 55 2,307 4,194% Restaurants 305 715 234% Grape Varieties 5 192 3,840% Fast Facts 3 128 4,266%
Results Web Referrals from michigan.org to winery regional pages 2011 2012 Increase SW Wineries 62 2,189 3,530% SE Wineries 44 1,376 3,127% NW Wineries 38 1,200 3,157% NE Wineries 22 686 3,118%
CONCLUSIONS
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
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
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
PROMOTION OPPORTUNITIES
Free Promotion Opportunities Property Listing and Photos
Free Promotion Opportunities Winery and Trail Events Deals and Packages
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
Travel Michigan Contacts Carol Royse Web Specialist (Property Listings) 517-373-3848 roysec@michigan.org Ken Yarsevich Advertising Specialist (Pure Michigan Partnerships) 517-335-4383 yarsevichk@michigan.org Robin Peebles E-Marketing Specialist (E-newsletter) 517-373-7462 peeblesr@michigan.org Michelle Begnoche Communications Specialist (Press Releases) 517-241-0251 begnochem@michigan.org Kelly Wolgamott Director of Marketing MEDC/Travel Michigan 517-241-5004 wolgamottk@michigan.org
QUESTIONS? Karel Bush Promotion Specialist Michigan Grape and Wine Industry Council Michigan Department of Agriculture & Rural Development BushK9@michigan.gov 517-241-4468 facebook.com/vintagemichigan twitter.com/michiganwines