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2015
TRAVEL MICHIGAN MARKETING OPPORTUNITIES
Pure Michigan Advertising Marketing Partnership Program
The Advertising Partnership Program extends the marketing reach of the Michigan travel
industry and Michigan Economic Development Corporation (MEDC)/Travel Michigan by
leveraging marketing dollars to promote Michigan. The program’s key awareness target markets
are Chicago, Cleveland, Indianapolis, Cincinnati, Milwaukee, Dayton, Columbus, St. Louis,
Southern Ontario and Toronto. Feeder markets are Toledo, Green Bay/Appleton, South Bend
and Fort Wayne. Key in-state markets are Detroit, Grand Rapids, Lansing, Flint, Saginaw/Bay
City, Battle Creek/Kalamazoo and Traverse City. Based on a financial commitment from
MEDC/Travel Michigan and potential partner(s), a specific strategic promotional campaign is
jointly created utilizing television, radio, digital and print advertising, web site and online
promotion, public relations and social media efforts. This is a dollar-for-dollar matching fund
program.
Minimum Partner Financial Requirements:
• In-State:
o Detroit only
$25,000
o In-state remainder
$25,000
Total In-State
$50,000
•
Out-of-state/Feeder
o Feeder
o Chicago only
o Canada
$25,000
$55,000
$57,700 - $144,000
(depending on market & medium)
o
Other Awareness markets
$30,000
Proposals must be submitted no later than:
• January 31, 2015, for a 2015 fall partnership
• March 30, 2015, for a 2015 winter partnership
• May 25, 2015 for a 2016 spring/summer partnership
MEDC/Travel Michigan’s partnership guidelines are available at
http://ref.michigan.org/mtr/marketing/.
Contact:
Ken Yarsevich, (517) 335-4383
yarsevichk@michigan.org
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National Cable Partnership Program
The goal of the Marketing Partnership Program is to extend the marketing reach of the Michigan
travel industry and Pure Michigan by leveraging marketing dollars to promote Michigan and
industry partners. The National Cable Partnership Program is part of that effort to increase the
public’s awareness of both Michigan and the partner through a co-branded message.
Requirements:
• $500,000 partnership commitment
o $1 million total partnership with MEDC/Travel Michigan ($500,000 match)
o Estimated:
 8 – 10 cable TV networks
 4 weeks – 220 spots/55 per week
MEDC/Travel Michigan’s partnership guidelines are available at
http://www.michigan.org/mtr/marketing/.
Proposals must be submitted no later than March 28, 2015 for a 2016 national partnership.
Contact:
Ken Yarsevich, (517) 335-4383
yarsevichk@michigan.org
Pure Michigan Logo Requests
Businesses can now request use of the Pure Michigan logo on various items including websites,
brochures, packaging labels, etc. Each use of the logo requires a separate request for legal and
auditing reasons. The logo should be used in a secondary manner and the required placement
of the Pure Michigan logo is the lower right- or left-hand corner. A sample demonstrating how
the logo would be used is required upon submission. To fill out the logo request form go to
http://www.michiganbusiness.org/logo-request/.
Contact:
Kelly Wolgamott, (517) 241-5004
wolgamottk@michigan.org
Tourist-Oriented Directional Signs (TODS) Program
Businesses serving travelers and tourists can have signs erected along Michigan highways and
state roads under the TODS program offered by the Michigan Department of Transportation
(MDOT) in partnership with Michigan Logos, Inc. For additional information, please visit
http://www.michigan.gov/mdot/0,1607,7-151-9625-53460--,00.html.
Contact:
Mike Kovalchick, Michigan Logos, Inc., (517) 337-2267 or (888) 645-6467
mkovalchick@interstatelogos.com
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2015 Pure Michigan Travel Guides
•
Spring/Summer Travel Publication – During 2015, Travel Michigan will produce three
seasonal travel guides to showcase Michigan destinations and the Pure Michigan brand.
The 2015 Pure Michigan Spring/Summer Travel Guide will be available in mid-February.
Again this year, Travel Michigan will print 1 million copies of which 650,000 will be
proactively distributed with the March/April 2015 issue of Midwest Living, and the
remaining 335,000 copies will be distributed for various media and public relations
events.
The guide will also be available at the 14 Michigan Welcome Centers across the state as
well as in a free, universally accessible digital edition, which will allow users to access
the guide from their desktop and laptop computers, smartphones and tablets.
Reader service is an added-value to all 1⁄6-page and larger advertisers in the
Spring/Summer Travel Guide. Additionally, a hyperlink will be included for all 1⁄6-page
and larger advertisers in the digital version of the guide on both Travel Michigan and
Midwest Living websites.
Pure Michigan 2015 Spring/Summer Travel Guide Advertising Opportunities
o October 21, 2014 – Ad closed
o Mid-February 2015 – Delivery
Contact:
•
Robin Peebles, (517) 373-7462
peeblesr@michigan.org
Fall and Winter Travel Publications – Travel Michigan will produce 100,000 copies
each of the Pure Michigan Fall Travel Guide and the Pure Michigan Winter Travel Guide.
Both guides will be distributed for media events and upon consumer requests. They will
also be available at the 14 Michigan Welcome Centers across the state as well as in a
free, universally accessible digital edition.
Pure Michigan 2015 Fall Travel Guide Advertising Opportunities
o March 1, 2014 – Ad rates for 2014 announced
o May 15, 2015 – Ad closing
o July 24, 2015 – Delivery
Pure Michigan 2015 Winter Travel Guide Advertising Opportunities
o March 1, 2014 – Ad rates for 2014 announced
o July 15, 2015 – Ad closing
o September 25, 2015 – Delivery
Contact:
Robin Peebles, (517) 373-7462
peeblesr@michigan.org
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eNewsletter Campaign
The Consumer eNewsletter Campaign highlights destinations, special offers, events, feature
interests and new attractions. It is intended to increase web traffic to michigan.org as well as to
industry websites. The newsletter is distributed bi-monthly to an opt-in audience of nearly
550,000 subscribers. Organizations wishing to submit content for consideration may provide
details and/or a 250-word article to Travel Michigan at least 30 days prior to the month in which
the event takes place.
Contact:
Robin Peebles, (517) 373-7462
peeblesr@michigan.org
Pure Michigan Featured Deals Program
Each month, the Michigan travel industry has the opportunity to promote featured online travel
discounts, last-minute specials and special offers in a monthly Pure Michigan broadcast email.
The Michigan Featured Deals Program is designed to take advantage of the growing number of
consumers who search michigan.org for specific information on deals and discounts.
The monthly Featured Deals email is sent out on the first Thursday of the month to more than
300,000 subscribers and is posted for the entire month on michgan.org. Rates and registration
can be obtained through TwoSix Digital. Discount rates are available for multi-buys.
Contact:
Dave Serino, (810) 360-0170
dave@twosixdigital.com
Fall Color Updates Email Campaign
Throughout the fall season (September/October), the Michigan tourism industry has the
opportunity to provide weekly fall color updates as well as promote added-value packages and
events in the Travel Michigan Fall Color Update newsletter. Sent out every Thursday during the
fall color season to more than 200,000 opt-in subscribers, this update is designed to keep
consumers posted on key fall color destinations, describe scenic driving tours, link to great fall
packages and provide information on fall activities around the state. Industry members are
invited to participate in this program by completing a weekly survey of color development for
your destination.
Contact:
Robin Peebles, (517) 373-7462
peeblesr@michigan.org
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Social Media Campaigns
Travel Michigan participates in various social media platforms including Facebook, Twitter,
Google+, Instagram, Pinterest, Foursquare, Flickr and Pure Michigan Connect, Michigan’s
official travel and tourism blog. Travel Michigan uses these platforms to inform, inspire and
engage with our audience. By participating with timely, genuine and compelling content we have
become a relevant influence in the Michigan travel “conversation,” building social authority.
The social media program, through Facebook posts, Twitter tweets, Google+ updates, and
guest blog posts, highlight special offers, events, feature interests, new attractions and
activities. The program provides additional exposure and reach to over one million people
following Pure Michigan’s social media channels. Organizations wishing to submit content for
consideration must provide details to Travel Michigan at least two weeks prior to the
publish/post date.
One of the easiest ways to participate is to share your travel photo(s) with us by using the
hashtag #PureMichigan on Twitter and Instagram or by posting your photo to the Pure Michigan
Facebook page. We routinely retweet and share photos sent to us on our social networks as a
way to inspire people to dream about visiting Michigan.
Facebook/Twitter/etc. – Please confirm content is already included on michigan.org. Send
email request to wiebesickc@michigan.org. Include a short description, web link and contact
information.
Guest Blog – We publish consumer-based travel experiences highlighting Michigan vacation
activities, events and trips. For additional information and submission details, visit
http://www.michigan.org/blog/be-a-guest-blogger/.
Contact:
Chad Wiebesick, (517) 335-1083
wiebesickc@michigan.org
Social Media Partnership Program
The Pure Michigan Social Media Partnership Program allows Pure Michigan marketing
advertising partners (see above) to share tourism-related updates to a large and loyal audience
via paid advertising as a Promoted Post on Pure Michigan’s Facebook page. Promoted Posts
reach more people and stay visible for more days than is typically feasible with organic posts.
Pure Michigan has one of the largest Facebook audiences of any state Destination Marketing
Organization in the nation. Inventory is on a first-come, first-served basis and content, creative
and timing will be determined in coordination with the partner. The partner must commit $500
per Promoted Post, which Travel Michigan will match.
Social media partnership guidelines are available at http://www.michigan.org/industry/marketing.
Contact:
Chad Wiebesick, (517) 335-1083
wiebesickc@michigan.org
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Public Relations
The Travel Michigan PR team works to garner earned media coverage using various tactics,
including those listed below. The PR team targets media on a regular basis with timely story and
interview ideas. Many times the team looks to the industry to provide information, participate in
on-air interviews, and provide sample products or similar items. Quick response time is
paramount to the success of media placements. Your prompt attention is encouraged and
appreciated.
•
In-market Media Visits – Travel Michigan pitches key awareness and feeder markets
(Chicago, Cincinnati, Cleveland, Columbus, Fort Wayne, Green Bay / Appleton,
Indianapolis, Milwaukee, South Bend, Southern Ontario, Toledo) on an ongoing basis
with ideas for on-air interviews, in-studio radio interviews and desk side visits. Share
your ideas with the Travel Michigan PR team.
Contact:
•
Michelle Grinnell, (517) 241-0251
grinnellm@michigan.org
Travel Michigan on WJR – Travel Michigan produces a weekly travel radio show
Sunday evenings on WJR AM-760, and throughout the weekend on other stations
across the state. Ideas for interviews (unique destinations, attractions and the people
behind the story) are appreciated.
Contact:
Michelle Grinnell, (517) 241-0251
grinnellm@michigan.org
Amanda Munson, (517) 373-0671
munsona@michigan.org
•
Media Familiarization (Fam) Trips – Individual media fams are scheduled on a per
request basis from writers on assignment.
Contact:
Michelle Grinnell, (517) 241-0251
grinnellm@michigan.org
Dave Lorenz, (517) 335-0007 – International
lorenzd@michigan.org
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Michigan.org Travel Website
Free Listings – All Michigan-based tourism businesses can create an account on michigan.org
and submit a business profile (property page), add an event and/or deal or package.
•
Property Profile – Submit your Michigan-based travel industry property information by
clicking on Add Your Property in Quick Links, located on the bottom right-hand side of
michigan.org. Existing properties in our database can be edited using your login and
password. If you don’t have access to your listing or experience any issues contact
Travel Michigan.
Contact:
•
Events & Deals/Packages – Submit your Michigan-based travel industry event or
deal/package information by clicking on Add Your Event or Add Your Deal/Package in
Quick Links, located on the bottom right-hand side of michigan.org. Note: events and
deals must be posted on michigan.org to be promoted by our Social Media and PR
teams (see “Social Media Campaigns” above for more details).
Contact:
•
Carol Royse, (517) 373-3848
roysec@michigan.org
Marilyn Schneider, (517) 241-2605
schneiderm1@michigan.org
Property Profile System Training – Convention and Visitors Bureaus or Chambers of
Commerce can schedule a training session to teach local properties how to add or
modify their Property Profile, add events and add deals/packages.
Contact:
Carol Royse, (517) 373-3848
roysec@michigan.org
Videos – The newest feature available on michigan.org is the ability to add videos to your
property listing. Videos can be three to four minutes maximum in length and need to be
uploaded in YouTube before they can be posted to michigan.org.
Contact:
Carol Royse, (517) 373-3848
roysec@michigan.org
Foodie Tours – This program is a joint effort between Travel Michigan and the Michigan
Department of Agriculture. Foodie tours must include Michigan products throughout the tour
with a maximum of 11 destinations offering a variety of experiences for the visitor. Restaurants
should be places that encourage the use of local foods. All locations must have a website.
Contact:
Carol Royse, (517) 373-3848
roysec@michigan.org
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360 Degree Spin Tour
Enhance your property page on michigan.org with a 360 Degree Spin Tour, offering a virtual
tour of your business. The tour will also be featured on your business website, social media
pages and Google+ Local Business page. Services are offered through Luna Tech 3D and
businesses receive a 10% discount by mentioning Pure Michigan. Spin tours allow properties to
showcase their interior using Google Street View technology. To see an example of the virtual
spin tour, visit the michigan.org property page for the Bavarian Inn Restaurant in Frankenmuth
(http://www.michigan.org/property/bavarian-inn-restaurant/).
Contact:
Luna Tech 3D, (734) 260-1069
info@lunatech3d.com
Welcome Center Opportunities
Travel Michigan no longer oversees the day-to-day operations of Michigan’s 14 Welcome
Centers. However, Travel Michigan still works with the Welcome Centers on tourism promotion
and Pure Michigan brand awareness. With more than 7.5 million annual visitors to the Welcome
Centers, they remain a major venue for promoting the destinations and attractions of Pure
Michigan.
•
FREE Literature Distribution – Michigan tourism-related businesses may distribute
(upon approval) travel-related brochures at all 14 Welcome Centers around the state or
at specific Welcome Centers. For literature distribution criteria, visit
http://www.travelmichigannews.org/cm/attach/5923DCD1-4856-4595-BE8C61E1DD6197DB/10_literaturepolicyrev.pdf or:
Contact:
•
Kim Foreman, Michigan Department of Transportation, (517) 322-1657
foremank@michigan.gov
Adopt-A-Welcome Center – Michigan tourism-related businesses may sponsor a
promotional event at a Welcome Center. For event sponsorship criteria and the online
request form, visit: www.michigan.gov/welcomecenters
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