Travel Michigan Reaches Out Using TV and Technology
Strategy: Balance Your Budget, Focus on Customer Potential, Know Your Customer/Product
Type of attraction: Tourism Organization
Summary: When Michigan’s state tourism budget was cut by half in 2010, marketing efforts had to be adjusted accordingly.
When Michigan’s state tourism budget was cut by half in 2010, marketing efforts had to be adjusted accordingly. Travel Michigan advertising specialist Ken Yarsevich notes, “We strongly feel and our ROI research supports that national TV ads are working to bring more people from outside the region to the area—they stay longer and spend more.”
Based on this data and the fact that Travel Michigan is legally required to spend 80% of their budget outside of the state of Michigan, cuts included eliminating regional TV and all in-state advertising. National advertisements include several that focus on the state’s heritage, including a spot on lighthouses (http://www.youtube.com/watch?v=7oHe6GRo7Dg) and another on Michigan’s cultural treasures (http://www.youtube.com/watch?v=Qu31ZhPbazs&feature=related).
Social media is also playing an increasingly large role as Travel Michigan uses Facebook, Twitter, You Tube and Flicker as well as other online strategies such as Pay-Per-Click and search engine optimization to reach out to a national audience and drive traffic to www.michigan.org.