Michigan 2013 National Tourism Advertising Evaluation and Image ...

Michigan

2013 Tourism Advertising Evaluation and Image Study

March 2014

Table of Contents

    

The 2013 Advertising Campaign…………………………………………………...3 Research Objectives………………………………………………………………...4 Research Method………………………………………………………………….... 5 Creative…………………………………………………………………………….….8 Detailed Findings…………………………………………………………………....12   



Campaign Performance……………………………………….………….…………44  





Advertising Awareness..……………………………………………………. 46 Impact of Advertising on Image…………………………………………….48

Bottom line Impacts…………………………………………………………………..53 



Travel Motivators & Hot Buttons..…………………………………………. 15 Michigan’s Image……………………………………………………………. 20 Michigan’s Tourism Product……………………………………………….. 33

Pure Michigan Summary..………………………………………………….. 60

Appendix: I (Regional Market)……………………………………………………….63 Appendix: II (National Market)………………………………………………………108 2

The 2013 Advertising Campaign



The 2013 tourism advertising program for the State of Michigan involved the continuation of the highly successful Pure Michigan campaign in both the regional as well the balance of the national marketplace: 

Michigan’s regional markets include: Chicago IL, Milwaukee WI, Indianapolis IN, Cleveland OH, Akron OH, Canton OH, Cincinnati OH, Columbus OH, Dayton OH, Toledo OH, St. Louis MO, South Bend IN, Green Bay WI, Ft. Wayne IN, and Southern Ontario.



The State invested a total of $13 million on the campaign in 2013: $4.3 million in the region and $8.7 million in the rest of the nation.

3

Research Objective



The purpose of this research was to provide: 

strategic insights about the image of Michigan and its key competitors with respect to key destination choice factors;  an evaluation of the impact of the 2013 campaign on both:  short of sales measures: 



advertising awareness and image

bottom line measures 

travel to Michigan, traveler spending in Michigan and the state and local taxes related to that spending and finally the return on the advertising investment (ROI)

4

Research Method



The study was conducted among a representative sample of adult travelers residing in the U.S. 



‘Travelers’ means respondents had taken a day and/or overnight pleasure trip anywhere in the past 3 years and intend to take another in the next 2 years.

The survey was conducted via a major American online consumer panel which is demographically balanced to represent the national population. 

1,500 individuals responded to the research from Michigan’s regional marketplace  2,000 individuals responded to the research from the rest of the nation  At the 95% confidence level, the margin of error for a proportion in the research is +/- 2%

5

Research Method (Cont’d)



The questionnaire addressed three key areas in the following order:  Michigan’s Image as a Travel Destination 



Travel to Michigan 



Respondents rated Michigan and selected competitive states across an extensive list of characteristics or attributes. Respondents reported the number of day and overnight trips they took to Michigan during and shortly after the advertising campaign.

Advertising Awareness 

Individual ads from the 2013 campaign were exposed and respondents reported recall of each.

6

Research Method (Cont’d)



ROI calculation: 

The Longwoods R.O.EYE™ method quantifies the relationship between awareness of campaign elements and trip taking.  A baseline measure is generated to estimate the level of visitation that would have occurred in the absence of advertising activity.  Using the principles and techniques of experimental design, we control for the effects of internal and external factors that could otherwise influence the result.

7

Creative

Detailed Findings

Travel Motivators



Longwoods takes an innovative approach to profiling the factors that motivate travel and destination choice. 



Direct questioning of respondents on this subject can often lead to misleading answers. Respondents’ answers tend to favor rational over emotional ideas because they are easier to call to mind and articulate.

Longwoods, therefore, takes an indirect approach to uncovering these motivators. 

Through predictive modeling analytics, we get below the surface and uncover the true factors that drive overall ratings of destination appeal and choice.

13

The Indirect Approach



Respondents are asked to rate selected states across a robust list of destination attributes or characteristics.



The statistical correlation between each attribute rating and the overall rating for being “A place I would really enjoy visiting” is then calculated. 



Attributes showing strong correlations are strong predictors of destination choice and those with the highest are the ‘Hot Buttons’ that should be included in the communications messaging strategy .

Travel Motivator factors reflect the aggregated importance across related attributes.

14

Travel Motivators & Hot Buttons

Travel Motivators in the Regional Market Base: Regional Market

Exciting Family Destination Adult Atmosphere Sightseeing Unique Entertainment Popular Worry Free Sports & Recreation Affordable

Relative Importance *

*A measure of the degree of association between each factor and whether Destination is a place “I would really enjoy visiting.”

16

Hot Buttons in the Regional Market Base: Regional Market

Top 10 Hot Buttons A fun place for vacation An exciting place Good place for families to visit A unique vacation experience Good for adult vacation A real adventure Lots to see and do Children would especially enjoy Popular with vacationers Excellent shopping 17

Travel Motivators in the National Market Base: National Market

Exciting Family Destination Adult Atmosphere Sightseeing Unique Entertainment Popular Worry Free Affordable Sports & Recreation

Relative Importance *

*A measure of the degree of association between each factor and whether Destination is a place “I would really enjoy visiting.”

18

Hot Buttons in the National Market Base: National Market

Top 10 Hot Buttons A fun place for vacation An exciting place A real adventure A unique vacation experience Good for adult vacation Good place for families to visit Lots to see and do Children would especially enjoy Interesting cities Popular with vacationers 19

Michigan’s Image

Michigan’s Image



To obtain travelers’ perceptions of Michigan and its key competitors, respondents were asked to rate each state across a battery of attributes, using a ten-point scale where 10 meant ‘Agree completely’ and 1 meant ‘Do not agree at all’. 

A ‘0’ rating was allowed if they had no impression at all.  Image charts report the proportion of respondents who rated a destination at 10, 9, or 8 on each attribute. 

Competitive states included: Illinois, Indiana, New York, Ohio, Pennsylvania, and Wisconsin.

21

Michigan's Image in the Regional Market Base: Regional Market

Exciting

40 43

Family Destination

46 47

Adult Atmosphere

47 45

Sightseeing

43 43

Unique

46 47

Entertainment

29 29

Popular

45 46

Worry Free

33 34

Sports & Recreation

56 58

Affordable

55 52

0

20

40 60 80 Percent Who Strongly Agree

2013

100

2012 22

Michigan's Top Image Strengths in the Regional Market Base: Regional Market

Beautiful fall colors

68

Not too far away for a vacation

65

Excellent fishing

63

Great for boating/water sports

63

Truly beautiful scenery

62

Great for sailing

59

Good place for camping

59

Great for professional/college sports

56

Excellent state park facilities

56

Great for canoeing/kayaking

55

0

20

40

60

80

100

Percent Who Strongly Agree 23

Michigan's Image vs. the Competition in the Regional Market Base: Regional Market

Exciting

40 43

Family Destination

46 45

Adult Atmosphere

47 51

Sightseeing

43 50

Unique

46 46

Entertainment

29 46

Popular

45 35

Worry Free

33 33

Sports & Recreation

56 43

Affordable

55 55

0

20

40

60

80

100

Percent Who Strongly Agree

Michigan

Competitors* 24

* Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York, and Illinois

Michigan's Image Strengths vs. the Competition in the Regional Market Base: Regional Market


23

Excellent fishing

22

Great for sailing

21

Often notice advertising for this place

18


17


14

Good for hiking/backpacking

12


10


8


8

Great for golf

7


6

0

10

20

30

Difference in Percent Who Strongly Agree 25

Michigan's Image Weaknesses vs. the Competition in the Regional Market Base: Regional Market

Excellent museums/art galleries

-18

Great for theater and the arts

-18

Exciting nightlife/entertainment/shows

-16

Elegant, sophisticated restaurants

-15

Interesting architecture

-14

Excellent shopping

-14

Well-known landmarks

-13

Interesting cities

-11

Offers a variety of dining options

-9

An exciting place

-8

Lots to see and do

-6

Great place for a conference/convention

-5

-30

-20

-10

0

10

Difference in Percent Who Strongly Agree 26 Note: Circled attributes are some of the most important image hot buttons for travelers

Michigan's Image in the National Market Base: National Market

Exciting

31 33

Family Destination

35 36

Adult Atmosphere

35 36

Sightseeing

37 37

Unique

41 40

Entertainment

29 28

Popular

24 24

Worry Free

27 30

Affordable

36 34

Sports & Recreation

47 44

0

20

40

60

80

100


2013

2012 27

Michigan's Top Image Strengths in the National Market Base: National Market


58

Excellent fishing

56


56


53


49

Great for sailing

49


49


47


46


44

0

20

40

60

80

100

Percent Who Strongly Agree 28

Michigan's Image vs. the Competition in the National Market Base: National Market

Exciting

31 37

Family Destination

35 36

Adult Atmosphere

35 44

Sightseeing

37 44

Unique

41 42

Entertainment

29 42

Popular

24 28

Worry Free

27 28

Affordable

36 43

Sports & Recreation

47 37

0

20

40

60

80

100


Michigan

Competitors* 29

* Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois

Michigan's Image Strengths vs. the Competition in the National Market Base: National Market


22

Great for sailing

20

Excellent fishing

18


14


10


7


6

0

10

20

30

Difference in Percent Who Strongly Agree 30

Michigan's Image Weaknesses vs. the Competition in the National Market Base: National Market


-16


-14

Excellent shopping

-13


-13


-11


-11


-11

Interesting cities

-10

An exciting place

-10

-30

-20

-10

0

10


Michigan's Image Weaknesses vs. the Competition in the National Market (Cont’d) Base: National Market


-9


-9

Lots to see and do

-8

Good for adult vacation

-7

Popular with vacationers

-6

Interesting festivals/fairs/events

-6

Not too far away to consider for a vacation

-5

Interesting customs/cultures/traditions

-5

-30

-20

-10

0

10


Michigan’s Tourism Product

Michigan’s Product Delivery vs. Image Base: Regional Market

Exciting

48 32

Family Destination

58 35

Adult Atmosphere

56 40

Sightseeing

50 37

Unique

51 41

Entertainment

36 27

Popular

56 35

Worry Free

40 29

Sports & Recreation

65 48

Affordable

63 47

0

20

40

60

80

100


Recent Visitors*

Never Visited 34

* Visited in past two years

Michigan’s Product Delivery vs. Competitors Base: Regional Market who took a trip in the past two years

Exciting

48 48

Family Destination

58 56

Adult Atmosphere

56 60

Sightseeing

50 56

Unique

51 53

Entertainment

36 50

Popular

40

Worry Free

40 41

56

Sports & Recreation

65 51

Affordable

63 66

0

20

40

60

80

100


Michigan

Competitors* 35


Michigan’s Product Strengths in the Regional Market Base: Regional Market who took a trip in the past two years


25


23

Excellent fishing

22

Great for sailing

21


20


17


13

Great for golf

12

0

10

20

30

Difference in Percent Who Strongly Agree

40 36

Michigan’s Product Strengths in the Regional Market (Cont’d) Base: Regional Market who took a trip in the past two years


11

Great for bicycling/jogging

11


7

A real adventure

6

Great roads and highways

6

Children would especially enjoy

5

Interesting small towns/villages

5


5

0

10

20

30

Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers

40 37

Michigan's Product Weaknesses in the Regional Market Base: Regional Market who took a trip in the past two years


-17


-16


-14


-13


-12

Excellent shopping

-11

Interesting cities

-11


-10

Interesting local people

-9

-40

-30

-20

-10

0

10


38

Michigan's Product Weaknesses in the Regional Market (Cont’d) Base: Regional Market who took a trip in the past two years


-9


-7


-6

Safe to travel anywhere in this place

-6

An exciting place

-5

Lots to see and do

-5


-5

-40

-30

-20

-10

0

10


39

Michigan’s Product Delivery vs. Image Base: National Market

Exciting

48 27

Family Destination

31

Adult Atmosphere

31

51 46

Sightseeing

54 33

Unique

54 37

Entertainment

45 25

Popular

50 19

Worry Free

41 24

Affordable

54 33

Sports & Recreation

58 43

0

20

40

60

80

100


Recent Visitors*

Never Visited 40

* Visited in past two years

Michigan’s Product Delivery vs. Competitors Base: National Market who took a trip in the past two years

Exciting

48 53

Family Destination

51 50

Adult Atmosphere

46 57

Sightseeing

54 60

Unique

54 56

Entertainment

45 57

Popular

50 44

Worry Free

41 36

Affordable

54 64

Sports & Recreation

58 48

0

20

40

60

80

100


Michigan

Competitors* 41


Michigan’s Product Strengths in the National Market Base: National Market who took a trip in the past two years


29

Great for sailing

20


15


14

Excellent fishing

14

Great for golf

11

Often notice advertising for this…

10


8

Excellent climate overall

6


6

0

10

20

30


40 42

Michigan's Product Weaknesses in the National Market Base: National Market who took a trip in the past two years

Excellent shopping Great place for a conference/convention Great for theater and the arts An exciting place Exciting nightlife/entertainment/shows Interesting architecture Well-known landmarks Offers a variety of dining options Excellent museums/art galleries Interesting cities Not too far away to consider for a vacation Elegant, sophisticated restaurants Lots to see and do Good for adult vacation

-20 -19 -18 -14 -12 -12 -12 -11 -9 -9 -8 -6 -6 -5

-40

-30

-20

-10

0

10


43

Campaign Performance

Advertising Performance Indicators

 Longwoods’ R.O.EYE™ model evaluates campaign performance both on Short-

of-Sales as well as Bottom-line measures. The key indicators of campaign performance are: 

Awareness of the advertising  



Impact on the Image of Michigan 



The advertising has to be seen or heard for it to have any effect. Actual advertising in each market was exposed during the online survey as recall stimuli. The advertising should enhance the impressions people have of the state as a destination.

Impact on travel to Michigan 

Higher awareness and more favorable impressions of the state should translate into incremental reported as well as intended visits.

45

Advertising Awareness

Awareness of the 2013 Ad Campaign

Regional Market

National Market

Aware* 66%

Aware* 39%

Unaware 34%

*Saw at least one ad

Unaware 61% 47

Impact of Advertising on Image

Impact of Advertising on Michigan's Image in the Regional Market Base: Regional Market

Exciting

42 31

Family Destination

50 33

Adult Atmosphere

50 39

Sightseeing

45 35

Unique

47 42

Entertainment

25

Popular

25

31 51

Worry Free

35 29

Sports & Recreation

59 46

Affordable

57 49

0

20

40

60

80

100


Aware* * Saw at least one ad

Unaware

49

Attributes On Which Advertising Had The Most Impact in the Regional Market Base: Regional Market

Often notice advertising for this place Popular with vacationers Good place for families to visit Great for golf Great for sailing Children would especially enjoy Excellent state park facilities Beautiful gardens and parks Beautiful fall colors A real adventure Great for canoeing/kayaking Good for hiking/backpacking Great for professional/college sports Lots to see and do

33 20 19 17 17 16 14 14 13 13 13 13 13 13

0

10

20

30


40 50

Impact of Advertising on Michigan's Image in the National Market Base: National Market

Exciting

37 22

Family Destination

27

Adult Atmosphere

27

41 40

Sightseeing

42 29

Unique

45 34

Entertainment

33 22

Popular

30 16

Worry Free

31 21

Affordable

40 31

Sports & Recreation

53 38

0

20

40

60

80

100



Unaware

51

Attributes On Which Advertising Had The Most Impact in the National Market Base: National Market


19


18

Beautiful gardens and parks

18

A real adventure

18


18

Great for golf

17


17

A fun place for vacation

17


15

A unique vacation experience

15


14

Great for sailing

14

Interesting cities

14

0

10

20

30


40 52

Bottom-Line Impacts

Campaign Efficiency − Regional Market

Base: Regional Market

2013 Michigan Campaign Ad Investment

$4.3M

Incremental Trips

2.4M

Efficiency: Ad $’s per Trip

$1.77

Trips per Ad $

0.57

54

Visitor Spending & Taxes Due To Advertising − Regional Market


2013 Michigan Campaign Trips

2.4M

Generated Incremental: Spending*

$618.4M

State Taxes

$43.3M

* 2013 Avg. Spending estimates and State Tax rate provided by Travel Michigan

55

The Bottom-Line in 2013 − Regional Market


2013 Michigan Campaign Spending Per Ad $ Taxes Per Ad $

$143:1 $10:1

56

Campaign Efficiency − National Market

Base: National Market

2013 Michigan Campaign Ad Investment

$8.7M

Incremental Trips

1.6M

Efficiency: Ad $’s per Trip

$5.3

Trips per Ad $

0.19

57

Visitor Spending & Taxes Due To Advertising − National Market


2013 Michigan Campaign Trips

1.6M

Generated Incremental: Spending*

$618.7M

State Taxes

$43.3M

* 2013 Avg. Spending estimates and State Tax rate provided by Travel Michigan

58

The Bottom Line in 2013 − National Market


2013 Michigan Campaign Spending Per Ad $ Taxes Per Ad $

$71:1 $5:1

59

Pure Michigan Summary

‘Pure Michigan’ Out-of-State ROI Summary Advertising Investment

Trips Generated

New Visitor Spending

State Taxes Generated

ROI

2006 Region

$6.2M

0.7M

$188.0M

$13.1M

$2.11

2007 Region

$6.8M

1.3M

$287.4M

$20.1M

$2.94

2008 Region

$6.4M

1.1M

$270.3M

$18.9M

$2.97

2009 Region

$4.9M

1.4M

$374.4M

$26.2M

$5.38

2009 National

$7.8M

0.7M

$249.6M

$17.5M

$2.23

2010 Region

$2.2M

1.2M

$292.9M

$20.5M

$9.16

2010 National

$7.6M

0.9M

$313.0M

$21.9M

$2.88

2011 Region

$3.8M

2.0M

$531.9M

$37.2M

$9.85

2011 National

$10.5M

1.2M

$465.5M

$32.6M

$3.11

2012 Region

$5.0M

2.3M

$574.8M

$40.2M

$8.06

2012 National

$8.7M

1.5M

$554.9M

$38.8M

$4.45

2013 Region

$4.3M

2.4M

$618.4M

$43.3M

$10.04

2013 National

$8.7M

1.6M

$618.7M

$43.3M

$4.98

$83.0M

18.3M

$5,339.9M

$373.7M

$4.50

Pure Michigan Total

61

‘Pure Michigan’ Out-of-State ROI Summary Advertising Investment

Trips Generated

New Visitor Spending

State Taxes Generated

ROI

2006

$6.2M

0.7M

$188.0M

$13.1M

$2.11

2007

$6.8M

1.3M

$287.4M

$20.1M

$2.94

2008

$6.4M

1.1M

$270.3M

$18.9M

$2.97

2009*

$12.7M

2.1M

$624.0M

$43.7M

$3.44

2010*

$9.9M

2.0M

$605.9M

$42.4M

$4.30

2011*

$14.3M

3.2M

$997.4M

$69.8M

$4.90

2012*

$13.7M

3.8M

$1,129.7M

$79.1M

$5.76

2013*

$13.0M

4.1M

$1,237.1M

$86.6M

$6.66

$83.0M

18.3M

$5,339.9M

$373.7M

$4.50

Pure Michigan Total * Regional + National

62

Appendix: I (Regional Market)

Michigan’s Image in the Regional Market

Image Rating: “Would Really Enjoy Visiting” Base: Regional Market


100

80 61

60 50

47

45 40

40

38

Pennsylvania

Indiana

Ohio

40

20

0

New York

Illinois

Wisconsin

Michigan

65

Michigan's Image vs. the Competition — Exciting Base: Regional Market

40

Exciting

43

44


46 34

An exciting place

42 41

A real adventure

41

0

20

40

60

80

100


Michigan

Competitors 66

Michigan's Image vs. the Competition — Exciting Base: Regional Market


100

80 62

60 44

43 40

40

38 34

33

Ohio

Indiana

20

0

New York

Illinois

Wisconsin

Michigan

Pennsylvania

67

Michigan's Image vs. the Competition — Family Destination Base: Regional Market

46

Family Destination

45

53

Good place for families to visit

51

39


38

0

20

40

60

80

100


Michigan

Competitors

68

Michigan's Image vs. the Competition — Family Destination Base: Regional Market


100

80

60

52

49

46

43

42

41

40

Pennsylvania

Indiana

New York

Ohio

40

20

0

Wisconsin

Illinois

Michigan

69

Michigan's Image vs. the Competition — Adult Atmosphere Base: Regional Market

47

Adult Atmosphere

51

54


56

41


46

0

20

40

60

80

100


Michigan

Competitors 70

Michigan's Image vs. the Competition — Adult Atmosphere Base: Regional Market


100

80 68 62

60 47

45

43

43

42

Pennsylvania

Ohio

Wisconsin

Indiana

40

20

0

New York

Illinois

Michigan

71

Michigan's Image vs. the Competition — Sightseeing Base: Regional Market

Sightseeing

43 50

Lots to see and do

47 53

Excellent shopping

35 49


44 48


62 52

Interesting cities

40 51 49 50 50 48

Beautiful gardens and parks Interesting small towns/villages Interesting architecture

31 45


38 51


33 51

0

20

40

60

80

100


Michigan

Competitors

72

Michigan's Image vs. the Competition — Sightseeing Base: Regional Market


100

80 66 57

60

47 43

43

42

Wisconsin

Michigan

Ohio

40

39

20

0

New York

Illinois

Pennsylvania

Indiana

73

Michigan's Image vs. the Competition — Unique Base: Regional Market

Unique

46 46


42 43


41 45


34 38


68 60

0

20

40

60

80

100


Michigan

Competitors

74

Michigan's Image vs. the Competition — Unique Base: Regional Market


100

80

60

55 47

46

46

45

44

41

40

20

0

New York

Illinois

Michigan

Wisconsin

Pennsylvania

Ohio

Indiana

75

Michigan's Image vs. the Competition — Entertainment Base: Regional Market

29

Entertainment

46

33


48


27


27

44

45

0


Michigan

80

100

Competitors 76

Michigan's Image vs. the Competition — Entertainment Base: Regional Market


100

80

78

62

60

36

40

33

29

29

Michigan

Indiana

26

20

0

New York

Illinois

Pennsylvania

Ohio

Wisconsin

77

Michigan's Image vs. the Competition — Popular Base: Regional Market 45

Popular 35

45


43

45

Often notice advertising for this place 27

0

20

40

60

80

100


Michigan

Competitors

78

Michigan's Image vs. the Competition — Popular Base: Regional Market


100

80

60

55 45

41 37

40

29 24

23

Ohio

Indiana

20

0

New York

Michigan

Wisconsin

Illinois

Pennsylvania

79

Michigan's Image vs. the Competition — Worry Free Base: Regional Market

33

Worry Free

33

41


40 23


23 36


38

0

20

40

60

80

100


Michigan

Competitors

80

Michigan's Image vs. the Competition — Worry Free Base: Regional Market


100

80

60

40

39

39

34

33

33 29

27

Illinois

New York

20

0

Wisconsin

Indiana

Ohio

Michigan

Pennsylvania

81

Michigan's Image vs. the Competition — Sports & Recreation Base: Regional Market

Sports & Recreation

56 43


56 49 50 48

Great for bicycling/jogging Good for hiking/backpacking

54 42


59 45


63 41


55 38


56 53

Great for golf

46 39

Excellent fishing

63 42

Great for sailing

59 39

0

20

40

60

80

100


Michigan

Competitors

82

Michigan's Image vs. the Competition — Sports & Recreation Base: Regional Market


100

80

60

56

53 46 42

42

Indiana

Illinois

40

39

39

Pennsylvania

New York

20

0

Michigan

Wisconsin

Ohio

83

Michigan's Image vs. the Competition — Affordable Base: Regional Market

55

Affordable

55

45


54

65

Not too far away for a vacation 57

0

20

40

60

80

100


Michigan

Competitors

84

Michigan's Image vs. the Competition — Affordable Base: Regional Market


100

80 65 58

60

57

57

55 46

46

Wisconsin

Pennsylvania

40

20

0

Illinois

New York

Indiana

Ohio

Michigan

85

Michigan's Product in the Regional Market

Michigan’s Tourism Product — Exciting Base: Regional Market who took a trip in the past two years

48

Exciting

48

55


55 40

An exciting place

45 50

A real adventure

44

0

20

40

60

80

100


Michigan

Competitors 87

Michigan’s Tourism Product — Family Destination Base: Regional Market who took a trip in the past two years

58

Family Destination

56

63


64

53


48

0

20

40

60

80

100


Michigan

Competitors 88

Michigan’s Tourism Product — Adult Atmosphere Base: Regional Market who took a trip in the past two years

56

Adult Atmosphere

60

62


63

50


58

0

20

40

60

80

100


Michigan

Competitors 89

Michigan’s Tourism Product — Sightseeing Base: Regional Market who took a trip in the past two years

Sightseeing

50 56

Lots to see and do

55 60

Excellent shopping

43 54


51 57


68 55

Interesting cities

46 57


58 56


62 57


35 49


44 54


40 57

0

20


Michigan

Competitors

100 90

Michigan’s Tourism Product — Unique Base: Regional Market who took a trip in the past two years

Unique

51 53


48 47


44 53


40 44


72 67

0

20

40

60

80

100


Michigan

Competitors 91

Michigan’s Tourism Product — Entertainment Base: Regional Market who took a trip in the past two years 36

Entertainment

50

40


52 34


48 33


50

0

20

40

60

80

100


Michigan

Competitors 92

Michigan’s Tourism Product — Popular Base: Regional Market who took a trip in the past two years

56

Popular

40

54


46

59


34

0

20

40

60

80

100


Michigan

Competitors 93

Michigan’s Tourism Product — Worry Free Base: Regional Market who took a trip in the past two years

40

Worry Free

41

51


45 28


28 43


48

0

20

40

60

80

100


Michigan

Competitors 94

Michigan’s Tourism Product — Sports & Recreation Base: Regional Market who took a trip in the past two years

Sports & Recreation

65 51


61 58 64


53


65 48


64 52


72 49


65 45


63 63

Great for golf

57 45

Excellent fishing

49

Great for sailing

49

72 70

0

20

40

60

80

100


Michigan

Competitors

95

Michigan’s Tourism Product — Affordable Base: Regional Market who took a trip in the past two years

63

Affordable

66

50


59

75


73

0

20

40

60

80

100


Michigan

Competitors 96

Advertising Impacts on Image in the Regional Market

Michigan's Image — Exciting Base: Regional Market 42

Exciting

31

47


34 36

An exciting place

28 44

A real adventure

31

0

20

40

60

80

100


Aware*

Unaware 98

* Saw at least one ad

Michigan's Image — Family Destination Base: Regional Market

50

Family Destination

33

57


39

42


27

0

20

40

60

80

100


Aware*

Unaware 99


Michigan's Image — Adult Atmosphere Base: Regional Market

50

Adult Atmosphere

39

56


45

43


33

0

20

40

60

80

100


Aware*

Unaware 100


Michigan's Image — Sightseeing Base: Regional Market

Sightseeing

45 35

Lots to see and do

50 38 37

Excellent shopping

30


47 34


64 55

Interesting cities

41 35


52 38


53 41


32 25


39 33 36


24

0

20

40

60

80

100



Unaware

101

Michigan's Image — Unique Base: Regional Market

Unique

47 42


43 37


41 41


34 34


71 58

0

20

40

60

80

100



Unaware

102

Michigan's Image — Entertainment Base: Regional Market 31

Entertainment

25

35


28 28


25 29


21

0

20

40

60

80

100


Aware*

Unaware 103


Michigan's Image — Popular Base: Regional Market

51

Popular

25

49


30

52


20

0

20

40

60

80

100


Aware*

Unaware 104


Michigan's Image — Worry Free Base: Regional Market

35

Worry Free

29

43


35 24


20 37


31

0

20

40

60

80

100


Aware*

Unaware 105


Michigan's Image — Sports & Recreation Base: Regional Market

Sports & Recreation

59

46

Excellent state park facilities Great for bicycling/jogging Good for hiking/backpacking Good place for camping Great for boating/water sports Great for canoeing/kayaking Great for professional/college sports Great for golf Excellent fishing Great for sailing

59

45 52

41

56

43

61

51 56 58

44

59

46 33

49 58

20

40

65 63

46

0

65

60

80

100


Aware*

Unaware 106


Michigan's Image — Affordable Base: Regional Market

57

Affordable

49

46


42

67


56

0

20

40

60

80

100


Aware*

Unaware 107


Appendix: II (National Market)

Michigan’s Image in the National Market

Image Rating: “Would Really Enjoy Visiting” Base: National Market


100

80 63

60 47 37

40

36

34

32 26

20

0

New York

Pennsylvania

Michigan

Illinois

Wisconsin

Ohio

Indiana

110

Michigan's Image vs. the Competition — Exciting Base: National Market

31

Exciting

37

34


38 28

An exciting place

38 32

A real adventure

35

0

20

40

60

80

100


Michigan

Competitors 111

Michigan's Image vs. the Competition — Exciting Base: National Market


100

80 65

60 39

40

31

30

30

29

25

20

0

New York

Pennsylvania

Michigan

Wisconsin

Illinois

Ohio

Indiana

112

Michigan's Image vs. the Competition — Family Destination Base: National Market

35

Family Destination

36

40


41

31


32

0

20

40

60

80

100


Michigan

Competitors

113

Michigan's Image vs. the Competition — Family Destination Base: National Market


100

80

60 44

41

40

35

35

35

33 28

20

0

Pennsylvania

New York

Michigan

Wisconsin

Ohio

Indiana

Illinois

114

Michigan's Image vs. the Competition — Adult Atmosphere Base: National Market

35

Adult Atmosphere

44

40


47

29


40

0

20

40

60

80

100


Michigan

Competitors

115

Michigan's Image vs. the Competition — Adult Atmosphere Base: National Market


100

80 70

60 46

43

40

35

35

Michigan

Ohio

32

31

Indiana

Wisconsin

20

0

New York

Illinois

Pennsylvania

116

Michigan's Image vs. the Competition — Sightseeing Base: National Market

Sightseeing

37 44

Lots to see and do

38 47

Interesting cities

36 46


35 40 42 43

Beautiful gardens and parks Well-known landmarks

35 46


31 42


29 41

Excellent shopping

30 43 41 43

Interesting small towns/villages Truly beautiful scenery

53 46

0

20

40

60

80

100


Michigan

Competitors

117

Michigan's Image vs. the Competition — Sightseeing Base: National Market


100

80 67

60 49 42

40

38

37

34 30

20

0

New York

Pennsylvania

Illinois

Ohio

Michigan

Wisconsin

Indiana

118

Michigan's Image vs. the Competition — Unique Base: National Market

Unique

41 42


37 39


30 35


38 41


58 54

0

20

40

60

80

100


Michigan

Competitors

119

Michigan's Image vs. the Competition — Unique Base: National Market


100

80

60

57 48 41

40

40

40 35

32

20

0

New York

Pennsylvania

Michigan

Wisconsin

Ohio

Illinois

Indiana

120

Michigan's Image vs. the Competition — Entertainment Base: National Market

29

Entertainment

42

28


42 24


40 34


44

0

20

40

60

80

100


Michigan

Competitors 121

Michigan's Image vs. the Competition — Entertainment Base: National Market


100

80

79

60 48 37

40

31

29

25

23

Wisconsin

Indiana

20

0

New York

Illinois

Pennsylvania

Ohio

Michigan

122

Michigan's Image vs. the Competition — Popular Base: National Market 24

Popular

28

27


34

21

Often notice advertising

23

0

20

40

60

80

100


Michigan

Competitors

123

Michigan's Image vs. the Competition — Popular Base: National Market


100

80

60

58

40 29

24

22

21

20

20

0

16

New York

Pennsylvania

Michigan

Ohio

Illinois

Wisconsin

Indiana

124

Michigan's Image vs. the Competition — Worry Free Base: National Market

27

Worry Free

28

33


33 18


20 29


32

0

20

40

60

80

100


Michigan

Competitors

125

Michigan's Image vs. the Competition — Worry Free Base: National Market


100

80

60

40

32

30

30

29

27

26

Michigan

New York

23

20

0

Ohio

Pennsylvania

Wisconsin

Indiana

Illinois

126

Michigan's Image vs. the Competition — Affordable Base: National Market 36

Affordable

43

43


52

30


35

0

20

40

60

80

100


Michigan

Competitors

127

Michigan's Image vs. the Competition — Affordable Base: National Market


100

80

60

60

45

44

42 36

40

34

33

Indiana

Wisconsin

20

0

New York

Pennsylvania

Illinois

Ohio

Michigan

128

Michigan's Image vs. the Competition — Sports & Recreation Base: National Market

Sports & Recreation

47 37


46 42


38 39


49 48


44 38

Great for golf

34 32


33


33

47 56


49 38

Great for sailing

49 29

Excellent fishing

56 37

0

20

40

60

80

100


Michigan

Competitors

129

Michigan's Image vs. the Competition — Sports & Recreation Base: National Market


100

80

60 47 42

40

40

39

37 32

31

Illinois

Indiana

20

0

Michigan

Wisconsin

New York

Pennsylvania

Ohio

130

Michigan’s Product Delivery in the National Market

Michigan’s Tourism Product — Exciting Base: National Market who took a trip in the past two years

48

Exciting

53

54


54 42

An exciting place

56 47

A real adventure

49

0

20

40

60

80

100


Michigan

Competitors 132

Michigan’s Tourism Product — Family Destination Base: National Market who took a trip in the past two years

51

Family Destination

50

51


54

51


46

0

20

40

60

80

100


Michigan

Competitors 133

Michigan’s Tourism Product — Adult Atmosphere Base: National Market who took a trip in the past two years

46

Adult Atmosphere

57

54


59

37


56

0

20

40

60

80

100


Michigan

Competitors 134

Michigan’s Tourism Product — Sightseeing Base: National Market who took a trip in the past two years

Sightseeing

54 60

Lots to see and do

58 64

Interesting cities

51 60


55 56


60 58


51 62


47 59


53 62

Excellent shopping

39 59


58 55


64 61

0

20


Michigan

Competitors

100 135

Michigan’s Tourism Product — Unique Base: National Market who took a trip in the past two years

Unique

54 56


50 54


48 47


50 54


69 68

0

20

40

60

80

100


Michigan

Competitors 136

Michigan’s Tourism Product — Entertainment Base: National Market who took a trip in the past two years

Entertainment

45


45

57

57 38


56 53


59

0

20

40

60

80

100


Michigan

Competitors 137

Michigan’s Tourism Product — Popular Base: National Market who took a trip in the past two years

50

Popular

44

51


48

50


40

0

20

40

60

80

100


Michigan

Competitors 138

Michigan’s Tourism Product — Worry Free Base: National Market who took a trip in the past two years

41

Worry Free

36

45


38 37


31 42


39

0

20

40

60

80

100


Michigan

Competitors 139

Michigan’s Tourism Product — Affordable Base: National Market who took a trip in the past two years

Affordable

54


55

64

66

54


62

0

20

40

60

80

100


Michigan

Competitors 140

Michigan’s Tourism Product — Sports & Recreation Base: National Market who took a trip in the past two years

Sports & Recreation

58

48

Excellent state park facilities Great for bicycling/jogging Great for professional/college sports Good for hiking/backpacking Great for golf Great for canoeing/kayaking Great for boating/water sports Good place for camping Great for sailing Excellent fishing

56

59

48 50 58

61

52 53 53

42

60

46

70

41 63

48 58

38

64

50

0

20

40

60

80

100


Michigan

Competitors 141

Advertising Impacts on Image in the National Market

Michigan's Image — Exciting Base: National Market 37

Exciting

22

41


23 33

An exciting place

22 39

A real adventure

21

0

20

40

60

80

100


Aware*

Unaware 143


Michigan's Image — Family Destination Base: National Market

41

Family Destination

27

45


32

36


22

0

20

40

60

80

100


Aware*

Unaware 144


Michigan's Image — Adult Atmosphere Base: National Market

40

Adult Atmosphere

27

45


33

34


21

0

20

40

60

80

100


Aware*

Unaware 145


Michigan's Image — Sightseeing Base: National Market

Sightseeing

42 29

Lots to see and do

44 30

Interesting cities

28


28

42 39


49 31


40 27


34 25


35 19

Excellent shopping

34 24


45 34


58 47

0

20

40

60

80

100



Unaware

146

Michigan's Image — Unique Base: National Market

Unique

45 34


43 28


35 22


40 34


62 53

0

20

40

60

80

100



Unaware

147

Michigan's Image — Entertainment Base: National Market 33

Entertainment

22

32


22 29


17 40


26

0

20

40

60

80

100


Aware*

Unaware 148


Michigan's Image — Popular Base: National Market

30

Popular

16

31


22

29


10

0

20

40

60

80

100


Aware

Unaware 149


Michigan's Image — Worry Free Base: National Market 31

Worry Free

21

37


26 23


11 33


24

0

20

40

60

80

100


Aware*

Unaware 150


Michigan's Image — Affordable Base: National Market

40

Affordable

31

47


37

33


24

0

20

40

60

80

100


Aware*

Unaware 151


Michigan's Image — Sports & Recreation Base: National Market

Sports & Recreation

53

38

Excellent state park facilities Great for bicycling/jogging Great for professional/college sports Good for hiking/backpacking Great for golf Great for canoeing/kayaking Great for boating/water sports Good place for camping Great for sailing Excellent fishing

53

35 46

27

54

43 49

36 41

24

54

37

61

48 53

42

54

40

61

48

0

20

40

60

80

100


Aware*

Unaware 152
