Travel Michigan, Dave Lorenz, Vice President: paid social, digital banners and native ads

Summary

A slide presentation attributed to Dave Lorenz, Vice President of Travel Michigan, on Pure Michigan advertising. The slides list paid social, digital banners, native ads, online video, connected TV, radio spots and advertising in 261 movie theaters in key markets, with campaign impression counts, including 3.7M impressions to theater attendees in key drive states. They describe Short's Brewing Company teaming up with the tourism bureau on a Pure Michigan beer. They report that in 2019, 85% of those surveyed were influenced overall by Pure Michigan advertising, and 53% said it made them want to visit. The closing slides show 2020 travel trends items.

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Text recognized from a scanned document; may contain errors. Pages 3, 13, 14, 17, and 18 of 24 are not shown because the text could not be recognized reliably.

DAVE LORENZ
VICE PRESIDENT

TRAVEL MICHIGAN
DROVE TRAFFIC WITH PAID SOCIAL, DIGITAL BANNERS & NATIVE ADS

CALLS GO
STRAIGHT TO

233,041 ,646 total campaign impressions
INSPIRING CREATIVE IN LESS INSPIRED LOCATIONS

Radio spots for listeners stuck in traffic — one for each day of the week
DROVE TRAFFIC WITH PAID SOCIAL AND DIGITAL BANNERS

K.
LIGHTS “BE STAR STRUC

a

481 929,41 2 total campaign impressions
EXTENDED REACH IN 261 KEY MARKET MOVIE THEATERS

¢ 3.7M impressions to theater attendees in key drive states
DROVE TRAFFIC WITH PAID SOCIAL, ONLINE VIDEO & DIGITAL BANNERS

0.22% CTR

above industry
standard

Start Here > PURE Jicuicaw
EXTENDED MESSAGE WITH PAID SOCIAL, ONLINE VIDEO & CONNECTED TV

4 @ =

‘

THE ULTIMATE GUIDE TO

-MICHIGAN-

RESORTS

105,690, 168 total campaign impressions
January - February ] [ March - August | September - October | [ November - December |
(a Always On, Digital Paid Media + Featured Destinations Landing Page }

| FRESHLY GROOMED

"TIMES

EPs WINTER

901,009,850

impressions
AND EVEN BREWED OUR OWN BEER

EATER CITIES «© MAPS OPENINGS» MORE » = 4
'S BREN COMP Short’s Brewing Company Teams
= B. Up With the Tourism Bureau for a

‘Pure Michigan’ Beer

Short's Brewing, Pure Michigan team up on autumn IPA
made with 100% Michigan ingredients

India Pale Ale meade with
Pure Michigan brew celebrates fall in
the ‘Great Beer State’
ADVERTISING INFLUENCE

In 2019, Pure Michigan advertising influence Michigan trips...

53% said it made me want to visit

55% said it made me want to visit more places in MI

39% said it made me want to do more on my trip

85% were influenced overall
2020 TRAVEL TRENDS

NATIONAL
GEOGRAPHIC
TRAVEL

Here are the most wheelchair-
friendly beaches in the U.S.

é &

Q Popular Latest. The Atlantic

EDUCATION

Why School Still Starts After Labor Day in Michigan

The calendar is designed to bolster the economy—but some worry it hurts kids.

(+)

© hed by rmercader and 17.4 others

HOME FUN FAMILY VACATION VACATION PLANNING

Multi-Generational Travel: How
to Plan a Trip That Works for
Your Whole Family

Multi generational travel has ite perks~Like plenty of sitters and cousins for your
kids to play with—but will tt drive you nuts? Travel experts help you land on a
vacation that sults sveryona.


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