Pure Michigan’s Digital Strategy

Presented by:Leena Maqsood

Why Digital Strategy

Goal & Objectives in consonance to Michigan Tourism Strategic Plan

1. Increase Canadian visitors to Michigan from 1.54 million in 2011 to 2.15 million by 2017. 

2. Collaborate with corporate sector to promote, market and publicize Pure Michigan.

3.  Raise Michigan’s ranking among the index of desirable place to visit in Portrait of the American Traveler Report from 28th in 2010 to at least in first half of 20s by 2017.

Raise the visitor spending from $17.7 billion in 2011 to $21.5 billion in 2017.

Target Audience

Michigan is UNIQUE in offering something to every age group.

Tap the potential of students in the educational institutes of Michigan State.

This Big Idea will be implemented free of cost.

Pure Michigan Goes Digital

• Campaign Launch – Before, During and After

• Campaign team

Mobile Marketing Strategy

1. One – click mobile website conversion

2. Mobile Coupons

$ 11.3 Million

(This amount covers human resource, program, administrative and mobile marketing strategy cost).

1st Aug. 2013 – 31st July. 2014

Note: All the images used in this presentation are copied form Google Search Engine.