A national perspective on place marketing - tourism economies can increase community prosperity.

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Introducing Atlas
1. Denver-based marketing services company, specializing in economic development
2. Founded in 2001, with 30 employees
3. Has worked with more communities than any other destination marketing services firm in
the past 10 years: 160+ in 43 states and 6 countries
4. Specialize in providing branding, marketing planning, digital marketing, and GIS enabled
websites, all tourism and economic development
5. Atlas Advertising is a results-based destination and economic development marketing firm
that provides:
– Results-based visitor attraction/engagement services designed for travel destinations
– National benchmarks for performance
– An arsenal of strategic tools and media relationships to leverage tourism for job creation,
economy stimulation and visitor attraction that generate specific results.

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• View and share the slides with your colleagues:
www.slideshare.com/wright0405
View the slides, continue the dialogue

4. 4
Your Webinar Hosts
Guillermo Mazier – VP, Strategic Accounts, Atlas Advertising
– Former economic developer and tourism marketer for the Costa Rican
Investment and Trade Development Board
– Managed economic development and tourism campaigs for Tortugero, CR
– Industry speaker, content strategy and digital marketing specialist
George Zimmerman– Chairman, Longwoods International USA Inc.
– Former VP of Travel at Michigan Economic Development Corporation
– Over 2 decades of experience in tourism destination marketing
– Helped operate a campaign that Forbes ranked among the top ten tourism
promotion campaigns worldwide
Rebecca Latham– Cabinet Secretary at New Mexico Tourism
– Former Director of Tourism and Economic Development for the Town of Red
River
– In 2013 Rebecca was named New Mexico’s Tourism Professional of the
Year
– Under her leadership the department is focused on building awareness and
driving travel to The Land of Enchantment through the New Mexico True
campaign, which delivers a 7:1 ROI at the tax base level

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A National Perspective on place marketing
A Visitor
Repeat Tourist
A visitor’s $ impacts the
community’s economic
bottom line
Potential
Workforce
Tourism $ drive
Business growth in
the community
Drives resident
pride in the
community
Move or
start a
business
Tourism Economies Can Increase Community Prosperity
The Role of Tourism and Economic Development
Creates a prosperous economy

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Why Your Community
Should Care About Tourism
as an Economic Driver?

7. 7
Tourism
employment
growth outpaces
all other traded
sectors combined
(since 1998)
http://statistics.unwto.org/publication/sources-and-methods-labour-statistics-employment-tourism-industries-special-edition

8. 8
$1.5 trillion
economic output
from the travel and
tourism industry in
the United States
Source: https://www.ustravel.org/sites/default/files/page/2011/08/e_Power_Travel_Promotion1.pdf

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1- 18 Americans is
employed, either
directly or indirectly, in
a travel or tourism-
related industry
Source: http://www.bea.gov/newsreleases/industry/tourism/tournewsrelease.htm

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Economies of Scale Need Diversification

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How Municipal Organizations Are
Talking about the Tandem
1.0 PURPOSE
The County of Prince George, Virginia is seeking
Requests for Proposals (RRP) from firms that are
interested, experienced and knowledgeable in
preparing county-wide economic development and
tourism plans.
2.0 BACKGROUND
Prince George County, VA is located 28 miles
south of Richmond, 89 miles west of Virginia
Beach and 136 miles south of Washington DC.
The transportation nexus within the county
includes I-95, I-295, US Route 460, a Norfolk
Southern mainline and Richmond International
Airport is just 25 minutes away. Our community’s
population is currently 35,725.

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How Municipal Organizations Are
Talking about the Tandem
Economic Development & Tourism planning is performed by the County of
Prince George Economic Development Department located within County
Administration. The Prince George County Board of Supervisors has
authorized staff to update the vision and direction set forth in the 2007
Strategic Economic Development Plan. Development of this new strategy
would include County Administration, the Industrial Development Authority,
our county citizens, and local organizations with ultimate approval resting
with the County Board of Supervisors.
3.0 STATEMENT OF NEEDS
The purpose of the strategic economic development and tourism plan is to
evaluate the current status of the local economy and chart a new direction
for economic development and tourism within the County.

13.
Tourism Marketing Powers
Economic Development
George Zimmermann
Chairman, Longwoods International USA
gzimmermann@longwoods-intl.com

14. My Presentation
2/ Halo Magic
Research demonstrates
strong lift from destination
promotion and visitation on
both tourism AND economic
development image.
1/ Case Study
Developing a singular state
brand for tourism and
economic development.

15. Pure Michigan Case Study

16. ü Not here to tell you what may or may
not work for you.
ü Here to share how Pure Michigan happened
and its results.
ü Was not a straight line.
Pure Michigan Case Study

17. Four Keys to Pure Michigan
ü A powerful brand that inspires confidence and
produces results.
ü ROI data that proves effectiveness.
ü Industry leadership and unity behind the data
and the brand.
ü Sufficient budget to promote the brand.

18. Pre-Pure Michigan Budget Declines
$8.0
$7.4
$6.4
$5.7 $5.7
3
4
5
6
7
8
9
2001 2002 2003 2004 2005
Millions

19. 2005: Rock Bottom
ü Doing less every year, due to
budget cuts.
ü Demoralized, fragmented private
sector.
ü Business declines in middle of
decade-long Michigan recession.
ü Ranked 50th in hotel occupancy
rate.
ü One bright spot: got first
advertising return on investment
results for 2004 (Longwoods).

20. First ROI Data (2004)
ü MI spent $3.5 million on
advertising.
ü Generated 990,000 trips to state.
ü Those visitors spent $164 million.
ü And paid $11.5 million in state
taxes.
ü MI got $3.27 in taxes for each
ad dollar spent.
Source: Longwoods ROI and Image Study

21. 2006: Budget Increased to $13.2 Million
We created a new brand
for the state:

22. Consistent Award-Winning Campaign

23. Ten Best Tourism Campaigns Ever
1. Las Vegas (“what happens here, stays here”)
2. Incredible India
3. New Zealand
4. Australia (Paul Hogan, 1980s)
5. Jamaica
6. Pure Michigan
7. Alaska (B4UDIE billboards, 2005)
8. Canada
9. Oregon
10. Virginia (is for Lovers)

24. Industry Rallies for Pure Michigan

25. Pure Michigan Budgets
$5.7
$13.2 13.20
$17.5
$28.0
$17.0
25.00 $25.0 25.00
$29.0 29.00
$0
$5
$10
$15
$20
$25
$30
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Millions

26. 2010 Michigan Governor’s Race
MichaelFinney
Republican Rick Snyder makes
Pure Michigan a campaign issue.
He calls for consistent funding at
$25 million per year.
For a campaign created during
the previous DEMOCRAT
administration!

27. Snyder Team Cancels “Upper Hand” Campaign
Michael Finney

28. Michigan’s Marketing Brand

29. Michigan’s Marketing Brand

30. Pure Michigan: Off to the Races

31. Water

32. Coke

33. Detroit Tigers

34. Agriculture

35. Kroger

36. Non-Profits

37. New Standard License Plate

38. Michigan = Pure Michigan

39. Pure Michigan Results 2006 – 2014
ü Generated 22.4 million out-of-state
trips to Michigan.
ü Those visitors spent $6.6 billion at
Michigan businesses.
ü They paid $459 million in state
taxes on those trips, primarily sales
tax.
ü Cumulative Pure Michigan ROI
is $4.81.

40. Even with those Results
¤ Michigan tourism is under-
marketed and under-funded
¤ In fact, every destination in
America is under-marketed and
under-funded, it’s only a
question of by how much
¤ We are leaving money and jobs
and taxes on the table
¤ Not a single destination is a top
100 U.S. advertiser, not even
Las Vegas with a $110 million
marketing budget

41. “Run Government Like a Business”
¤ Michigan Tourism Business
¤ $18.7 billion revenue (visitor
spending)
¤ $29 million marketing budget
¤ Progressive Insurance
¤ $18.2 billion revenue
¤ $595 million U.S. advertising
budget (20 times Michigan’s
budget!)

42. “A surge in tourism from visitors outside of
Michigan is helping increase demand for vacation
houses in the region, where the median home
price is about a quarter of that in the Hamptons.”
Bloomberg, Sept. 14, 2012
It’s About More Than Tourism

43. Impact of Destination
Campaigns on
Economic
Development

44. The Halo Effect in Psychology
Edward L. Thorndike
1874 - 1949

45. The Halo Effect in Marketing

46. Method
¤ Recent large-scale online
surveys of a representative
sample of adults 18+ in
advertising markets for seven
U.S. states and two CVBs.
¤ Non-residents only included for
analysis.
¤ Focus on image lift created by:
A. Tourism ad awareness.
B. Visiting the destination.
Sample
North Dakota 893
Wisconsin 1,336
Ohio 1,006
North Carolina 1,601
New Mexico 6,032
Minnesota 1,698
Michigan 4,022
Portland OR 997
Lake Erie Shores
& Islands OH
1,053
TOTAL 18,638

47. Method
¤ Respondents shown client ads across
media channels to measure awareness.

48. Impact of Michigan’s 2014 Tourism Campaign on
State’s Economic Development Image
0 10 20 30 40 50 60
A good place to live
A good place to start a career
A good place to start a
business
A good place to attend college
A good place to purchase a
vacation home
A good place to retire
Percent Who Strongly Agree
Aware Unaware
Base: National Out-of-State Residents
+81%
+59%
+50%
+41%
+100%
+79%

49. Impact of Visitation on Economic
Development Image

50. Impact of Visitation on Michigan Economic
Development Image
0 20 40 60 80
A good place to live
A good place to start a career
A good place to start a business
A good place to attend college
A good place to purchase a
vacation home
A good place to retire
Percent Who Strongly Agree
Past 2 Yrs Never
Base: National Out-of-State Residents
+100%
+100%
+139%
+56%
+109%
+147%

51. The Power Combination
Tourism Marketing
Incremental Visitation

52. “A Good Place to Live”
65
70
146
0 50 100 150 200 250
Advertising
Visitation
Advertising Plus Visitation
Percent
% Image Lift Across Nine DMOs

53. “A Good Place to Start a Career”
79
77
163
0 50 100 150 200 250
Advertising
Visitation
Advertising Plus Visitation
Percent
% Image Lift Across 9 DMOs

54. “A Good Place to Start a Business”
79
96
194
0 50 100 150 200 250
Advertising
Visitation
Advertising Plus Visitation
Percent
% Image Lift Across Nine DMOs

55. “A Good Place to Attend College”
66
80
143
0 50 100 150 200 250
Advertising
Visitation
Advertising Plus Visitation
Percent
% Image Lift Across Nine DMOs

56. “A Good Place to Purchase
a Vacation Home”
90
86
201
0 50 100 150 200 250
Advertising
Visitation
Advertising Plus Visitation
Percent
% Image Lift Across Nine DMOs

57. “A Good Place to Retire”
79
69
164
0 50 100 150 200 250
Advertising
Visitation
Advertising Plus Visitation
Percent
% Image Lift Across Nine DMOs

58. In Conclusion
ü Tourism marketing
attracts visitors and their
money, creating jobs &
paying taxes.
ü Tourism marketing is
destination branding for
every purpose.
ü Expand tourism
marketing to promote
economic growth.

59. Tourism Marketing Powers
Economic Development
George Zimmermann
Chairman, Longwoods International USA
gzimmermann@longwoods-intl.com

61. Economic Impact of
Tourism in New
Mexico
• Direct visitor spending in NM
reached $6.1 billion in 2014
– Up from $5.5 billion in 2011
• Tourism in NM generated $610
million in state and local taxes in
2014
– Up from $565 million in 2011
• Direct visitor spending offset the
average household tax burden
by $810
– Up from $747 in 2011

62. State-Wide Economic
Impact
• Nearly 89,000 jobs,
associated with income of
$2.3 billion, were sustained
by visitors to NM last year.
– Up from 86,000 in 2011
• 8.2 percent of all jobs in the
state (1 in 12) are sustained
by visitor spending.

64. Print Ad

65. Digital Banners

66. Airport
Dioramas

69. • Sandoval
County
• Acoma Pueblo
• Aztec
• Bloomfield
• Gallup
• Angel Fire
• Grants
• Zuni Pueblo
• Deming
• Elephant Butte
• Las Cruces
• Lordsburg
• Mesilla
• Grant County
• Socorro
• T or C
• Alamogordo
• Artesia
• Carlsbad
• Carrizozo
• Cloudcroft
• Clovis
• Portales
• Roswell
• Ruidoso
• Taos Ski
Valley
• Los Alamos
County
• Eagle Nest
• Las Vegas
• Mora
• Raton
• Santa Rosa
• Tucumcari
• Abiquiu
• Chama
• Española
• Jemez Pueblo
• Jemez Springs
• Los Alamos
• Madrid
• Red River
• Taos
• Taos Pueblo
• Bernalillo
• Edgewood
• Moriarty
• Mountainair
• Rio Rancho
• Silver City
• Questa

71. Commitment to
Research
In the last year alone:
• Economic Impact of Tourism
(Tourism Economics)
• ROI and Halo Effect (Longwoods)
• Visitation Study (Longwoods)
• Advertising Effectiveness Study
(Longwoods)
• Visitor Profile (Internal)

73. State of our Brand
STATE
TOURISM
BRAND
WE ARE HERE
SINGULAR
BRAND &
PROACTIVE
PARTNERSHIPSVISIBILITY
EXPANSIONORGANIC
ADOPTION
INDUSTRY
ADOPTION
LAUNCHED 2012
3:1 ROI
• Co-Opera@ve
Adver@sing
• Event
Sponsorships
• Many True
communi@es
in 2014
• Record breaking
tourism growth
• Use of brand
beyond tourism
(Flagship Foods,
Mesilla Valley
Trucking, etc.)
• New data on
tourism impact
on economic dev
image ra@ngs
2013/2014
2015 • License plates
• Entry point signage
• True Cer@fied
program growth
• Co-Op adver@sing
and Event
sponsorship
expansion
• Shared “image
pale[e” and
branding with state
and local EDOs
• Other proac@ve
partnerships within
state government
and private sector
2016
2016

78. NM True Certified
505 Brand Salsas

80. Recommended Approach:License
Plates

81. Entry Point
Signage
CREATIVE EXAMPLE

82. Entry Point
Signage
CREATIVE EXAMPLE

86. 5 Tips to Leverage
Tourism Success for
Economic Development
1. Determine POD and
develop unified brand
messaging around that
2. Make assets available to
stakeholders
3. Take a strategic approach
that includes research
4. Develop disciples
5. Drive conversations

87. “Deep. South.”

88. 88
5 Strategies
to Leverage

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1. Marketing Strategy, Branding and
Campaign Development
• Places leave the most lasting impressions, tangible or intangible, on human
beings. And, human beings still make the decision where a company stays or
relocates to and similarly where they want to vacation .
• As the world becomes more competitive at a faster and faster rate, choices for
visitors and companies get harder. Digital has become the game changer.
• As companies work to locate where workforce is and as visitors seek out their
next vacations, how your brand attracts and retains those audiences is that
destination’s challenge of the next 25 years.
• Having a brand gives you the tools to have a real dialogue about your place.

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Existing
Marketing
Marketing
Metrics
Conversations
Budgets and
Planning
Partnerships Digital
Audience
6 Things to Consider When Starting Content
Marketing for your DESTINATION

91. 91
2. Tourism as workforce attraction strategy

92. 92
3. Marketing of Local Assets
(celebrities, products, and attractions to generate national awareness)

93. 93

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4. Using Tourism as Targeted Industry

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1. Participation in an Economic
Development and Tourism
Co-Op Marketing
Opportunities
2. Working with Economic
Development and chambers
orgs
3. Aligning of tourism with an
economic development
messages
4. Partnership with an academic
institution
5. Collaborate to
maximize impact

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Guillermo Mazier
303.292.3300 x 232
929 Broadway, Denver, CO 80203
guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
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