|
ARCHIVES
|
Feb/Mar 2003
March 28, 2003
Vol. 2
Issue 3
|
Jan 2003
February 7, 2003
Vol. 2
Issue 1
|
Dec 2002
December 20, 2002
Vol. 1
Issue 11
|
Nov 2002
November 26, 2002
Vol. 1
Issue 9
|
Oct 2002
October 29, 2002
Vol. 1
Issue 8
|
Sept 2002
October 2, 2002
Vol. 1
Issue 7
|
Aug 2002
September 5, 2002
Vol. 1
Issue 6
|
July 2002
July 29, 2002
Vol. 1
Issue 4
|
June 2002
June 28, 2002
Vol. 1
Issue 3
|
May 2002
May 23, 2002
Vol. 1
Issue 2
|
April 2002
April 17, 2002
Vol. 1
Issue 1
|
|
|
|  |
|
|
Michigan Week Offers Unique Marketing Opportunity
By Dr. William Anderson, Director of Michigan Department of History, Arts and Libraries
Last week Governor Granholm officially proclaimed Michigan Week, May 17-26, 2003, tagged with the theme: “Great Lakes, Great Traditions: Celebrating Michigan’s Heritage.” If you’ve made Michigan your home for quite some time, you’re likely familiar with this annual event; if you’re new to tourism in the Great Lakes State, Michigan Week is a tradition on which you can frame some truly unique and energizing initiatives.
 Considering the current economic and security challenges we’re facing, I believe Michigan Week offers just the mix of tradition, nostalgia and celebration to help tourism-driven businesses create marketing campaigns that will attract new and lapsed interest in Michigan – both from in-state travelers and those from other states.
Started in 1954 by the late Don C. Weeks, the weeklong celebration began as a tribute to the best in Michigan – a means to promote state pride among citizens and to celebrate the rich heritage and abundant natural assets that make Michigan special. In order to give each new celebration focus, a theme is chosen and chairpersons are selected. This year, Governor Granholm serves as honorary Michigan Week chair; Kellogg’s Tony the Tiger™ and Ernie Keebler™ serve as celebrity co-chairs; and I am Michigan Week chair.
You might be asking, “What makes Michigan Week different from every other anniversary celebration?” I think the No. 1 factor that differentiates Michigan Week from everyday celebrations is that it can serve as a catalyst for more than just a celebration. It gives businesses and organizations the opportunity to use the focus and reputation of Michigan Week to lay the groundwork for something that will have meaningful impact long after the confetti and streamers have been swept away.
For example, Michigan Week can be the launching pad for you to:
- Establish a capital program that will fund community improvements
- Mark the start of the state’s tourism season
- Create a campaign reminding residents why it’s good and desirable to live in your area
- Salute milestones that have positively defined your industry
- Offer contests or giveaways that highlight your business’ unique heritage; while taking part in the activity, people will simultaneously be learning about your business
- Announce partnerships that tie you to other businesses in the community or region that would – by leveraging each other’s strengths – create “package tours” for visitors.
An excellent case in point is an upcoming event in Ludington on May 15. The Lake Michigan Carferry Service is celebrating the 50th year of service of the S.S. Badger. At the re-christening event, the State of Michigan and Travel Michigan will announce a new cultural tourism initiative. The timing of this event makes it a perfect pre-cursor to Michigan Week and – since the celebration contains elements of heritage, tradition and tourism – we have marketed it to the industry as a must-see occasion.
That is just one example, but the possibilities are absolutely limitless. Luckily, this is not a one-shot deal. Because Michigan Week occurs the same time every year, there are opportunities to plan long-term programs that can build momentum season after season. With its unmatched natural beauty, cultural and historical assets, and midwestern appeal, Michigan is a marketing bonanza. Developed and nurtured properly, a Michigan Week celebration campaign can be a seriously powerful tool in your promotion efforts and goodwill building. For more information, visit www.michigan.gov/hal.
|
|
|
