Programs

  • Program 1 [2020]

    A BULK OF OUR MARKETING EFFORTS ARE IN THE LEISURE TRAVEL MARKET. WE MARKET TO DIFFERENT DEMOGRAPHICS DEPENDING ON THE TIME OF YEAR. FOR EXAMPLE, IN SPRING, FALL AND WINTER WE TARGET GEN-X AND BOOMERS AS WELL AS MILLENNIALS. IN SUMMER, WE TARGET MILLENNIALS AND FAMILIES. PRIMARILY WE PROMOTE WINE AND CULINARY OFFERINGS, OUTDOOR RECREATION, EVENTS, GOLF AND SLEEPING BEAR DUNES; SECONDARY PROMOTIONS INCLUDE SHOPPING, ENTERTAINMENT, AND CASINOS. WE TAKE A DICHOTOMOUS APPROACH TO MARKETING-- POINTING OUT THAT VISITORS CAN ENJOY BOTH AN INDOOR AND OUTDOOR EXPERIANCES IN ONE TRIP. TRAVERSE CITY TOURISM HAS A ROBUST MEETING, GROUP SALES AND SERVICES DEPARTMENT. OUR GOAL IS TO ATTRACT MEETINGS IN OFF PEAK TIMES FOR OUR HOTELS, BOTH MEETING AND SELECT SERVICE PROPERTIES, FROM WITHIN THE STATE, REGIONALLY AND NATIONALLY. TARGET MARKETS INCLUDE STATE, REGIONAL AND NATIONAL ASSOCIATIONS, CORPORATE, SMERF (SOCIAL, MILITARY, EDUCATION, RELIGIOUS, AND FRATERNAL), SPORTS, AND GROUP TOUR. OUR MAIN FOCUS IS OUR "DRIVE MARKETS" INCLUDING MICHIGAN, ILLINOIS, INDIANA, OHIO, AND SOME PARTS OF PENNSYLVANIA FOR OUR SPRING, FALL AND WINTER MARKETING. WE PROMOTE TO FLY-IN MARKETS BY EXPANDING PROMOTIONS TO INCLUDE ATLANTA, NEW YORK, DENVER, DALLAS, MINNEAPOLIS, CHARLOTTE, WASHINGTON, PHOENIX, AND SEVERAL MARKETS IN FLORIDA. WE ARE ALSO A PART OF A MARKETING PARTNERSHIP KNOWN AS DISCOVER NORTHERN MICHIGAN WHICH INCLUDES THE CVB'S OF GAYLORD, CHARLEVOIX, PETOSKEY, AND MACKINAC ISLAND. THIS IS A COOPERATIVE MARKETING PARTNERSHIP IN COOPERATION WITH TRAVEL MICHIGAN, TO HELP PROMOTE TO THE DALLAS AREA WHICH HAS A DIRECT FLIGHT TO TRAVERSE CITY'S CHERRY CAPITAL AIRPORT IN THE SUMMER MONTHS. WE ALSO HAVE A NATIONAL AND INTERNATIONAL AWARENESS COMPAIGN WITH PURE MICHIGAN.
    Geographies
    Not indicated
    Dates
    Jan 1, 2020 – Dec 31, 2020
    Source
    990
    No causes provided
    No populations provided
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  • Tourism Marketing and Group Events

    1. MARKETING THE DESTINATION TRAVERSE CITY TOURISM FOCUSES THE MAJORITY OF ITS MARKETING EFFORTS ON THE LEISURE TRAVEL MARKET KNOWING THAT LEISURE ALSO DRIVES GROUP DEMAND. TARGET AUDIENCES VARY DEPENDING ON THE TIME OF YEAR, THEME, EVENTS, AND ATTRACTION HIGHLIGHTS. THROUGHOUT MUCH OF THE YEAR WE TARGET MARKET SEGMENTS THAT ALIGN WITH OUR VALUES AND SHOW A PROPENSITY TO CONVERT. FREQUENT THEMES FOR PROMOTION INCLUDE: AGRICULTURE, CULINARY AND WINE / CRAFT BEVERAGE OFFERINGS; OUTDOOR RECREATION; EVENTS; GOLF; AND SLEEPING BEAR DUNES. ADDITION AREAS OF FOCUS INCLUDE SHOPPING, ENTERTAINMENT, CASINOS AND MORE. TCT ENGAGES IN COLLABORATIVE MARKETING PARTNERSHIPS WITH REGIONAL PARTNERS TO BUILD AWARENESS OF COMMON REGIONAL ASSETS AMONG TARGETED INTEREST GROUPS AND COLLABORATES WITH PURE MICHIGAN AT A NATIONAL AND REGIONAL LEVEL TO PROMOTE OUR REGION. SUCCESS IS MEASURED OVER THE LONG-TERM IMPACT ON THE DESTINATIONS ECONOMY, AS WELL AS BY EVALUATING NEAR-TERM ACCOMPLISHMENTS REACHING TARGETED AUDIENCES WITH OUR CAMPAIGN. WE USE GOOGLE ANALYTICS, SMITH TRAVEL RESEARCH, AIRDNA, AND OTHER RESEARCH TOOLS TO TRACK OUR MARKETING EFFORTS AND CONVERSION. ONE OF THE BEST INDICATORS OF EFFECTIVENESS IS MONITORING OUR MONTHLY ASSESSMENT COLLECTION TO ANALYZE YEAR-OVER-YEAR REVENUES. WE ACTIVELY REVIEW VISITOR NUMBERS TO THE SLEEPING BEAR NATIONAL LAKESHORE AND TVC THROUGHPUT. WE ALSO SEEK OUT ANECDOTAL INFORMATION FROM OUR MEMBERS TO HELP DETERMINE WHAT THEY ARE OBSERVING AND TO CORROBORATE THE DATA WITH PERSONAL EXPERIENCES AND MEMBER DATA. 2. PROMOTING AND SUPPORTING CONFERENCES, MEETING AND GROUP TRAVEL, AND INTERNATIONAL TRAVERSE CITY TOURISM HAS A SALES AND GROUP SERVICES DEPARTMENT THAT ASSISTS THOSE PLANNING A MEETING OR OTHER GROUP EVENT IN THE AREA. OUR PRIMARY GOAL IS TO PROACTIVELY ATTRACT MEETINGS AND EVENTS THAT TAKE PLACE DURING OFF-PEAK TIMES (NEED TIMES), HELPING ENSURE GREATER INDUSTRY SUSTAINABILITY BY SPREADING OUT DEMAND FOR HOSPITALITY BUSINESSES AND STAFF RESOURCES. TARGET GROUP MARKETS INCLUDE BUT ARE NOT LIMITED TO STATE, REGIONAL AND NATIONAL ASSOCIATIONS; CORPORATE; SMERF (SOCIAL, MILITARY, EDUCATION, RELIGIOUS AND FRATERNAL); SPORTS; AND GROUP TOURS.
    Geographies
    Not indicated
    Dates
    Jan 1, 2023 – Dec 31, 2023
    Source
    990
    No causes provided
    No populations provided
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