Frankenmuth

The 2021-2022 fiscal year was a year of re-engaging in our pre-pandemic Advertising and Publicity efforts. Our strategy was to get back to our diverse marketing plan - made up of a variety of print, digital, social, billboard, and any other unique opportunities we found. Fall of 2021 started off strong, which led into a very busy Christmas season. For the first time ever, we invested into a $75,000 diverse marketing plan for The Frankenmuth Christmas Experience. Using this to showcase our new seasonal investments including the Frankenmuth Ice Rink, Christmas Shuttle, and expanded Christmas Guide. Christmas 2021 was our first use of the interactive marketing platform, Bandwango, that has helped us gamify the Stop and Snap Locations and Gnome Hunt. While we saw a resurgence of covid during the winter months, demand for travel continued to be high, which led to a very successful spring and summer tourism season. In addition to our traditional efforts, we expanded our Pure Michigan partnership with their new marketing agency offerings. We also made a concerted effort to expand our video and photo assets. Additionally, we began to collect more data for destination intelligence to use in marketing and advertising decisions. As we look ahead to the next year, we are excited about the new opportunities. As with every transitional period, there comes the opportunity to learn new things, explore new avenues, and have new perspectives. We are confident that our advertising and publicity efforts will continue to be a leader in the industry and help lead Frankenmuth to long term stability and success. Advertising Publicity A N D 7

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