Ad Campaign Promotes Detroit as America’s Comeback City

May 4, 2016

Detroit SkylineA new marketing campaign is reaching millions of viewers on the Internet as the state of Michigan strives to promote tourism in Detroit.

Last Monday, a 30-second non-skippable clip played on YouTube as a part of a wide-reaching campaign to highlight the city’s comeback as one of America’s greatest cities. An estimated 7.9 million impressions were reached in a single day as YouTube viewers did not have the option to bypass the advertisement.

“This is more than a leisure travel campaign — this is really about challenging and shifting people’s perceptions of Detroit and celebrating America’s great comeback story,” said vice president of Travel Michigan Dave Lorenz. “We want people across the state, the nation and around the world to see Detroit for what it really is — a vibrant city with hard working, passionate people; a place where old and new are uniting in unexpected ways; and, a place where creative minds meet an industrial spirit to forge a new chapter for the city.”

On the state of Michigan’s website, there is now a new Detroit landing page that features the city’s new ad campaigns and other stories about the city told through visual media. Weather prevented a campaign launch event, but Pure Michigan Day at Comerica Park in June will provide an additional opportunity to show off the new branding.

Lorenz and the ad creators at Travel Michigan hope that the Pure Michigan campaign will encourage vacationers to visit the area and experience all the positive change Detroit has seen in recent years. Studies have shown that going on vacation is the activity that makes families most happy, and the city of Detroit is planning a number of family-friendly events for this coming summer vacation season.



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