Post Number: 842
|Posted on Wednesday, June 13, 2007 - 1:49 pm: || |
Ad campaign aims to bring young people to Detroit
June 13, 2007
By KATHERINE YUNG
FREE PRESS BUSINESS WRITER
The Detroit Metro Convention & Visitors Bureau on Wednesday announced plans to market the area to young adults in Grand Rapids and Cleveland, using three television commercials touting Detroit as a hip and exciting destination.
For the first time, the organization is trying to attract more visitors to southeastern Michigan by going after 21 to 34-year-olds who live within a five-hour drive of Detroit. Most of the visitors who come to the area for leisure trips live in Western Michigan and Cleveland.
The bureau’s research found that Detroit’s auto attractions, casinos and music and sports activities particularly appeal to these young adults. And though they spend on average about 25% less money on a typical trip than older adults, they travel more frequently.
“Detroit was appealing [to them] and they were open to new experiences,” said Carolyn Artman, a spokeswoman for the bureau.
The commercials are part of a new advertising and marketing campaign featuring Detroit’s new brand identity – a “D” on top of the words “cars, culture, gaming, music, sports.”
The commercials began airing earlier this month on cable channels such as MTV and Comedy Central. They will run throughout the summer and the fall.
On Wednesday, the Convention and Visitors Bureau also unveiled a tool kit containing logos, images, maps and other information that businesses and local organizations can use in their own marketing efforts.
The Detroit Tigers, Strategic Staffing Solutions and the Detroit Regional Chamber have already used the kit. The Tourism Economic Development Council plans to hold two events about the kit – a Webinar on July 11th and a brand summit in Dearborn in mid-October.
Contact KATHERINE YUNG at 313-222-8763 or email@example.com.
Copyright © 2007 Detroit Free Press Inc.