MACKINAC 2007: Regional branding TV spots premiered
Source: Crain's Detroit Business
By: Jennette Smith
Published: May 31. 2007 12:48PM
New TV commercials and plans for the business-to-business application of the new brand for the region were rolled out at a Thursday morning session at the Mackinac Policy Conference.
The region’s new brand is both a project to boost tourism and part of the One D collaborative effort that includes among its goals improving perceptions about Detroit. It is a project being led by the Detroit Metro Convention & Visitors Bureau.
The 30-second ads launching in June, initially in Cleveland and Grand Rapids, depict men and women whose friends send video of the fun they are having in Detroit to their friend’s cell phone. In one spot, a man is suffering through dinner with his girlfriend’s parents. In another, a woman is on a nightmarish blind date.
The ads, created by bureau agency The Berline Group of Bloomfield Hills, are to run on Comedy Central and MTV. The TV spots are part of a larger media mix that is heavily weighted with exposure on the Web through various channels such as MySpace and Google.
“A campaign like this will be all over the Internet and will be talked about,” said Christopher Baum, bureau senior vice president of sales and marketing.
The campaign reaches out to potential visitors age 21-34 by promoting Detroit’s assets, namely cars, culture, gaming, music and sports. The graphic for the campaign lists the assets under a brushed metal “D.”
The campaign seeks early adopter individuals who like to try new things first and share experiences with others, said Eric La Brecque, principal of bureau consultant Applied Storytelling.
The bureau also is reinventing its Web site, visitdetroit.com, with features like YouTube videos, and conceptual maps of the region that make it easy to see entertainment districts.
The idea is to give a better understanding of the entire region at a glance and provide the opportunity to drill down further for information about specific destinations.
On the business-to-business side, the bureau is working with three organizations, the Detroit Tigers, Strategic Staffing Solutions and the Detroit Regional Chamber’s new young professions group, Fusion.
Each plans to promote the D “brand” in specific ways. For the Tigers, the D brand story will be in team publications. For Strategic Staffing, the brand is being used to sell the city to potential future employees.
“From a business standpoint we view this as a recruitment tool,” said Cindy Pasky, CEO of Strategic Staffing. By selling the city, the company can gain the 400 employees it needs, particularly IT specialists under age 30. In turn, the company continues to become more profitable and grow.
The bureau and its Tourism Economic Development Council are working with the three organizations to gain some specific success stories that will be used to recruit the next wave of participants, said Larry Alexander, president and CEO of the bureau.
Businesses that seek to learn more can participate in a Webinar on June 15 and a brand summit to be held at The Henry Ford in mid-October, the bureau said.
By: Jennette Smith
Published: May 31. 2007 12:48PM
New TV commercials and plans for the business-to-business application of the new brand for the region were rolled out at a Thursday morning session at the Mackinac Policy Conference.
The region’s new brand is both a project to boost tourism and part of the One D collaborative effort that includes among its goals improving perceptions about Detroit. It is a project being led by the Detroit Metro Convention & Visitors Bureau.
The 30-second ads launching in June, initially in Cleveland and Grand Rapids, depict men and women whose friends send video of the fun they are having in Detroit to their friend’s cell phone. In one spot, a man is suffering through dinner with his girlfriend’s parents. In another, a woman is on a nightmarish blind date.
The ads, created by bureau agency The Berline Group of Bloomfield Hills, are to run on Comedy Central and MTV. The TV spots are part of a larger media mix that is heavily weighted with exposure on the Web through various channels such as MySpace and Google.
“A campaign like this will be all over the Internet and will be talked about,” said Christopher Baum, bureau senior vice president of sales and marketing.
The campaign reaches out to potential visitors age 21-34 by promoting Detroit’s assets, namely cars, culture, gaming, music and sports. The graphic for the campaign lists the assets under a brushed metal “D.”
The campaign seeks early adopter individuals who like to try new things first and share experiences with others, said Eric La Brecque, principal of bureau consultant Applied Storytelling.
The bureau also is reinventing its Web site, visitdetroit.com, with features like YouTube videos, and conceptual maps of the region that make it easy to see entertainment districts.
The idea is to give a better understanding of the entire region at a glance and provide the opportunity to drill down further for information about specific destinations.
On the business-to-business side, the bureau is working with three organizations, the Detroit Tigers, Strategic Staffing Solutions and the Detroit Regional Chamber’s new young professions group, Fusion.
Each plans to promote the D “brand” in specific ways. For the Tigers, the D brand story will be in team publications. For Strategic Staffing, the brand is being used to sell the city to potential future employees.
“From a business standpoint we view this as a recruitment tool,” said Cindy Pasky, CEO of Strategic Staffing. By selling the city, the company can gain the 400 employees it needs, particularly IT specialists under age 30. In turn, the company continues to become more profitable and grow.
The bureau and its Tourism Economic Development Council are working with the three organizations to gain some specific success stories that will be used to recruit the next wave of participants, said Larry Alexander, president and CEO of the bureau.
Businesses that seek to learn more can participate in a Webinar on June 15 and a brand summit to be held at The Henry Ford in mid-October, the bureau said.
Labels: InTheNews, One D, regionalism
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