Detroit 'cool'

Reading about this new promotional campaign for the city of Detroit excited mine. I think that this idea could be a huge success. Many people worked very hard to get this idea developed, and they deserve a great deal of credit and respect. I respect them because they did not give up on Detroit, but rather they continued to work on an idea that will show people how great Detroit can be.

The attributes selected for this campaign have good variety and are all interesting. I agree with Larry ALexander, president and CEO of the DMCVB, when he said that these strenghts "best set us apart from other cities" (1). Alexander and others have done extensive research and surveys on this project and it looks like they captured the five best atrributes for Detroit. These strenghths are diverse and innovatice, which should grab people's attention.

One of the reasons why I think this campaign will work is because it specifically targets the ages between 21-34. The article mentions that the campaigns's "target audience is much narrower than past efforts" (2). To me, this makes sense and is a great idea. Narrowing the target audience down allows you to focus your attention on the people who will most likely enjoy and respond to the promotion. The research team decided that this age group gives the campaign the best chance for working, something I agree with.

Detroit has heard many visitors say that Detroit's offerings have not been easy to find or well-promoted. In response to this the TEDC, (Tourism Destination Districts) has geared this campaign toward making life on their tourists much easier and more enjoyable by chossing five specific districts. The Districts include Downtown Dearborn, Wayne, Macomb, South Oakland, and North Oakland. This will provide tourists with a great way to understand and enjoy metro Detroit through "concentrated , smaller destinations" (2) making their trip that much better.

In response to the visual, I see creativeness, ingenuity, and classiness. The DMCVB gave this campaign a logo that looks fresh, alive, and positive. I think they did a great job with it. Putting the campaign's five strengths/attributes on the logo is a nice touch because it reminds their audience what Detroit 'cool' is all about.

Here is a link to the article!