Celebrating the story of Detroit
Pure Michigan’s new campaign focuses on positive perceptions of city's comeback
"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
creative minds meet an industrial spirit to forge a new chapter for the city," said Dave Lorenz, vice president, Travel Michigan .
Bad weather may
have thwarted the premiere of a new Detroit Pure Michigan commercial in front of Detroit Tigers fans
at Comerica Park on Sunday night, but it won’t stop America’s great comeback story or
the launch of a new Pure Michigan marketing campaign highlighting the city.
“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 Dave Lorenz, vice president of Travel Michigan, part of the
Michigan Economic Development Corporation.
Since Aprill 11, a 30-second version of the commercial, entitled Story of Detroit, has been airing
as part of the Pure Michigan national advertising campaign. The same spot has
been on YouTube’s in-steam, non-skippable ads nationwide, generating an
estimated 7.9 million impressions.
A new Detroit
landing page michigan.org/detroitcomeback, featuring the
60-second Soul spot as well as other stories and content, is now live, and a
digital campaign will run with TIME to highlight the stories of the Detroit
Comeback. This will include original long-form content and photography that
will live on TIME.com, premium print placement for a Detroit-focused message
and Facebook and Twitter promotion on TIME social channels. In total, the TIME
campaign is expected to reach 11 million people.
Detroit is the gateway city to the entire state and it is important that travelers know its potential as a visitor destination.
“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,” said Lorenz.
from organizations across Detroit are celebrating the campaign launch,
including Larry Alexander, president and CEO of Detroit Metro Convention and
“Detroit is the
gateway city to the entire state and it is important that travelers know its
potential as a visitor destination,” said Alexander said. “Our city is
experiencing an unprecedented comeback and there is no better time for
travelers to visit. Travel Michigan’s new advertising campaign is the
perfect opportunity to tell our comeback story to the world.”
The Detroit Tigers
have partnered with Travel Michigan on a variety of promotions over the
years. Travel Michigan and the Tigers will celebrate Pure Michigan Day at
Comerica Park on Monday, June 6. Fans who come to see the Tigers take on the
Toronto Blue Jays will have the opportunity to showcase their Michigan pride
and the first 10,000 fans will receive a Pure Michigan coaster set.
A special Pure
Michigan ticket package will include Lower Baseline Box, Upper Box Infield or
Upper Reserved tickets and an exclusive Detroit Tigers/Pure Michigan shirt.
Pure Michigan Day
at Comerica Park is part of a partnership with the Detroit Tigers that also
includes Pure Michigan branding on the dugout railings and benches, as well as
advertising on TigerVision and the scoreboard throughout the regular season.
Tigers have been a terrific in finding creative ways to support our efforts to
showcase Detroit and help spread awareness of the Pure Michigan brand,” Lorenz
said. “The home games, and other events at Comerica, motivate people to travel
to metro Detroit; our goal with this new campaign is to inspire those visitors
to stay for a meal, to visit a museum or even make it a weekend getaway.”
More than 2.7
million fans are expected to be in attendance at Comerica Park this year, with
more than 25 million television viewers expected to watch Detroit Tigers
baseball in 2016. Additionally, close to 2,000 visiting media – local,
national and international – come to Comerica Park each year to cover teams
competing against the Tigers
Pure Michigan is a
brand representing business, talent and tourism initiatives across Michigan.
These efforts are driven by the Michigan Economic Development Corporation,
which serves as the state’s marketing arm and lead advocate for business
growth, jobs and opportunity with a focus on helping grow Michigan’s economy.
For more on the
MEDC and its initiatives, visit: michiganbusiness.org. For Michigan
travel news, updates and information, visit michigan.org.