DETROIT, Jan. 31, 2007 - Hot
cars. Leading-edge
music. Vegas-style gaming. Diverse culture. Championship sports. These
are
the attributes that define metro Detroit and offer the most appeal as a
tourism
destination, according to the Detroit Metro Convention & Visitors
Bureau
(DMCVB) which unveiled a new "brand identity" for the region today
(Wednesday,
Jan. 31).
The brand positioning and its graphic representation: "D. Cars,
Culture, Gaming, Music, Sports," was introduced at the Bureau's annual
membership meeting
at the Detroit Opera House and attended by nearly 400 tourism,
hospitality, and civic leaders.
According to Larry Alexander, president & CEO of the DMCVB, the new
identity was developed after more than a year of extensive research to
positively shape
tourist perceptions of the region over time. It will be the foundation
of
a long-term strategy for marketing metro Detroit worldwide as an
exciting destination for leisure tourism, meetings and conventions.
"The brand identity resulted from surveys of more than 1,300 visitors
and
focus groups in five cities that identified Detroit as "the American
city
where cool comes from," said Alexander. "This identity focuses on five
strengths
that best set us apart from other cities -- our auto and music
heritage,
our distinctive cultural product, Vegas-style gaming, and sports.
Together,
these strengths, delivered the way metro Detroit delivers them, give us
a
rare opportunity to own a very powerful and compelling idea -- and
that's
the first order of business in building a world-class tourism brand
identity."
Detroit "cool" was one of three ideas tested -- and one that resonated
extremely
well with focus groups in five regional cities (Cleveland and Columbus,
Ohio;
Fort Wayne, Ind.; Grand Rapids, Mich; and London, Ontario) as well as
with
local civic, government and corporate stakeholders, Alexander said.
The research found that among 11 regional cities, including Chicago,
Toronto,
Cleveland, Pittsburgh and Indianapolis, Detroit was the only city
perceived
to offer a travel experience appealing primarily to young adults.
Within
the adult focus, the study concluded that the 21 to 34-year-old
demographic
was the best visitor target audience for metro Detroit. Members of this
demographic
are most willing to spend disposable income on new travel and
entertainment
experiences, and they are open-minded and adventurous opinion- setters
who
are motivated to share their experiences with family and friends. This
age
group is considered to be the best type of visitor for whom Detroit can
be
positioned as a 'new' destination, ripe for discovery.
Notably, this target audience is significantly narrower than past
efforts,
which have tended to spread marketing and advertising dollars across a
broader
spectrum -- resulting in little increase in leisure tourism visitation
over
the past five years.
Alexander emphasized that "D. Cars, Culture, Gaming, Music, Sports," is
an
identity reinforcing the assets that define Detroit's 'cool' but stated
that
the Bureau will not use a slogan as a part of its branding campaign.
"The role of a slogan in spurring tourism is overestimated," he said.
"With
the exception of Las Vegas, destination slogans are rarely memorable or
representative
of the area's tourism product. We will use a variety of words and
images
to consistently convey metro Detroit's brand story."
He noted that the brand identity provides an opportunity for clear,
consistent
and compelling communications with value that can extend beyond an
individual
campaign. It provides the entire community with a common understanding
and
frame of reference to understand and communicate a unified message
about
metro Detroit.
"This new brand establishes a story about the region that we plan to
use
to its full potential to contribute to a measurable increase in
tourism,
and it can also have business-to-business applications. It offers a
tremendous
opportunity to also showcase metro Detroit as an attractive place to
live
and work."
Eric La Brecque, Principal, Applied Storytelling, Inc., a brand expert
based
in San Francisco, who worked with the Bureau's Tourism Economic
Development
Council (TEDC) subsidiary to conduct the research, said survey
respondents
did not distinguish between the city of Detroit and its suburbs.
"When a visitor or stakeholder was asked to describe an ideal three
days
in Detroit, the tendency was to include attractions and destinations
throughout
the metro area. Political boundaries are irrelevant to tourists."
Visitors noted that many of metro Detroit's tourism offerings were not
always
easy to identify nor well-promoted. As a result, the TEDC established
five
"Tourism Destination Districts" that provide a ready way to understand
and
relate metro Detroit's dispersed tourism product. The districts offer
the
opportunity for visitors to experience metro Detroit in concentrated,
smaller
destinations through marketing, advertising and hotel/attraction
packages.
Schematic maps will provide an easy way for visitors to discern each
district
and understand the link between them so they can navigate to
attractions
throughout the metro area.
The five districts that have been established are Downtown,
Dearborn/Wayne,
Macomb, South Oakland and North Oakland. In each district, the TEDC
formed
a committee of local business and economic development leaders to guide
creation
of specific marketing strategies for the area.
The DMCVB plans to use its new brand identity in all of its marketing
materials,
which will include several non-traditional campaign elements designed
to
reach the younger demographic. Podcasting, blogging, advertising on
21-34-year-old-oriented
prime time television shows, and "The D-Rod" hot rod displaying the
Bureau's
brand logo at special events and tradeshows, will be among the
marketing
elements used to reach this market.
In addition to Applied Storytelling, Inc., whose firm conducted the
primary
research and analysis, metro Detroit's new brand identity strategy and
execution
were developed with a team of research, marketing and communications
experts
whose experience includes extensive destination branding and tourism
marketing.
The team includes: Jim Townsend, executive director of the Tourism
Economic
Development Council, who spearheaded the brand research and development
effort,
created and currently leads the Tourism Destination District program;
Berline,
the Bureau's advertising agency of record; along with Christopher Baum,
the
Bureau's Senior Vice President of Sales and Marketing, developed the
positioning
line and creative executions.
Berline will continue to create the Bureau's specific advertising and
marketing
campaigns under the new brand umbrella, and an advertising campaign
featuring
the new brand identity is scheduled to launch late this spring. Target
markets
for spot regional television advertising which appeals to the new
demographic
will appear in Cleveland and Grand Rapids.
Web advertising will appear worldwide on key sites frequented by this
demographic.
A secondary audience includes married and single adults with no
children
age 45 and older, using the same creative elements, but with different
messaging
focusing on travel-focused AAA publications and a partnership with
Travel
Michigan.
SOURCE Detroit Metro Convention & Visitors Bureau
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