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Hart Plaza Fountain

Hart Plaza is a point of origin for many popular downtown events.

SALES AND MARKETING SEGMENT: INTERNATIONAL

OBJECTIVES

  • Implement an integrated plan to market metro Detroit to the international traveler, trade media and group tour operators, in order to incrementally increase travel to this destination from international markets. Target markets are the UK, Germany, China and Canada.

STRATEGIES

Advertising

Canada USA

  • Participate in Brand USA’s, co-op advertising program to drive visitation from international markets. Focus on the UK, Germany and China.
  • Collaborate with Travel Michigan and Great Lakes USA on co-op advertising initiatives.
  • Participate in co-op initiatives for America Journal and Essentially America.
  • Support Great Lakes USA in promotion of Detroit on in-country websites.

Public Relations

  • Support Travel Michigan and Delta Air Lines efforts to attract familiarization tours for both international trade and media.
  • Host individual international media with customized itineraries throughout the year.
  • Work with Travel Michigan on new initiative to develop resources to help support the international traveler, including seminars with partners to educate them on the customs and the hospitality experience that should be delivered to other cultures — how to work with receptive operators and collateral in various languages.
  • Provide marketing materials/training on the destination to airline employees who have direct routes into Detroit Metropolitan Airport (DTW).

Trade Shows/Missions

  • Partner with Great Lakes USA on sales efforts in the UK and Germany, including participation in two major shows: International Travel Berlin (ITB) in Germany, World Travel Market (WTM) in London and two sales missions.

China Mission

  • Attend Chinese sales mission coordinated by Travel Michigan to meet with customers.
  • Attend IPW to meet individually with travel professionals to create Detroit products.

Travel Tip

When you step in Edsel Ford's home office at the Edsel & Eleanor Ford House, check out the secret panel that opens up to reveal a private darkroom.

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