Quantcast Leisure Marketing - VisitDetroit.com
Hart Plaza Fountain

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

MARKETING SEGMENT: LEISURE

OBJECTIVES

  • Launch integrated marketing campaign that continues to attract adult travelers and also targets families with emphasis on new attractions in the region.
  • Through a variety of public relations initiatives, expand awareness of metro Detroit as a vibrant travel destination for adult travelers and families. Promote the "comeback" theme while dispelling outdated and inaccurate perceptions of metro Detroit.
  • Continue to integrate brand attributes (cars, culture, gaming, music, sports) into all initiatives to expand awareness of region's top assets.
  • Introduce Hometown Tourist campaign to create awareness and importance of tourism and meetings to local residents, in order to secure future partnerships on initiatives.
  • Unveil year-one tactics of lesbian, gay, bisexual and transgender (LGBT) marketing program for metro Detroit to include partnerships with LGBT local experts to compile LGBT-friendly tourism product and organize assets on web pages.
  • Reach markets in three-to five-hour drive radius: Cleveland, Columbus, Cincinnati and Chicago that continue to be top key markets.

STRATEGIES

Advertising

Discover The D tv web

  • Continue to produce Discover The D on PBS weekly in metro Detroit and on WJYS and Prism TV throughout Illinois, Indiana, Wisconsin and southwest Michigan. Upgrade look and feel to incorporate "comeback" theme message.
  • Develop new creative for "America's Great Comeback City" campaign that includes new attractions, dining and development options.

Pure Michigan Sea Life

  • Continue partnership with Pure Michigan on regional broadcast media buy and consider creation of new Detroit TV spot focusing on economic development.
  • Contract with third-party booking sites Orbitz, Expedia and TripAdvisor for advertising.
  • Develop print creative focusing on new attractions that appeal to families: Sea Life Michigan Aquarium, Legoland Discovery Center Michigan, Polk Penguin Conservation Center at the Detroit Zoo and special exhibits at The Henry Ford and other partners.

Interactive

  • Create a welcome series of emails for new leisure visitors to site. Produce monthly e-newsletters for all leisure signups.
  • Increase leisure signups through blog-to-email marketing.
  • Create action plan for email remarketing.
  • Retain social media consultant for outlining DMCVB interactive marketing plan.

Leisure Interactive

  • Expand DMCVB presence on top social networks: Facebook, Twitter, Instagram and LinkedIn.
  • Attend member and community events to post live updates.
  • Promote user-generated visual content via CrowdRiff lens on visitdetroit.com neighborhood pages.
  • Support internal staff to help promote DMCVB events (i.e. Rose Awards, Annual Meeting).
  • Increase frequency of social media giveaways and contests to create awareness.
  • Create PDF resources to enhance blog posts and capture email addresses (i.e. maps, infographics, lists, itineraries).

Public Relations

leisure public relations PowWow

  • Attend and exhibit at travel media group conferences (Society of American Travel Writers, Midwest Travel Writers Association, Public Relations Society of America (PRSA) Travel & Tourism section, International Pow Wow (IPW) and Travel Massive).
  • Prepare quarterly story ideas tip sheet for distribution to regional and national travel media.
  • Host spring familiarization tour with up to 20 travel journalists in conjunction with Travel Michigan.
  • Host the fall 2016 meeting of the Midwest Travel Writers Association – 50-70 attendees on a four-night site visit/familiarization tour throughout the region.
  • Pitch individual writers on stories that support advertising messages and new tourism product (i.e. Sea Life Michigan Aquarium, Polk Penguin Conservation Center at the Detroit Zoo, Legoland Discovery Center Michigan, Outdoor Adventure Center).
  • Target two individual travel writers per month for site visits.
  • Cooperate with industry partners on other media hosting opportunities as they become available.
  • Work on an integrated Hometown Tourist campaign to create awareness and importance of tourism and meetings to local residents, in order to secure future partnerships on initiatives and encourage visitation and support for local attractions. Incorporate WJR Pure Michigan broadcast during Tourism Week.

Print and Digital Publishing

Visit Detroit mag 2016

  • Produce 400,000 copies of Visit Detroit magazine (200K twice a year). Primary distribution is metro Detroit hotels, visitors, convention delegates, meeting planners, reunion attendees and subscribers.
  • Produce Eat, Shop, Stay + Play maps for leisure audience and Show It and Save pass for convention delegates.
  • Identify and organize LGBT tourism product on a microsite that links to the DMCVB's site.
  • Create a newly architected website that unifies the needs of leisure and business visitors that may consider selecting metro Detroit as a travel and meetings destination.
  • Expand Visit Detroit Blog presence highlighting attractions, events and new developments. Merge blog into visitdetroit.com.
  • Produce digital visitors guide for each print issue.

ESSP map D Discount 2016

  • Update The D Discount Pass on an ongoing basis.
  • Update the visual system in support of the DMCVB story and brand and create a new, clear, user-friendly guidelines document for the leisure market.

Travel Tip

“I love the weekends in Detroit. Concerts, sporting events, great people, food, and drinks!” – John E.

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