Sales and Marketing Segment: Group Tour

Objectives

• Position metro Detroit as a prime destination for the group tour market.
• Integrate current advertising theme and tagline into all marketing efforts.
• Expand efforts into the LGBT market.

Strategies

Sales

• Work closely with key attractions (The Henry Ford, Detroit Institute of Arts, retail and partners) to maximize opportunities domestically and internationally.

Advertising

• Use targeted trade publications to promote metro Detroit as a desired group-tour destination for student youth groups, seniors and family reunions.
• Provide marketing support to assist in securing tour groups or family reunions coming to metro Detroit — i.e. print and radio.

Interactive

• Integrate digital marketing and social media efforts into group-tour segment when appropriate or part of an advertising buy.
• Ensure group tour is positioned prominently on the new Visit Detroit website, giving planners easy access to attendance building toolkit and destination information.

Trade Shows

• Attend trade shows that draw group tour planners to discuss tour options and attract this market to metro Detroit.

Public Relations

• Utilize targeted trade publications to promote metro Detroit as a desired group tour destination for student youth groups, senior and family reunions.