Marketing Segment: Leisure

Visit Detroit marketing plan for 2023 outlines the organization's strategies for promoting the city as a leisure destination.

Strategies for 2023:

  • Build the brand – Launch a sustained brand campaign to establish Detroit as a top-of-mind trip and meeting option
  • Promote the region – Consistently publish and promote content that highlights and connects “things to do” throughout the region
  • Deliver the Experience: Optimize all touchpoints that influence the trip and meeting planning

ADVERTISING

  • Expand targeted paid search and social media markets include New York, Atlanta, Chicago, and Los Angeles
  • Increase media partnerships with MLIVE and other regional publications that reach Ohio, Illinois, and Indiana
  • Use Epsilon and Adara to model and target travelers most likely to visit metro Detroit
  • Review the feasibility of adding Priceline.com to supplement hotel bookings from Expedia.
  • Expand media investments in the Toronto / Ontario media market
  • Use mobile purchasing data to target potential repeat visitors to Detroit
  • Use new user/audience insights to further refine digital advertising tactics

DIGITAL PLATFORMS

  • Complete “down to the studs” redesign of VisitDetroit.com
  • Redesign the Detroit Travel Guide Digital App to better reflect the travel needs of visitors

CONTENT MARKETING

  • Continue aggressive audience and engagement-building tactics on Instagram, TikTok, and Facebook
  • Recruit metro–based content creators to provide authentic and relevant content for promotion on social channels
  • Shift content focus to emphasize short-form video, photography, and visual itineraries
  • Build robust photography, video, and drone footage library for metro attractions, locations, and members to increase the effectiveness of social media postings
  • Renew focus on itinerary–based content to entice first-time visitors to the region
  • Continue publishing the “Detroit Vibes” email Newsletter to build leisure traveler database
  • Revamp D–Pass programs to drive more traffic to members and attractions

PRINT AND DIGITAL PUBLISHING

  • Expand advertising options for the new Detroit Travelers Guide and VisitDetroit.com website.
  • Continue to work with hotels to increase the visibility of the Detroit Travel Guide with hotel guests
  • Add virtual site visit video to the sales team’s collateral toolkit

2023 Visit Detroit TOURISM AND CONVENTION SALES MARKETING PLAN

Marketing Segment:

Leisure

Public Relations

Sales and Marketing Segment:

Domestic Group Tour

International

Conventions/Meetings

Detroit Sports Commission

Activity Calendar

PDF Resources:

Download a PDF of the complete 2023 Tourism and Convention Sales Marketing Plan

Detroit Safety Study

Related Content

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Media Resources
Partnership
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