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