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