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I’m Going Campaign: Promoting Detroit as a Premier Destination

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The American Society of Association Executives (ASAE) aimed to spotlight Detroit as the host city for its annual conference, targeting 6,000 hospitality professionals to showcase the city’s vibrancy and resilience. Facing Michigan’s ongoing water crisis, they turned to us for a strategic campaign to promote Detroit as a premier destination despite these challenges.

The Challenge

ASAE needed to reframe Detroit’s image and navigate a sensitive period marked by the water crisis to ensure a successful conference.

Key challenges included:

  • Overcoming lingering misconceptions about Detroit to highlight its revival.
  • Addressing the water crisis respectfully while uniting and inspiring the community.
  • Drawing attention to Detroit’s strengths as a meeting and hospitality destination.

 

The task required a dual approach to shift perceptions and turn obstacles into opportunities.

The Solution

We crafted a multi-faceted campaign for ASAE that showcased Detroit’s comeback story and engaged attendees with purpose.

Our approach included:

  1. Creating a narrative of resilience with video testimonials and stories from local entrepreneurs, officials, and residents.
  2. Launching digital content blending Detroit’s landmarks with revival tales, paired with city tours and pop-up experiences.
  3. Aligning with local organizations for a “Support Detroit” initiative, matching attendee donations to water relief funds.
  4. Building emotional connections through interactive elements to boost conference appeal.

 

This strategy balanced promotion with community support, turning challenges into a unifying force.

Results

The “I’m Going” campaign delivered standout success, elevating Detroit’s profile and exceeding ASAE’s goals.

Key outcomes included:

  • 6,000 hospitality professionals attended, with high engagement surpassing expectations.
  • A significant perception shift, as attendees praised Detroit’s resurgence and hosting capabilities.
  • Viral traction for the water crisis response, raising awareness and facilitating tangible relief contributions.

 

Ready to turn your challenges into opportunities? Contact us today to make it happen!

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