Tourism office puts spin on Detroit

Visitors bureau unveils glitzy new push to sell city's assets -- music, cars, gaming -- to tourists.

Louis Aguilar / The Detroit News

DETROIT -- Tourism officials will market Detroit and some suburbs as a center of hipness that appeals to people 21 to 35.

So cool is the "D," say Detroit Metro Convention and Visitors Bureau officials, that to use a slogan would turn them off.

Instead, the city's new brand identity is summed up in a brushed-steel logo: "D. Cars. Culture. Gaming. Music. Sports."

It's part of a new $750,000 promotional campaign that will include podcasts, blogs, online advertising and a pimped-out '32 Ford roadster with a Chrysler 392 Hemi crate engine. The message: This is not your father's Detroit.

"Detroit is the American city where cool comes from," said Larry Alexander, president and chief executive officer of the convention bureau, as he introduced the campaign Wednesdays to a crowd of 400 at the Detroit Opera House.

At times, the images displayed on stage behind Alexander were that of Eminem, Kid Rock, a roulette wheel, a Red Wings fan and a souped up Ford Mustang. Speakers came to the podium to the sounds of loud Detroit garage rock or pulsating electronics.

"This identity focuses on five strengths that best set us apart from other cities -- our auto and music heritage, our distinctive cultural product, Vegas-style gaming and sports," Alexander said. "The way Metro Detroit delivers them gives us a rare opportunity to own a very powerful and compelling idea -- and that's the first order of business in building a world-class tourism brand identity."

The new marketing spin is a marked departure from the 10-year-old "It's a Great Time in Detroit" campaign. Officials spent $150,000 to develop the new campaign.

The former campaign, officials conceded, was too general and resulted in little increase in tourism. Some 15.5 million people came to the region in 2004, the latest figures available.

In another new wrinkle, the campaign will promote city and suburb -- downtown Dearborn/Wayne, Macomb, south and north Oakland counties.

The new strategy is the result of one year of study, focus-group testing and other data revealing the area attracts young people. The research showed that among 11 regional cities, including Toronto, Chicago, Cleveland, Pittsburgh and Indianapolis, Detroit was the only city perceived to offer a travel experience that appeals primarily to young adults.

Officials and others who attended the presentation said many baby boomers often have negative views of Detroit.

"There are still a lot of stereotypes about Detroit from baby boomers, and it is difficult to change that," said Lynette Bain, who is on the board of the Windsor, Canada, Convention and Visitors Bureau.

"But young people, what they know about Detroit are the Pistons, the White Stripes or techno," referring to the Detroit-bred garage band and the style of electronic music."

Several representatives from upscale establishments expressed some concern because the new campaign isn't aimed at all of their customers.

"There are some preconceived notions about the city that we do have to deal with occasionally," said Laurie Williams, 49, director of marketing for the Andiamo Restaurant Group. "But I understand this effort. In the end it's about great customer service and quality product. That appeals to everyone."

You can reach Louis Aguilar at (313) 222-2760 or laguilar@detnews.com.