REBRANDING DETROIT
MARINA KING - ZAIN MAHMUD - MORGAN MARKOWICZ DYLAN SCHNURMAN - GREG SIELAWA - HALEY SPINDLER
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OUR TEAM
MARINA KING
ZAIN MAHMUD
MORGAN MARKOWICZ
DYLAN SCHNURMAN
GREG SIELAWA
HALEY SPINDLER
Brand Content Alliance
Creative
Brand Strategy
Art Buying/Product Information
Retail First Account
Digital Media
OPPORTUNITY How can we unite new Detroiters with natives?
INSIGHT
Detroit is a city of unheard stories.
ECOSYSTEM
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SOCIAL
SOCIAL
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JOORI JUNG Detroit Dance City Festival
DETROIT: ON THE RECORD
Example heroes:
Place Detroit’s unheard stories in the forefront of all social media
• Tyree Guyton, artist behind the Heidelberg Project
platforms. In the style of Humans of NY, we’ll feature rare stories
• Jason Hall and Mike MacKool, co-founders of Slow-Roll
on Facebook, Twitter and Instagram.
• Marta Rhea-Johnson, headmistress of Friends School of Detroit
SOCIAL
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VS DETROIT DEBATES
Example debates:
Pair two contrasting, well-known locals to discuss the city’s
• Mike Duggan vs. Big Sean
hard-hitting issues. Two different perspectives will show the way
• Dan Gilbert vs. Pashon Murray
in which Detroit is moving forward.
• Toby Barlow vs. Tyree Guyton
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OUTDOOR
UNBELIEVABLE QUOTES Run short, memorable quotes from locals on digital billboards and in magazines throughout Detroit and other major cities, including Los Angeles, New York City, Dallas and Portland.
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OUTDOOR
PRINT DETAILS
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OUTDOOR
OUTDOOR
DETROIT’S (NOT SO SECRET) DIARY Project people’s responses on blank buildings downtown. Daily prompts answered via outdoor kiosks or Twitter.
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OUTDOOR
YDKD TAGS Mark historical spots in the city. Create Google Maps add-on that pins your tags. Find enough and unlock goodies, such as secret rock shows, Tigers tickets and food discounts.
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Tag Examples: • “What’s better than a strike? Rolling one with the largest bowling community in America.” (Outside Garden Bowl) • “Only here can you almost see your Canadian friends.” (On Riverfront)
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DIGITAL
DIGITAL
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YDK HOW TO: VIDEOS
Examples:
Mini-series of comedian Keegan-Michael Key explaining how to
• YDK How To: Traverse the Eastern Market
live like a local. Growing up in downtown Detroit, Key will offer
• YDK How To: Talk Like a Local
authentic advice with his own comedic twist.
• YDK How To: Eat a Coney • YDK How To: Survive Winter in Detroit
DIGITAL
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REALLY GET TO KNOW DETROIT
Example Events:
Utilizing YouTube 360° technology, we’ll create videos that
• Electronic Music Fest
briefly immerse you in the city’s biggest events.
• Detroit Auto Show • Slow Roll
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GUERILLA
GUERILLA
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YDKD, LET US SHOW YOU
Examples Events:
“Kidnap” travelers at DTW airport who’ve never seen Detroit and
• Sundown at Greektown
show them first-hand the fun, unheard side of the city.
• Poetry slams at They Say
Film it hidden camera style and release online.
• Jazz at Cliff Bells
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PROMO
PROMO
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