Marketing Segment: Leisure

Strategies

  • Target regional markets three to five hours away. Continue to leverage personas by focusing message on trendy traveler, vibe-seekers and friends and family seeking an exciting but affordable “2-Day Getaway.”

ADVERTISING

  • Heavy lower-funnel, flexible in and around target weekends
  • Expedia/Hotels.com, extended to 12 months continuous program, added Orbitz.com and Travelocity.com to garner additional bookings
  • TripAdvisor including Arrivalist, maintain destination sponsorship
  • Adara enhanced from three-month campaign in 2019 to six-month campaign for 2020
  • Sojern, new vendor delivering traveler path-to-purchase digital marketing campaign targeting travelers through prospect, smart and contextual targeting
  • Native content amplification; brand awareness
  • Paid social utilizing platforms — such as Facebook, Instagram, Twitter — targeting personas, geography and timing
  • Paid search, which is a continuation of 2019 program in alignment with SEO efforts
  • Podcasts for two-month test through Spotify to build brand awareness with vibe-seeking visitor via vertical targeting in key markets – Chicago and Cleveland
  • Nomadness — utilize Evita Robinson as both an influencer and sponsor of an event

 

INTEGRATED

Recruit top content creators

  • Actively identify and connect with 25 photographers for 2020 photo stories
  • Invite high-reach influencers to create Detroit Instagram tours

Publish compelling content

  • Shift content mix to 50 percent photo and video / 50 percent short-form text
  • Publish an exclusive photo essay each quarter
  • Incentivize top writers by creating monthly contests and recognition

Reach and engage our ideal audience with unique digital experiences

  • Boost focus on Instagram and Facebook as channels for engaging with our targeted audience
  • Integrated content publishing with advertising media to cost-efficiently drive traffic
    to the website
  • Launch Detroit Welcome Chat Bot to assist in-market travelers with planning
  • Launch short-form videos highlighting boutique hotels, retail experiences, live
    music festivals and other unique events

 

PRINT AND DIGITAL PUBLISHING

  • Continue to support convention groups with individual microsites
  • Maintain and enhance visitdetroit.com’s mobile experience
  • Investigate and implement user personalization on visitdetroit.com
  • Add quality videos and photography to website to complement main features
  • Utilize traveler data and other analytics to guide content development for additional content on visitdetroit.com and Visit Detroit magazine.
  • Redesign Detroit Insider’s Map + Guide to maximize efficiencies in print expenses. Increase distribution to leisure and business/convention audience.
  • Collaborate with Services in the production and marketing of The D Discount Pass
  • Continue to refine search engine optimization, including audio and video optimization
  • Publish 200,000 copies of Visit Detroit magazine twice a year; continuing to enhance strong story content to include new attractions, events and major openings relevant to visitors; continuing with quality format, publication and timely delivery
  • Launch design of an all-new Visit Detroit print travel magazine that incorporates the DMCVB Partnership Model that will be implemented in early 2020. Focus on all the new exciting experiences and travel tips, including recommendations from key influencers. Explore new formats. Consider using short excerpts from partner reviews if appropriate. Continue to add quality videos and stunning photography to enrich perception and guide the reader and support the travel planning process.