Continuing coverage from the ACI-NA session, “Reputation Brand Management.”
When Christopher Baum took on the role of senior vice president of sales and Marketing for the Detroit Metro Convention and Visitors Bureau, he had his work cut out for him. First, he assessed the perception of the city among different age groups. To young 21- to 34-year-olds, Detroit was “hip.” To baby boomers, Detroit was “gritty.”
How to create a brand that would appeal to all? His answer: Ditch the slogan. “A slogan for Detroit would have been a lightening rod for criticism,” Baum said. Instead, Baum and a coalition of stakeholders set out to identify five important brand attributes that consumers could connect with the city. They are (in this order): cars, culture, gaming, music and sports.
The brand attributes work, Baum said, because people could identify with at least two or three of them. The new messaging was used in a $1 million ad campaign. The result: $68 million worth of tourism. Said Baum: “If you’re really on target with your message it’s amazing how quickly you can change perceptions.”