GET HERE
Project Information
For many business decision-makers, the Detroit Region still existed in the past. Despite becoming one of North America's leading hubs for advanced manufacturing, mobility, engineering and innovation, site selectors still associated Detroit with outdated perceptions of Rust Belt decline. The challenge wasn't simply attracting investment — it was convincing executives to take a fresh look.
- Brand Strategy
- Stakeholder Research
- Regional Positioning
- Advertising
- Design & Production
- Social Content
- Media Planning & Buying
THEY DIDN'T REJECT
DETROIT TODAY
People don't reject Detroit because of what it is today. They reject the version they remember. No amount of statistics would change decades of perception — first, we had to get them to see the region with fresh eyes.
SHOTGUN SEAT,
FRESH EYES
Instead of telling executives why Detroit had changed, we invited them to experience it. The campaign unfolded through the eyes of a Detroit Region rideshare driver — someone who naturally introduces visitors to the region while casually revealing the innovation, businesses and energy that define Detroit today. Authentic. Unexpected. Impossible to dismiss as another economic development commercial.
FOUR MONTHS.
SIX TIMES THE TRAFFIC.
17.5M
Target Executives Reached
22.8M
Ad Impressions
8M
Completed Video Views
191,137
Website Visits from Paid Media
54,665
Meaningful Website Interactions
6X
Acceleration in Visitation from Priority Markets
WE LED WITH
PERSPECTIVE
Economic development marketing often leads with statistics. By acknowledging outdated perceptions instead of ignoring them — and inviting executives to experience the Detroit Region through authentic storytelling — the campaign transformed curiosity into consideration, generating in four months what would have taken more than two years organically.
Get Here culminated more than two years of partnership with the Detroit Regional Partnership: refining the brand, conducting stakeholder research, developing the region's positioning and building the organizational alignment that brought the campaign to market.