The Detroit Metro Convention & Visitors Bureau lacked a clear direction on their messaging. In the competitive world of tourism marketing, they were trailing behind. Their brand tone and voice was not aligned with the ethos of the city of Detroit, but they didn’t know where to start with a rebrand.
We conducted robust market research and analyzed survey data of their employees and website visitors. We also delved into their website analytics, evaluated their social media metrics, and did an in-depth competitive analysis of other visitor bureaus.
Add three days on site and an intensive workshop with their team, and we were able to distill the true spirit of Detroit. We shifted their brand’s focus and positioning to help them better represent who they are and how to use that to attract their ideal traveler.
The Detroit Metro Convention & Visitors Bureau has since rolled out a bold new vision for the Visit Detroit brand.
“Blue Kite’s instincts for how to meld design, culture and customer insights into cohesive messaging is without parallel. Blue Kite is without a doubt the secret to our success.”
– Stan Smith, Visit Detroit Senior Director of Marketing
