A campaign is born: a first-person account from lovio/george/inc on how it worked with the TEDC to create and launch the 'The World is Coming--Get in the Game' campaign.

There we were sitting in the lower level of Oslo in downtown Detroit with a group of 15 30-somethings talking about Detroit for a Detroit Riverfront Conservancy branding roundtable. Most had moved into the city from the suburbs and elsewhere. We asked a guy from Cleveland why he had moved into Lafayette Park and he said, "Because Mies van der Rohe designed it!"

We wondered, if a guy from Cleveland moved here because a famous architect designed an urban community within the city--how many of our own residents know of such a thing?

Fast forward three months later. The assignment comes from the Tourism Economic Development Council (TEDC) and its executive director, Jim Townsend, to create a program aimed at our own residents to increase their pride and therefore, their positive interaction with visitors.

The 35th Ryder Cup Matches were here in September 2004. The MLB All Star game is upon us. Super Bowl XL is coming in 2006. And the NCAA Final Four in 2009. All are once-in-a-generation opportunities to host hundreds of thousands of new visitors and broadcast Detroit to a worldwide audience. Yes, the World is Coming.

Despite these incredible wins, Detroit has one of the poorest images of any major city in the country. And this negative impression has been fueled by a number of groups who determine the perceptions of vibrant cities: visitors, media and most of all, our residents.

We certainly cannot change the past. So what can we change? We can change the way Detroit is communicated. How we talk about ourselves. The level of pride and awareness our residents feel. The payoff? Success will impact the quality of life, recruitment and retention of employees, and the economic growth of our area.

It is an understatement to say that residents play a vital role in the perception of visitors. If our residents have not touched the experience, seen the major changes in Detroit today, how can they help a visitor that asks, "Where should I eat, what should I see, where are the hidden gems?"

A grassroots program was born. The only way to change the way we perceive our hometown is to get our residents to experience Detroit today. They have to see the changes. Understand what our bragging rights are. And say good things.

The public information program, "The World is Coming--Get in the Game" was created to make that experience easy. When a resident comes to Detroit for a game, a play or a concert--make it easy for them to experience something else whether it's a meal, a drink or a new area.

To do just that, a series of informational tools were created:

* A pocket-size brochure, business card size, with things to do and a fold-out map.

* A Website (www.theworldiscoming.com) filled with easy-to-navigate information about Detroit.

* A 60-second spot aired by all Metro Detroit television and radio stations.

* A window cling and lapel pin promoting The World is Coming--Get in the Game.

"The materials had to straddle looking sports-esque while appealing to a larger audience," said John George, our vice president and creative director. "The creative was organized around the idea that if we can get people informed we can engage them in the larger conversation. This progression developed into the key touch points of the program: Get informed. Experience it. Get involved. Spread the word. See the change."

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The program was unveiled on Jan. 26 at the annual meeting of the Detroit Metro Convention & Visitors Bureau. Nearly 800 people representing Detroit's hospitality community were in attendance to watch the program as it was unveiled by Roger Penske, chairman of the Detroit Super Bowl XL Host Committee; Chris Ilitch, chairman of the MLB 2005 All-Star Week Host Committee and host for the MLB All Star Game; and Steve Hamp, president of The Henry Ford and chair of TEDC's Image Development Tourism Action Group.

The next day, 30 radio stations and eight television stations aired a roadblock of the public service announcement during morning and afternoon drive time. The spots continued to be played one month later.

Since the launch, partnerships have been developed that will make the experience a one-of-a-kind. Partnerships with grassroots organizations like Detroit Synergy will help stage over a dozen 'Get in the Game' events, such as Supper Club, scavenger hunts, pub crawls, bus tours, shopping tours and Detroit Tigers/Lions game tailgate parties. And over 50 major employers have lined up to inform their workforce about the campaign events, volunteer opportunities and promotions.

On the Web

Visit the Detroiter Online at www.detroitchamber.com/detroiter for these related articles, including links for more information:

Detroit neighborhoods -- Thumbnail sketches of Corktown, Indian Village, Mexicantown and Midtown.

Detroit attractions -- Thumbnail sketches of Campus Martius Park, Detroit Riverfront, Guardian Building and Renaissance Center.

Volunteer opportunities -- A list of attractions and organizations where your business can get involved.

Did you know?

Detroit Super Bowl XL Host Committee Chairman is Roger Penske

HE SAID IT

'The focus on change through experience is at the very heart of Get in
the Game--The World is Coming to Detroit and I can't think of a more
important effort that has the possibility to change our perceptions of
the place we call home.'
--Jim Townsend, executive director, Tourism Economic Development Council
(TEDC)

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IMAGE IS EVERYTHING

Detroit Economic Growth Corporation (DEGC) Image Advertising Campaign offers businesses a cost-effective opportunity to advertise their success stories to the general public through a unique partnership with TV, radio and print media partners.

For more information, contact Cindy Ciura at [phone] or e-mail: [e-mail].

By Christina Lovio-George

President & CEO, lovio|george|inc

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