Visit Detroit reintroduces the motor city to the world stage

IMM London saw Visit Detroit launch a new brand campaign, When We Move, You Move, which aims to redefine the city for the next generation of travellers.

Hoping to jumpstart its goal of reaching 25 million visitors a year to the wider Detroit region by 2030, the motor city's new campaign strives to remind guests in key markets (North America and the UK, especially) that "Cars wouldn't be cars, music wouldn't music, and your world wouldn't be your world without Detroit" and redefine the city's reputation.

Visit Detroit's president and CEO, Claude Molinari, highlighted the "US$13 billion in development, a dozen new hotels, and a significant expansion of multiple cultural attractions" that the city and its surrounding region have welcomed over the last decade, building an ideal springboard for the city's next generation of tourism.

'When We Move, You Move' is founded on three pillars (music, American innovation and design) which are very much under the spotlight throughout the multimedia campaign.