OUR ASK Drive attendance to the Motown Museum using a high impact campaign centered around their 60th anniversary.
OBJECTIVES Primary: Spread awareness about the Motown Museum Secondary: Drive traffic to the museum
THE PROBLEM The Motown Museum is a local jewel, but one that locals often forget.
Location is out of the way
Lack of advertising that targets locals
Locals are unaware of the museum
PICS OR IT DIDNâ€™T HAPPEN Consumers crave genuine experiences and human connections, while showcasing them through their digital lifestyle.
DETROIT VS. EVERYBODY Metro Detroiters, whether they are from the city or the suburbs, love telling people they are from Detroit. When visiting destinations of Detroit, people enjoy sharing their experiences with others. MARKET TRUTH
BRAND Motown has endured for 60 years and will continue to do so.
CONSUMERS Crave authentic experiences that they can share on and offline
MARKET Represent their city by supporting itâ€™s destinations
Motown is an destination that represents Detroit
BRAND Motown has endured for 60 years and not stopping
OUR INTERPRETATION People go places to either see attractions or because it is a destination. However, attractions have the ability to turn something into a destination.
THE CAMPAIGN Our campaign is centered around creating attractions to make the Motown Museum the ultimate destination.