Detroit is leveraging the upcoming NFL Draft to promote itself as a tourist destination. The city will be hosting the 2024 NFL Draft from April 25 to 27, and in anticipation of the event, Pure Michigan, Michigan Economic Development Corporation and Visit Detroit have launched a marketing campaign featuring Detroit-native actor and comedian Sam Richardson. The campaign showcases Detroit’s music, culture, art, architecture, food, and innovation through the eyes of iconic Detroiters, with the hopes that visitors will experience it for themselves around the draft and beyond. The ad will run across various platforms such as Amazon, ABC, ESPN, and TikTok from April 15 through May 22.
The city of Detroit has been actively creating excitement leading up to the NFL Draft, including unveiling a large “Detroit” sign on a major interstate highway entering the city. With approximately 312,000 fans attending the NFL Draft in Kansas City last year and over 54 million people tuning in to watch the event, Detroit is looking to capitalize on the opportunity to showcase what the city has to offer. Former Detroit Lions running back Barry Sanders also makes an appearance in the marketing campaign, adding to the excitement and drawing more attention to Detroit as a destination.
Detroit has undergone significant changes in the past decade since filing for bankruptcy in 2013. The city faced challenges such as high crime rates, rising unemployment, a struggling auto sector, and a decreasing population. However, in recent years, Detroit has shown signs of renewal and revitalization. One factor contributing to this change is the city’s lower cost of living compared to more expensive cities like New York City and Boston, which has attracted ambitious young people looking for affordable opportunities.
Yves Marceau, vice president of product for G Adventures, highlighted the urban renewal taking place in Detroit, driven by young people and appealing to a younger demographic. The city’s affordability, combined with its growing cultural scene and entrepreneurial spirit, has made it an attractive destination for visitors and residents alike. Detroit’s unique style and influence on music, culture, art, architecture, and food have begun to make an impact on the world stage, and the marketing campaign for the NFL Draft aims to showcase this to a wider audience.
The marketing campaign featuring Sam Richardson and Barry Sanders aims to highlight Detroit’s vibrant cultural scene, from record shops to diners, and showcase the city’s innovative spirit and unique attractions. The ad will be broadcast on various platforms, reaching a wide audience and encouraging viewers to explore Detroit before, during, and after the NFL Draft. By leveraging the popularity of the event and the star power of Richardson and Sanders, Detroit hopes to increase tourism, attract new visitors, and position itself as a top destination for sports fans and tourists alike.
Overall, Detroit’s efforts to promote itself as a tourist destination through the NFL Draft marketing campaign demonstrate the city’s evolving identity and growing appeal. With a focus on showcasing its rich cultural heritage, affordability, and urban renewal, Detroit is positioning itself as a dynamic and vibrant city that has something to offer for everyone. The excitement surrounding the NFL Draft presents an opportunity for Detroit to capitalize on its strengths and attract visitors from across the country, further solidifying its place as a top destination for tourism and entertainment.
