Visit Detroit Launches New “When We Move, You Move” Campaign

New Brand Designed to Reintroduce the Motor City onto the Global Stage.

At IMM 2024, London on Tuesday 20^th February, Visit Detroit launched a new, fearless brand voice that is a love letter to Detroit, Detroiters, and Southeast Michigan. “When We Move, Your Move” reintroduces Detroit to a new generation of travellers everywhere while zeroing in on attracting visitors from significant target markets in North America, the United Kingdom, and Ireland.  

Working to achieve a goal of 25 million visitors a year to the Detroit region by 2030, the new campaign focuses on creating a new narrative and perception for Detroit that reminds people that “Cars wouldn’t be cars, music wouldn’t music, and your world wouldn’t be your world without Detroit.”

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Claude Molinari, President and CEO of Visit Detroit, shared his excitement: “Detroit is the home of American innovation, three world-changing genres of music, and an iconic ethos of style and design. The last decade has seen $13 billion in development, a dozen new hotels, and a significant expansion of multiple cultural attractions. There is no finish line for Detroit, but our new brand is here to remind people that our city is the ideal destination for travellers with a curious mind and open heart.”  

Detroit sits at the heart of North America’s largest border region by population, sharing the beautiful Detroit River with Windsor, Canada. The region welcomed just over 17 million visitors in 2023.

 Music

Detroit is the birthplace of Motown, Soul, and Techno music, and the city has significantly contributed to Jazz, Gospel, Blues, Rap, and Rock and Roll. Baker’s Keyboard Lounge is the oldest continuous Jazz Club in the world, and dozens of other venues cater to aficionados eager to listen to classical and contemporary music. Thousands of travellers visit Motown Museum every year.

American Innovation

Detroit is home to the first paved road, first stop sign, tri-colored traffic light, and motorway. Now, the city has just opened the first electric-vehicle charging road, which is part of the city’s global leadership in the sustainable mobility industry. 

Design

Detroit’s art and architecture scene has led to the city being named the only UNESCO City of Design in the United States and one of only 43 in the world. More than 600 murals adorn city walls, and the Detroit Institute of Arts houses the first Van Gogh purchased by an American museum and the stunning “Detroit Industry Murals” by renowned artist Deigo Rivera.