OPINION: Detroit's Marketing Misfire

Detroit, a city renowned for its rich history and recent resurgence, found itself in an unexpected spotlight last week with its latest marketing endeavor—a grand gesture that fell short of expectations. In an effort to showcase civic pride and draw attention to its revitalization, Detroit unveiled Hollywood-style letters spelling out its name. However, what was intended to be a bold statement of identity ended up as a peculiar misstep that left both residents and onlookers puzzled. The oversized letters, far from the iconic and grandiose image they were meant to convey, instead appeared diminutive and underwhelming, resembling a budget version of their famed counterparts in other cities.

I stole this image from Hoodline.com because I didn't want to drive the 75 minutes to take the photo myself

This marketing blunder underscores a larger challenge faced by cities seeking to redefine their narratives in the modern age. In an era where image and perception play pivotal roles in attracting investment and tourism, the balance between authenticity and spectacle becomes ever more delicate. Detroit’s misfire with the Hollywood-style letters serves as a cautionary tale, highlighting the importance of thoughtful execution and genuine representation in urban branding efforts. While the city’s journey of rejuvenation remains a compelling story of resilience and renewal, this incident reminds us that even the most well-intentioned initiatives can stumble without careful consideration of their visual impact and resonance with the community.

History of Detroit

Detroit's history is a tapestry woven with threads of innovation, industry, and cultural vibrancy. Founded in 1701 by the French explorer Antoine de la Mothe Cadillac, Detroit became a strategic outpost for fur trade and military operations. As the United States expanded westward, Detroit emerged as a crucial hub due to its location on the Detroit River, linking the Great Lakes and serving as a gateway to the interior of the continent.

In the 19th century, Detroit experienced rapid industrialization, earning the nickname "Motor City" as it became the epicenter of the burgeoning automobile industry. Pioneering figures like Henry Ford revolutionized mass production techniques, leading to the assembly line and making automobiles accessible to the broader population. This industrial boom fueled unprecedented growth and prosperity, attracting waves of immigrants seeking employment in factories and fueling a diverse and dynamic urban culture. Detroit's influence extended beyond manufacturing, as it became a music powerhouse with the rise of Motown Records, producing legendary artists like Marvin Gaye, Stevie Wonder, and Diana Ross, who shaped the landscape of American music.

However, by the late 20th century, economic shifts and urban challenges took their toll, leading to a period of decline that saw significant population loss and urban decay. Specifically, during the 1970s and 1980s, Detroit was named the arson capital of America, and repeatedly the murder capital of America (having had 714 recorded homicides in 1974 alone). And, despite the the significant moves of progress the City has made, Detroit has maintained the 'murder' reputation across the globe (for example, my Indian In-Laws were terrified when their son told them he was moving to Detroit, for he would surely die).

Detroit's Progress in the Last Twenty Years

Despite its challenges, Detroit has been experiencing a revitalization period in recent years. The city has seen significant investment in its downtown area, with new developments, businesses, and a burgeoning arts and culture scene. This resurgence has been fueled by a combination of grassroots initiatives, private sector investments, and public policy efforts aimed at revitalizing neighborhoods and improving quality of life for residents.

One of the greatest modern pioneers leading Detroit's progress is Billionaire Dan Gilbert, owner of Quicken Loans and Rocket Mortgage (along with some other large businesses). In 2010 - when property costs were low due to the 2008 Housing Crisis - Dan Gilbert began buying up properties and moving his Family of Companies to Detroit's Central Business District. Since 2010, Gilbert has invested more than $1.8 billion in renovating abandoned buildings and commercial properties, and has brought back thousands of jobs to the city.

Detroit's Latest Marketing Fail: The Tiny Letters Debacle

In a bid to boost its image and attract attention, Detroit unveiled last week a new marketing feature on the side of I-94: large, Hollywood-style letters spelling out "Detroit," named the 'Gateway Sign.' However, rather than making a bold statement, this effort has backfired. The letters are notably small and appear cheap - with many Michigander's taking to social media and relating the quality of the lettering to that of Temu - failing to convey the grandeur and spirit of a city on the rise. This misstep has left many scratching their heads and questioning the execution of such a well-intended project.

Clearly, there's a disconnect between what the City of Detroit thought would be a prideful moment for Detroit, and what the actual people of the City were expecting to receive. According to Hoodline, the sign's installation was a collaborative effort involving DTE Energy, MDOT, FHWA, and the Fairmont Sign Company. The Detroit News tells us that six of these signs are to be installed around Detroit, with total cost from the City being $425,000.

Fortunately, my taxes don't go to the City of Detroit, but as a born-and-raised Michigander I'm appalled that that many executives approved that sign without getting feedback from constituents. Furthermore, I'm even more taken back that the City thought this was a good use of funds - especially since still more than 30% of Detroit residents live at or below the federal poverty threshold. While I may be 'just a marketer' and by no means an expert in public policy, as a taxpayer if I knew there was an extra $425k in the budget I'd want my leadership investing more in public policy - not advertising stunts.

PR-Repair: Turning Missteps into Momentum

While Detroit's recent marketing blunder may have garnered some unwanted attention, it also presents an opportunity for a strategic recovery. Here are a few steps I think the City could take to turn this misstep into a moment of positive engagement:

1. Acknowledge the Feedback: Detroit should openly acknowledge the criticism and feedback received regarding the new installation. Transparency and openness can help rebuild trust and credibility Detroiters have with their leadership (maybe explain why they thought this would be a good idea, and why they didn't hold a focus group).

2. Emphasize Authenticity: Highlight Detroit's unique character and heritage in any revised marketing efforts. Authenticity can be a powerful tool in attracting positive attention and interest. At this point, the damage has been done - I'd take the criticism, and shift the narrative to a new campaign altogether.

3. Focus on the Positive: Shift the narrative towards the city's ongoing revitalization efforts, emphasizing the progress and potential that Detroit embodies. Embrace the idea that, yeah - we don't love the quality of the sign. But let's make it part of the city: Big Gretch (our Governor) could make a fun skit with the sign on her Instagram, and encourage user-generated content to promote the sign and all it's low-quality glory.

4. Engage the Community: Involve local artists, designers, and residents in brainstorming and redesigning the installation. By turning to its own community for creative input, Detroit can ensure that the new concept resonates authentically. I'm putting this idea last because this idea would probably cost more money - and I don't necessarily think we should spend more tax dollars on a project like this, given the previous stat I gave about the poverty level. That is, of course, the City encourages local Graffiti artists to take the matters into their own hands after nightfall.

Yeah, the City of Detroit's leadership messed up. But by embracing this opportunity for course correction, Detroit can transform this marketing misstep into a rallying point for community engagement and positive change. The road to redemption lies not in avoiding mistakes, but in how we respond to them—and Detroit has proven time and again its resilience in the face of adversity.