Pieces of Detroit
Encouraging meeting planners to choose Detroit
Client: Marriott International • Agency: Magnani • AD: Tyler Ehrig
Why not meet in Motown?
The Marriott International Rennaissance Center Hotel wanted more event bookings. They tasked Magnani with developing a meeting planner engagement campaign to help stoke interest in hosting meetings in Detroit.
The client selected my concept: a quarterly mailer for meeting planners showcasing pieces of Detroit’s history and a note from a regional marketing manager.
Output
I wrote copy for each mailer and provided direction for what gift to include in each box. The first mailer contained a ceramic tile from Pewabic Pottery. The other three mailers were slated to contain a bag of Germack pistachios, a Detroit-themed shirt, and a gift card, respectively.
Insert card (reverse)
Insert card (front)
Pewabic tile
Meeting mailer box
Result
While I don’t know what the ROI on these mailers was, Detroit is currently experiencing a bit of a renaissance.
A few more meetings booked at the “RenCen” could be a contributing factor.