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New ‘Destination Detroit’ Brand Collaboratively Markets Region to International Investors

This week, the Detroit Regional Chamber unveiled “Destination Detroit” — a collaborative brand created by the Chamber and regional economic development partners, who will use it to promote the region’s assets while engaging with international and domestic companies looking to relocate or expand their operations in North America. The brand is a direct outcome of the Detroit Regional Business Attraction Strategy & Action Plan, funded by JPMorgan Chase in 2014, which recommended the development of a regional brand and message specifically for business attraction purposes.

The brand was designed by Royal Oak-based advertising firm Factory Detroit, with input from the Chamber’s private partners. Through print and digital collateral, Destination Detroit attractively promotes the assets of Southeast Michigan’s 11 counties.

“Our public and private partners challenged us to do more to market the diversity of the region both in terms of its asset allocation and economic character. As part of the brand development process, we looked out at the other major metropolitan areas we compete with across the United States and saw a huge opportunity to create something that stands out from the pack,” said Justin Robinson, vice president of Business Attraction for the Chamber.

Robinson said the brand will:

  • Serve as a common marketing platform for the Chamber and its public partners
  • Place greater emphasis on information sharing with international audiences
  • Provide a simple, assertive, and memorable message to investors

Future plans for the brand include a new website, social media strategy, video testimonials and targeted advertising. For more information, visit