Detroit où les premices de la dolce vita à l'américaine...

L'article publié, en anglais, dans le Detroit Free Press, se sert de la nouvelle campagne publicitaire national de Pure Michigan pour affirmer un peu plus encore le retour de la ville sur le devant de la scène. La mission de Pure Michigan est de rassurer à partir de faits concrets, les personnes susceptibles de visiter la ville. Il s'agit de venir assister à ce spectaculaire changement d'une ville minée par la crise il y a peu de temps encore et qui renaît de ses cendres à vitesse accélérée. Detroit vibre désormais en dehors de ses frontières et de celles du Michigan.

Pure Michigan's latest national campaign — which rolled out today — touts Detroit as a city with a soul, a place that is alive and making a comeback.

"Come see what a real city feels like," actor and comedian Tim Allen says in the commercial voice-over, referring to the Motor City as the state's "downtown playground."

The new spot, in 30- and 60-second versions, began airing today on YouTube and cable stations, including the Travel Channel, TLC and the Food Network.

The commercial is the latest installment in the series of commercials narrated by Allen, who grew up in Michigan and is associated with the character he played in the popular '90s sitcom "Home Improvement" about a family living in the Detroit suburbs. It uses the same music, the theme from the movie "The Cider House Rules."

The upbeat ad seeks to show Detroit as a hip, vibrant city.

It challenges decades-long perceptions about Detroit's demise.

The longer version of the ad showcases activities on and along the Detroit River and downtown, with glimpses of the casinos, urban gardens and bike rolls. It also gives visual shout-outs to the city's museums, breweries, eateries, theaters, clubs, shops, markets.

It begins with the sun rising, as Allen asks: "Can a city have a soul? When does it go beyond glass and steel and become something bigger — something alive?"

The $800,000 campaign was supposed to premiere Sunday during the Detroit Tigers game at Comerica Park, but the contest was postponed because of bad weather.

“This is more than a leisure travel campaign — this is really about challenging and shifting people’s perceptions of Detroit and celebrating America’s great comeback story,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corp. “We want people across the state, the nation and around the world to see Detroit for what it really is — a vibrant city with hard-working, passionate people; a place where old and new are uniting in unexpected ways."

“Our city is experiencing an unprecedented comeback and there is no better time for travelers to visit," said Larry Alexander, president and CEO of the Detroit Metro Convention and Visitors Bureau. "Travel Michigan’s new advertising campaign is the perfect opportunity to tell our comeback story to the world.”

Article publié le 11.04.16 dans Detroit Free Press

Journaliste : Frank Witsil

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