Changing Detroit one advertisement at a time.
Excerpt:
The initiative to help change what may be the most dire urban image in America is being sponsored by the Time Inc. unit of Time Warner
as part of a yearlong project, Assignment Detroit, that involves
reporters and editors from Essence, Fortune, Money, Sports Illustrated,
Time and related Web sites.
Several advertising agencies with
offices in the Detroit area were asked to develop campaigns; five
agreed to take part. Their work is to appear in the Dec. 7 issue of
Fortune, due Nov. 23, as well as on three Web sites: cnnmoney.com, fortune.com and time.com. (The value of the ad pages that Time Inc. is devoting to the contest in Fortune is estimated at $400,000.)
Visitors
to the Web sites will be able to vote, beginning on Monday, for their
favorite among the five campaigns. The winner is to be announced on
Dec. 2, during an annual awards ceremony in Detroit known as the D Show.
"The
whole idea of the contest is that we believe in the renewal of the
city," said Mark Ford, president for the news group at Time Inc. in New
York. This is to be accomplished partly by people moving to Detroit
with their businesses and creativity, and being there "for the long
haul."
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