Integrated Campaign Concept | Art Direction
VISIT DETROIT
HAD A BAD FALL TRIP?
Fall is one of the most competitive seasons in travel—filled with predictable destinations, overcrowded experiences, and often disappointing trips.
Visit Detroit had the opportunity to reposition itself as a better, more authentic fall destination—one that delivers on experience, not expectation.
THE OBJECTIVE
To create a campaign that cuts through peak fall travel noise by reframing disappointment into opportunity—driving engagement and positioning Detroit as a better, more fulfilling destination.
The goal was to challenge traditional travel messaging by acknowledging a truth most brands ignore: not every trip lives up to expectations.
THE PROBLEM
Fall travel is saturated with the same predictable messaging—scenic views, cozy aesthetics, and idealized experiences.
But in reality, many trips fall short—leaving travelers underwhelmed and disconnected from the experience they
were promised.
Detroit, despite offering rich seasonal culture, food, and events, was often overlooked in favor of more expected destinations.
THE INSIGHT
They want a better one than the last time.
And when something goes wrong, they want someone—
or something—that makes it right.
THE BIG IDEA
Turn bad fall trips into a reason to visit Detroit.
60 Second Cut
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THE EXECUTION
The campaign transformed negative travel experiences into a participatory, culturally grounded activation—inviting audiences to share their worst fall trips while positioning Detroit as the solution.
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Sweepstakes Activation
Users submitted their “bad trip” stories for a chance to win a Detroit getaway—turning frustration into engagement and anticipation. -
Provocative Campaign Messaging
Bold, honest language disrupted traditional tourism advertising
by acknowledging what others ignore: not every trip is worth it. -
Cultural Casting
To anchor the campaign in Detroit’s identity, the work incorporated Joumana Kayrouz—a widely recognized local figure known for “fighting” for her clients.By recontextualizing her persona within a tourism campaign, the work introduced humor and cultural familiarity—positioning Detroit as a destination that doesn’t just promise a better trip, but advocates for it.
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Digital Experience
Designed a seamless landing page that guided users from storytelling → participation → trip planning, reinforcing both the emotional and functional value of the campaign.
THE IMPACT
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Transformed a traditional tourism message into a conversation-driven campaign
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Increased engagement through user-generated storytelling and participation
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Generated thousands of user submissions, with audiences sharing their real vacation horror stories
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Positioned Detroit as a bold, self-aware alternative to typical fall destinations
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Leveraged cultural relevance to create a campaign that felt distinct, memorable, and ownable