Abstract

This caselet talks about how Detroit, known for its high levels of violence and hooliganism, tried to publicize the positive developments that had taken place in the city. The city used events of national and international stature hosted at Detroit to communicate these positive developments. The caselet also describes the challenges the city faced in trying to project a new image to the public.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Difficulties faced by marketers in communicating changes to the public. How events of national and international stature can be used as excellent public relations vehicles. The need to give equal importance to internal branding and external branding

Keywords

Detroit, Rust Belt, Halloween Eve, Tiger Stadium, Comerica Park baseball stadium, Detroit Metropolitan Airport, Detroit Opera House, Fox Theater, Ford Field football stadium and Beverly Hills Cop