Case Study: Visit Detroit Drives Record NFL Draft Attendance with MLive Media Group

Visit Detroit drives 775,000 NFL Draft fans with MLive Media Group

Visit Detroit, the convention and tourism bureau for the city, faced the challenge of driving maximum attendance and awareness for the 2024 NFL Draft. Their goal was to create a user-friendly experience for new visitors while generating significant economic impact for local tourism partners. To achieve this, they partnered with MLive Media Group.

MLive Media Group implemented a high-frequency campaign leveraging its statewide reach and first-party data. The solution included MLive display ads, statewide homepage takeovers, and sponsored content in key markets. This campaign delivered over 4.3 million impressions and 25,000 hours of brand exposure. The effort contributed to record-breaking results, with over 775,000 fans in attendance—a 29% growth over the previous record—and an estimated economic impact that was expected to outpace initial projections of $175 million.

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