Case Study: City of Detroit boosts tourism and economic growth with TopRight's The D Brand

City of Detroit adds $68.3 million in tourism growth with TopRight

The City of Detroit partnered with TopRight to reshape its identity and move beyond its reputation solely as an auto industry hub. The challenge was to reposition Detroit as a vibrant destination to boost investment and tourism.

TopRight developed "The D Brand," a cohesive framework that highlighted the city's strengths in innovation, culture, and sports. This solution successfully transformed Detroit’s image, leading to a significant increase in tourism and investment. TopRight's work resulted in metro Detroit welcoming 100,000 more leisure tourists within a year, adding $68.3 million to the economy, while also driving a surge in convention bookings and attracting new tech and green energy investments.

City of Detroit