January 13, 2011
On the Campaign Trail: Battling Back Against a Mighty Bleak Image, Detroit Launches Its "I'm a Believer" Effort, Crafted By Media Specialists Tired Of Constant Motor City Bashing — City Will Be "Plastered" with Messaging
Newly elected county executive Mark Hackel said the suburbs support Detroit's need to be successful. "The suburbs developed from the city of Detroit," he said. "Their success is our success. The issues they are facing, we are facing. If Detroit does not come back, the suburbs will have a difficult time doing the same," he added, the Detroit Free Press reports.
Detroit reportedly paid nothing for the campaign. Its $10-million cost, raised totally from donations, reflects what someone would have paid to design the campaign, create its ads and a Web site, and buy advertising time and space. "I'm a Believer" will feature 40 billboards and a slew of radio, TV and print ads with some of the region's leaders, entertainers and celebrities. The ads point people to the campaign's Web site, where they will find dozens of opportunities to help make Detroit a good, clean, safe place to live, reports Free Press writer Patricia Anstett.