Ypsi Real

Challenge / Objective

The Ypsilanti Area Convention and Visitors Bureau was looking for a brand. We ended up giving them the complete opposite.

Located immediately next to Ann Arbor, Ypsilanti was often compared to its larger, more well-known neighbor. Our goal was to differentiate and create an authentic path forward.

Solution

We conducted dozens of interviews. Collected hundreds of surveys from both inside and outside the region. And ultimately created a grassroots movement fully owned by the residents and fans of the city. Through interactive workshops and engagement with influencer groups, we put together the mosaic of the area.

We learned that Ypsilanti was proud. Quirky. And full of people, businesses, and a spirit that was independent.

Result

What started as tourism ended up as a full-fledged movement fueled and owned by the people and visitors of Ypsilanti. The results have surpassed our wildest expectations. The momentum continues to build without a media budget. It’s truly owned by the people.