Time Sponsors Optimistic Motor City Campaign

By Kiran Aditham 

Crazy and futile as it may seem to some, Time is nevertheless buying into “Selling Detroit”, a contest in which five Michigan-based agencies are participating to market the Motor City to young folks. The publishing stalwart launched and created the effort, which declares that “America’s most struggling city needs to attract business and talent.”

Visitors to dedicated campaign sites like the one on CNNMoney.com can vote for their favorite campaign amongst those being proposed by the five firms involved: McCann Erickson, Doner, GlobalHue, Campbell-Ewald and Leo Burnett. While McCann proposed a website as the centerpiece of its campaign, Leo nabbed Kid Rock, Doner GlobalHue crafted postcards and C-E opted for print according to the New York Times.

The NYT adds that the five campaigns will be featured in Dec. 7 issue of Fortune (ad pages in the ish are valued at $400,000) and on Time.com, CNN.com and Fortune.com.

More: “BBDO Detroit to Close Doors Jan. 29th