For the newly installed photo experience at the International Arrivals Hall of McNamara Terminal and in the North Terminal at Detroit Metropolitan Airport (DTW) will been seen by nearly 1.5 million international travellers that pass through the airport’s federal inspection services facilities each year.
The campaign is one of the first of its kind in the United States and is the result of a collaboration between Travel Michigan, the Detroit Metro Convention & Visitors Bureau, Detroit Metropolitan Airport, the Airlines and US Customs and Border Protection (CBP).
International visitors attending this week's North American International Auto Show in Detroit will be some of the first travellers to be greeted by the Michigan imagery.
“Detroit truly serves as the gateway to Michigan for the vast majority of our international visitors,” says Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation.
“From the moment people step off that plane, we want them to feel welcome in Michigan, to be excited about arriving in America’s Great Comeback City and to be inspired by the leisure travel opportunities our state has to offer.
"We appreciate the hard work of everyone involved to bring this experience to life.”
The airport branding builds on Michigan’s increased efforts in recent years to attract international leisure traveller to the state.
Artwork, as large as 12ft high and 61ft long, featuring images of Detroit cultural landmarks and the state’s natural beauty can be found at the European and Asian arrival gates and the baggage claim area in customs.
Native language videos featuring Detroit will also play on video monitors located throughout the customs area in the near future.
As flights arrive, the videos will be served up in the most appropriate language, including English, German and Mandarin. Pure Michigan ads will also play on the monitors.
“Our arriving international travellers are now greeted with beautiful images of our state’s iconic landscapes, natural areas and culture – what better way to say, welcome to Michigan," enthuses airport CEO, Thomas Naughton.
In addition to showcasing all four seasons, featured images include the the Detroit skyline and riverfront, The Henry Ford, Marquette, Ludington, Sleeping Bear Dunes National Lakeshore, Porcupine Mountain State Park, Turnip Rock in Port Austin, Les Cheneaux Islands and Lake Superior.
The photo experience will remain in place indefinitely.