Drillbit's niche ad campaign for Detroit Metro Times adds State Theater to DEEP CLUB
by the Drillbit Staff  10/24/01

DETROIT, MI - Detroit's leading alternative newsweekly Metro Times has signed State Theatre as the latest partner to it's successful GET DEEP advertising campaign. The Detroit-area club – one of the largest and highest profile venues in Metro Detroit – will become a year-long sponsor of Club Metropolis, Metro Times popular online bar and club guide.

The GET DEEP campaign was developed for Metro Times by Drillbit, a firm specializing in niche publishing solutions. The campaign takes a publication's existing content and refocuses it – enabling advertisers to reach the specific readers they value most.

Using a custom created "DEEP CLUB" campaign, State Theater will directly communicate with over 19,000 unique monthly club goers while they are choosing a bar or club to attend. "DEEP CLUB gives us prime positioning with our best possible audience segment – people actively looking to attend a club," says State Theater President Jim Forbes. "It is very important to our overall marketing objectives to build an personal relationship with our core audience online, as well as furthering the State Theater as prime entertainment destination with the Metro Times print audience."

The hallmark of every GET DEEP campaign is an integrated blend of both Web and print. "With DEEP CLUB," says Metro Times publisher David Jost, "We complement our powerful print schedule by prominently displaying State Theater events to online visitors looking specifically for club and bars."

"We are very pleased to have State Theater as a Metro Times advertiser," adds Jost. "The ability of our Web site to communicate directly with specific portions of our audience was instrumental in securing this partnership."

Earlier this year, the Detroit Institute of Arts (DIA) – one of the country's most respected art museums – and Motor Lounge - an internationally acclaimed electronic music venue - signed exclusive yearlong agreements to sponsor their own GET DEEP campaigns.

"We are learning that our Web site can be a valuable differentiator in driving new ad revenues," says Jost. "Plus, the DEEP ads are not only great for clients, but have proven to be effective traffic builders for Metro Times."