Drillbit's niche ad campaign for Detroit Metro Times adds another yearlong partner
by the Drillbit Staff  9/28/01

DETROIT, MI - Detroit's leading alternative newsweekly Metro Times has signed Motor Lounge as the latest partner to their successful GET DEEP advertising campaign. The Detroit-area club - known internationally as one of America's top electronic music venues - will become the exclusive yearlong sponsor of the electronic music portion of the campaign. The slogan is "DEEP ELECTRONIC."

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 DEEP ELECTRONIC, Motor Lounge will directly communicate with fans of Detroit's burgeoning techno music scene. "DEEP ELECTRONIC positions us to own the electronic music scene here in Detroit," adds Motor Lounge founder Dan Sordel. "It is very important to our overall marketing objectives to build an intimate relationship with our core audience online, as well as further growing the Motor brand in print."

"The hallmark of every GET DEEP campaign is an integrated blend of both Web and print. DEEP ELECTRONIC is no different," says Metro Times publisher David Jost. "We are able to complement a powerful print schedule with Motor events being prominently displayed to online visitors in an active search for electronic music."

Adds Jost, "We are very pleased to have Motor as a Metro Times advertiser. 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 - signed an exclusive yearlong agreement to sponsor the campaign's DEEP ART component.

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