Outsource to Detroit

Challenge

When Galaxe.Solutions, a global IT firm, arrived in Detroit from New Jersey, it sought to communicate its leadership role in addressing a dramatic industry shift in job repatriation to the United States. GalaxE’s message: for enhanced software development innovation, accuracy and value consider onshore. Join us. Outsource to Detroit.

Approach

Tanner Friedman packaged and delivered this counter-intuitive message of a burgeoning IT cluster in downtown Detroit to a comprehensive range of targets – from boardrooms to newsrooms to the highest office in the land. Anchored by a 10-story banner, “Outsource to Detroit” became not only a beacon on the city skyline but also a symbol of the city’s resurgence.

Results

‘Outsource’ to Detroit” captured the attention of media worldwide, including: ABC World News Tonight, Bloomberg, CBS Evening News, CNN, Fortune, MSNBC and many others. GalaxE CEO Tim Bryan was subsequently invited by the White House to introduce then-president Barack Obama at a job repatriation summit. Tanner Friedman has garnered numerous accolades for the campaign including an IABC Detroit Renaissance Award.