In an effort to drive traffic downtown to boost retail, restaurant, and event patronage, a public/private partnership launched a large-scale campaign. The "Winter in Detroit" campaign utilized billboards, print and digital ads, radio spots, television coverage, public transportation wraps, and a strong social media presence. The logo, brand identity, and corresponding art direction needed to satisfy all of the high-profile stakeholders.

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The campaign resulted in over a $1.5 Million of additional revenue to Bedrock's tenants, over 60 million billboard impressions, over 3 million radio spot impressions, millions of social media impressions, and dozens of news articles.