Urban Land Institute

Urban Land Institute Hosts International Spring Meeting In Detroit

Identity drives coverage and awareness around organization’s return to Detroit after 40 years

Our Approach

For the first time in 40 years, the Urban Land Institute selected Detroit among stiff competition as the host city for the annual Spring Meeting to take advantage of the city’s unique real estate story.

More than 4,500 real estate professionals from around the globe descended upon the city to take part in programming geared toward the real estate professional, while sprinkling in tours of the city to show off the massive changes that are propelling the city back into the national discussion.

In order to ensure that the event would get the proper attention leading up to, and during, the event, ULI Michigan tasked Identity with handling its storytelling efforts throughout the entire program. Identity incorporated both owned and earned media to generate excitement in advance of the event, and bring recognition to ULI Michigan during and after.

The result was more than a dozen unique media placements from Detroit media that brought attention to the ULI Michigan chapter, as well as contributions in ULI’s national publication, Urban Land, that further shared the expertise of local ULI Michigan members. Not only that, Identity worked closely with ULI Michigan to identify individuals within ULI Michigan who had an interesting story to tell and who could act as a bridge between the organization and loftier themes, like the trend of urban gardens and emergence of women in the real estate profession.

All told, Identity landed more than 15 pieces of unique coverage – including broadcast coverage with all of the major affiliates in Detroit – that reiterated ULI National had chosen the city of Detroit because it was a true American success story, with more chapters to be written. Thanks to Identity’s efforts throughout the conference, ULI Michigan was able to sign more than 300 new members who will work with existing members to advance ULI’s mission of providing leadership in the responsible use of land.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Strategy & Execution
  • Content Creation

    • Editorial Content Development
    • E-blast Development


  • 4,500+real estate thought leaders in attendance
  • 15+unique pieces of coverage generated
  • 300+new ULI Michigan members