Dan Gilbert apologizes for controversial 'dumb campaign slogan' in Detroit

Dan Gilbert apologizes for controversial 'dumb campaign slogan' in Detroit

DETROIT, MI (WOIO) - Dan Gilbert, on behalf of his development company Bedrock, issued an apology for a "tone deaf" and "dumb campaign slogan" that was used on his building in downtown Detroit.

As part of the "See Detroit As We Do" campaign, the windows on downtown's Vinton Building were pasted with graphics that were supposed to represent Detroit. The problem with the campaign is that the graphics showed no diversity and featured only white people.

"We screwed up badly the graphic package that was partially installed on the retail windows of the first floor of the Vinton Building," Dan Gilbert said in the apology. "The slogan/statement we used on these graphics was tone deaf, in poor taste and does not reflect a single value or philosophy that we stand for at Bedrock Development or in our entire Family of companies.

He added that Detroit is open, diverse, and is being redeveloped, but quickly realized that the campaign did not express that message.

"We immediately killed this dumb campaign slogan," Gilbert said.

He ended the apology by saying, "We'll be better at this next time."

Click here to read the full apology letter.

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