- 18-Day Campaign
The polling provided the framework for our "yes" on E messages. Winner/Wagner & Mandabach brought in Sipple: Strategic Communications to work with them in developing television and radio ads. They also worked with the Lansing-based Marketing Resource Group, headed by Tom Shields, to target direct mail to swing voters. The media campaign focused on these themes:
Proposal E is pro-Michigan. One set of ads used the image of a $400 million bag of money moving from Detroit to Windsor, Canada, to depict the flow of dollars to Canadian casinos located a mere five minutes from Detroit, and stated that Proposal E would bring these dollars back to Michigan.
Proposal E is straight-forward. A "Voter Guide" television spot showed the actual ballot wording to visually reinforce the simplicity of Proposal E.
What benefits Detroit, benefits Michigan. An ad featuring popular Detroit Mayor Dennis Archer was produced by the Mayor's media consultant, David Axelrod. It aired in the final days of the campaign, and asked Michigan voters to help Detroit reduce its dependence on state aid.