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The theme's the thing
Five of Detroit's biggest boosters aren't even human. They're ATMs deployed by Comerica Bank at the city's Metropolitan Wayne County Airport. When Comerica won the airport contract, it decided to utilize the high profile location to help promote its hometown. So the bank commissioned elaborate, 8-feet-tall kiosks to house its Diebold 1064ix ATMs. Two of the machines feature an eye-catching logo provided by the city's Convention and Visitors Bureau and the phrase "It's a Great Time in Detroit." The other units spotlight hometown sports teams -- one each for the Lions, the Tigers and the Pistons. All are stocked with brochures that promote local events. Stephanie Valentine, Comerica's first vice president of electronic banking and marketplace technology, said the brochures are popular with ATM users. "We have to refill those constantly." Actually, she added, Diebold services the machines. "These are our priority off-premise ATMs, so we wanted to give them a little extra TLC." They are loaded with high-tech features. All of the screens feature high resolution color graphics, and Comerica is considering a move to full motion video. Recently, the bank added a Spanish-language option. Comerica spent $5,000 to $6,000 beyond the cost of a standard deployment on each of the airport machines. But it's worth it, Valentine said. "We really wanted them to be special." The ATMs have scored a touchdown with the Detroit Lions. They're a "wonderful way for a sponsor like Comerica to brand themselves with us," said Steve Harms, the team's executive director of marketing. The airport, the world's 13th busiest, seems pleased with them as well. Airport spokesman Michael Conway said that customers who need cash find it hard to miss the Comerica ATMs. "They're very easy to point out to people. They stand out more and are much more attractive than your average ATM." The sports-themed machines are Conway's favorites. "Everybody in Detroit likes sports," he said. A Comerica ATM at Detroit's Museum of African-American History, while less showy than the airport units, is another example of a successful specialized design. Its pedestal features the earth tones that dominate the museum's decor rather than Comerica's signature blue. Valentine said Comerica would like to deploy more themed machines at key locations -- including at the new Comerica Park that will replace the old Tiger Stadium in 2000.
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