Positively Cleveland says the premise behind the new brand is simple: Cleveland doesn't follow anyone's rules
CLEVELAND -- Positively Cleveland wants you to see Cleveland's new destination brand through video. The brand anthem video best summarizes its new approach to tourism, announced Wednesday afternoon at an annual meeting.
Positively Cleveland says the premise behind the new brand is simple: Cleveland doesn't follow anyone's rules – it makes its own. The brand focuses on the city's world-class art, culture and rock and roll.
"We've created a new destination brand because it's time to change the narrative about Cleveland at home and outside the city," David Gilbert, President & CEO of Positively Cleveland, said. "Right now, Cleveland is enjoying a renaissance along with the benefits of billions of dollars in new development and improvements. Now is the time to drive more travel and tourism to Cleveland"
The new destination brand is not a simple slogan or saying. It's instead a "collection of stories" or a new reputation for the city. The focus is on Cleveland's uniqueness and its eclectic mix of people.
Gilbert says the campaign comes after years of research.
Gilbert says the brand is designed to make Cleveland more attractive to visitors of all kinds, particularly Millennials and Generations Xers. These two generations, people born between 1960 and 1995, will make up two thirds of all visitors by 2020.
The leisure visitor campaign, "And for that, you're welcome" will include advertising in primary target visitor markets including Columbus, Pittsburgh, Detroit, Toledo, Buffalo and Erie.
The branding will also be used to attract meetings and conventions. The slogan "World-class experiences without the world-class ego," will be used with online and trade publication advertising.
Positively Cleveland launched a portion of the campaign last month through a microsite known as ThisisCLE.com. Gilbert says the response has been encouraging.
"Just great. Huge numbers of people posting. Hundreds and hundreds of pictures and comments about what they love most about Cleveland," said Gilbert. "It's really neat to look at because...it might be you know, a happy dog hot dog piled high. It's not necessarily some beauty shot, but it's what people really love the most. And we think that is going to be what resonates. That is what Cleveland is about."
While the ultimate goal is to encourage greater numbers of visitors, Gilbert says it could have an impact across the economy of the region.
"The more people come, the higher their perceptions are and the more they will come back. And maybe more people will relocate here. The more people will look for a job here, that they'll start a business here. So changing the perception starts at home," he said.
Mobile users: http://www.thisiscleveland.com/