Cleveland, Ohio (August 3, 2020) – Destination Cleveland, the destination marketing and management organization for Cuyahoga County, today launched
“Rediscover CLE,” an integrated marketing campaign to encourage residents to responsibly explore the area and patronize the more than 300 restaurants, attractions, hotels and other businesses and organizations that have signed up for the organization’s CLEAN COMMITTED program.
The campaign is the second phase of the organization’s effort to help the region’s economy responsibly reopen. Phase one was the launch of
CLEAN COMMITTED, a program developed in partnership with Cleveland Clinic, The MetroHealth System, University Hospitals, the Cuyahoga County Department of Health, City of Cleveland and Cuyahoga County that asks hospitality- and tourism-related business owners to agree to using a standard set of cleanliness and safe operating practices. Having a standard across the county offers residents and visitors peace of mind knowing that restaurants, attractions and hotels are providing clean environments.
“We know there are many factors Destination Cleveland cannot control in the current environment that contribute to residents’ interest in and comfort level to get out and explore,” said David Gilbert, president and CEO of Destination Cleveland. “What we can do is help in the most responsible way possible: by providing ideas and motivation to our fellow Clevelanders as well as a program for business owners that signifies to residents and visitors that health, cleanliness and safe practices are a top concern. We’re excited to see how Clevelanders rediscover the region and encourage them to post photos using #ThisisCLE to illustrate how they’re supporting local businesses and attractions.”
In addition to Rediscover CLE advertising that will appear on a variety of digital, out-of-home, and broadcast media properties as well as in select print publications, residents can use many new informational and inspirational pieces from Destination Cleveland to reacquaint themselves with the attractions, experiences and dining options available in the region. Now available for use in planning a Cleveland-focused adventure are:
- Resident Guide: A 20-page guide, available in print and online, is packed with information and ideas for Clevelanders who are itching to responsibly rediscover the destination’s exciting and interesting places. Distribution of the printed guides will begin in early August and is expected to include placement at local retailers, lifestyle centers, coffee shops, and restaurants. The Cleveland Visitors Center will carry the publication when it reopens for business (estimated timing: Fall 2020).
- More Passports in the Destination Cleveland App: To help Clevelanders organize their plans, new passports will be available in the Destination Cleveland app, launching at different times throughout August. Clevelanders are encouraged to get to know more of the area through the initial new passport themes: urban outdoors, iconic sights, free in CLE, and arts and culture. The Destination Cleveland app can be downloaded for free in the Apple App Store or Google Play Store. Additionally, new exploration itineraries, including Bike Cleveland and River Adventures, will be posted on ThisisCleveland.com. Residents are encouraged to check the website throughout August for new exploration inspiration.
- CLEAN COMMITTED Online Directory: Available on ThisisCleveland.com and in the Destination Cleveland app, a list of nearly 400 businesses (as of 7/31) that have agreed to be CLEAN COMMITTED is easy to access. Choosing to patronize a CLEAN COMMITTED business can help provide peace of mind as residents explore the region. Business owners who make the commitment can also be identified by patrons through branded window clings and other onsite collateral.
Resident Engagement Requested
In addition to providing new tools for planning, Destination Cleveland is looking to residents for support with its future visitor-related marketing efforts. Current engagement opportunities are:
- CLEAN COMMITTED Favorite Business Challenge: Residents can help increase the number of CLEAN COMMITTED businesses by encouraging their favorite spots to agree to the program’s cleanliness and safe operating practices. Destination Cleveland will provide downloadable images and artwork at CleanCommitted.com to equip residents to tag and challenge their favorite businesses on any social media platform. Maximizing the number, geographic spread and diversity of CLEAN COMMITTED businesses demonstrates the community’s focus on minimizing the spread of COVID-19 to potential visitors.
- #ThisisCLE Rediscover Responsibly Photo Request: Destination Cleveland is asking residents to share pictures of themselves, their family and friends in masks and following physical distancing protocols at their favorite Cleveland locations. As a leading health care hub, the social media posts will illustrate to potential visitors the community’s commitment to taking care of their own. Posts that are tagged with #ThisisCLE on social media channels will be considered for use in upcoming marketing efforts as Destination Cleveland restarts its efforts to promote Cleveland as a clean and safety-conscious destination to visitors.
In addition to the new information tools available, residents can contact the CLE Concierge team for insider tips via phone (216.875.6680), email (
cleconcierge@destinationcle.org) or
live chat when planning their adventures. The CLE Concierge team is available Monday through Saturday 9am-6pm. Because the safety of our visitors, residents, volunteers and staff is a top priority, the Cleveland Visitors Center remains temporarily closed.
An initial resident-focused effort, which was scheduled to kick-off in June, was canceled in deference to the community’s focus on and active conversation about dismantling structural racism and achieving racial equity.
“Given the global, national and local movements to actively and meaningfully work toward racial equity and social justice, we decided it was most responsible to cancel the first phase of the resident-focused campaign,” said Gilbert. “Additionally, we, like many of our fellow Cleveland economic development organizations, acknowledge our role in unintentionally perpetuating structural racism. Our Board of Directors recently formed a task force, which includes members of our leadership team, to identify short- and long-term actions we will take to help dismantle this endemic issue that plagues our country and community.”
To learn more about Destination Cleveland, please visit
www.thisiscleveland.com, follow the organization on
Twitter,
Facebook and
Instagram and subscribe to its channels on
YouTube and
Pinterest.
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ABOUT DESTINATION CLEVELAND: Destination Cleveland is Cleveland’s destination marketing and management organization. This private, non-profit organization’s mission is to drive economic impact and stimulate community vitality for Greater Cleveland through leisure and business travel. Cleveland welcomes 19.2 million visitors annually. For more information, visit www.thisiscleveland.com.