CLEVELAND (Sept. 23, 2019) – Destination Cleveland, the destination marketing and management organization for Cuyahoga County, today launched a new visitor-focused marketing campaign,
“The Best Part of Cleveland.” The integrated campaign centers on a video storytelling series; the first part of which debuted today. The series presents passionate Clevelanders “debating” their favorite things about the city.
The Cleveland brand launched through an integrated marketing approach in 2014, with a focus on building awareness and interest in the region as a visitor destination. In addition to its ongoing media relations effort, visitor-focused publications and digital media presence and engagement (Destination Cleveland’s social channels and website), paid advertising has run in nearby markets such as Chicago, Detroit, Pittsburgh, Cincinnati Columbus and Philadelphia.
“With this new campaign, we’re amplifying our paid media efforts to change Cleveland’s narrative on a national scale and looking to spark curiosity about Cleveland by highlighting the essence of our city through its proud residents,” said Colette Jones, Chief Marketing Officer, Destination Cleveland.
SoulPancake, a content studio that connects audiences across digital platforms and a variety of other mediums, directed and produced the video. Destination Cleveland collaborated with SoulPancake for this campaign given the organization’s reputation for producing content that aims to uplift, entertain and inspire audiences.
“Travel decisions are often guided by inspiration and a desire for authentic experiences, which is the insight that led to the launch of the #ThisisCLE efforts as a way for residents to share their favorite parts of Cleveland. Engaging SoulPancake builds on that goal of motivating viewers by using video to share real resident stories and create personal connections,” continues Jones. “We see more and more that people engage with content that presents a genuine voice. This campaign features the region’s true storytellers to help build those strong connections with viewers.”
Two of “The Best Part of Cleveland” videos will be published on SoulPancake’s social channels, which reach a national audience. Destination Cleveland will extend the campaign through advertising and its digital channels, including social media and content on ThisisCleveland.com, as well as through earned media outreach. A
dedicated webpage for the campaign highlights the locations, events, cultural experiences and Clevelanders featured in the video.
The campaign also encourages both locals and visitors to continue the conversation by sharing the things they love about Cleveland with their personal online networks.
Destination Cleveland recruited passionate residents for the video through an open casting call in July. The organization also collaborated with the Greater Cleveland Film Commission to engage local film and production crew members and manage production logistics.
To learn more about Destination Cleveland or to keep up-to-date on new developments and activities, please visit
www.thisiscleveland.com, follow us on
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Instagram and subscribe to our 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.