News
News Home
Quick Bites
Exploradio
News Archive
News Channel
Special Features
NPR
nowplaying
On AirNewsClassical
Loading...
  
School Closings
WKSU Support
Funding for WKSU is made possible in part through support from the following businesses and organizations.

The Holden Arboretum

Metro RTA

Lehmans


For more information on how your company or organization can support WKSU, download the WKSU Media Kit.

(WKSU Media Kit PDF icon )


Donate Your Vehicle to WKSU

Programs Schedule Make A Pledge Member BenefitsFAQ/HelpContact Us
Economy and Business


What is "This Is Cleveland"?
Developers of Cleveland's new image campaign say the new tagline is part of something much bigger
by WKSU's KABIR BHATIA


Reporter
Kabir Bhatia
 
Positively Cleveland launches its new tourism campaign this week, and says "This is Cleveland” is one of many pieces aimed at bringing visitors to the north coast.
Courtesy of Positively Cleveland
Download (WKSU Only)
In The Region:
A new Cleveland tourism campaign launches tomorrow. Its designers say, contrary to recent media reports, the tag line is not “This Is Cleveland.” Instead, they say that’s just one small piece of what could be a comprehensive remake of the city’s image on the national stage. WKSU’s Kabir Bhatia reports.
What is "This Is Cleveland"?

Other options:
Windows Media / MP3 Download (3:34)


A few weeks ago, social media and newspapers like The Plain Dealer were buzzing over a leaked website that seemed to show “This Is Cleveland” as the region’s new tourism slogan. But the agency behind the campaign says that's not the case. So, what is “This Is Cleveland"?

“It’s a repository allowing people through different social media channels to document what they love best about Cleveland," says David Gilbert, president of Positively Cleveland. The agency is tasked with boosting tourism by targeting conventioneers and other visitors. The group is funded by the county’s bed tax plus membership dues.

“What we’re focusing around is not a particular tagline. What a brand really is -- whether it’s for a product or a destination -- is a personality. It’s a collection of stories. It’s what you think of when you hear about this product.”

A city online
“This Is Cleveland,” and #thisiscle, will be online entities where people can share photos, stories and more about their fair city. The line has been getting mixed reviews in recent weeks, when people were thinking it was the way Positively Cleveland planned to market the city. But Gilbert says that’s not the case.

“What the Plain Dealer captured a little piece of was a test website. That website is one piece of what we’re doing – based on research -- to show that the opinion of locals about their own community is actually very, very important to the number of visitors that travel here.”

Regional tourism
Gilbert wants people to talk up new attractions like the aquarium and convention center, plus the city’s culinary scene. Positively Cleveland thinks that will help target tourists in cities like Pittsburgh, Detroit and Columbus. Gilbert says there actually is no single tag line, per se, and the last time the city had one was about 15 years ago. Back then, the official slogan was “Cleveland: It’ll Rock You.” Unofficially, the city has taken to, “Cleveland Rocks" for decades

Too old to rock?
But a generation later, opinions are mixed about the need for a change.

At Tower City, Ashley Farrish, in her 20s, says, “I prefer ‘Cleveland Rocks.’ It makes a statement. ‘This Is Cleveland’ is just like, ‘Eh, this is Cleveland.’ I think if they can somehow put the Rock and Roll Hall of Fame with it, sure. But on the radio, I don't know.”

On the flipside is Kayla Damelio, who prefers “This Is Cleveland."
“I think it will give it a little more spunk," she sayd. "I feel like they've had ‘Cleveland Rocks’ for a long time. They need a little something new to spice it up.”

Meanwhile, back east...
So what makes a successful tourism marketing campaign? Legendary designer Milton Glaser led the team behind one of the most iconic civic campaigns of all time: “I Love New York,” which has endured for almost 40 years. When Glaser heard about “This Is Cleveland” as a tagline, he was underwhelmed.

“What you need is something playful, something memorable, something that makes people feel friendly. ‘This is Cleveland’ seems, to me, too vague a position. Neither ambiguous, nor clear.”

Positively Cleveland says the passionate response to the leaked tagline-that-isn’t-a-tagline shows that people do care about their city and are ready to take to social media to show visitors what Cleveland is.
Listener Comments:

I'm not a native Ohioan but I love how loyal people are to Ohio State and any Cleveland pro teams. Someday we will be rewarded. All hell will break loose if we ever win something!


Posted by: Laura Shoemaker (Canton, OH) on March 18, 2014 10:03AM
Add Your Comment
Name:

Location:

E-mail: (not published, only used to contact you about your comment)


Comments:




 
Page Options

Print this page

E-Mail this page / Send mp3

Share on Facebook




Stories with Recent Comments

Letters from a lost friend: A Beachwood survivor's Holocaust remembrance
What a great story -- and how important it was for both Marlene and her mother to tell it! Thank you.

Akron city council to vote on resolution for hiring ex-offenders
Great as a taxpayer I paid for the police to catch them, the free lawyer, the jail to house them , the food their kids eat the medical for them and all its goin...

5 of 8 rule headed for a vote
this is just another way for kasich to pass the buck and claim that it gives the local districts control. Few schools have enough money because of his cuts. T...

Bill would allow Ohio religious leaders to refuse to do gay marriages
This is just a lot of political posturing. The free exercise clause of the 1st Amendment already protects clergy from being forced by civil authorities to perfo...

Ohio lawmakers want to eliminate background checks, training to carry guns
On the face of this report I don't find the name of the bill or who sponsered it. I will have to google a general bill with this as its content to address it. N...

Ohio lawmaker calls for an investigation into a Dayton women's prison
I was an inmate at DCI and I am so happy that it's being investigated. The staff behavior there is awful unless he/she is your lover. There are more drugs insid...

Ohio's disabled face long waiting list for services
Can we use the Tribble on Disability Care? if so can you send the link to http://voice4thevoiceless.us thank you, Mark J Cleland Sr voice4thevoiceless.us

Treasures rescued from Cleveland's closed Catholic churches
This was found to be a real gift today Good Friday Bless you for your work

Akron mayor says he had reason to fear an "enraged" councilmember
At least we know that York is out sick. Where in the World is Carmen Plusquellic today?

Copyright © 2015 WKSU Public Radio, All Rights Reserved.

 
In Partnership With:

NPR PRI Kent State University

listen in windows media format listen in realplayer format Car Talk Hosts: Tom & Ray Magliozzi Fresh Air Host: Terry Gross A Service of Kent State University 89.7 WKSU | NPR.Classical.Other smart stuff. NPR Senior Correspondent: Noah Adams Living on Earth Host: Steve Curwood 89.7 WKSU | NPR.Classical.Other smart stuff. A Service of Kent State University