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.

Meaden & Moore

Don Drumm Studios

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
Arts and Entertainment


A generational divide over "This is Cleveland"
New tourism campaign embraces the chip on its audience's shoulders
by WKSU's M.L. SCHULTZE
and KELSEY LEYVA


Web Editor
M.L. Schultze
 
This is Cleveland video boasts about the good... and the bad
Courtesy of This is Cleveland
Download (WKSU Only)
In The Region:

It’s been nearly a week since Positively Cleveland launched its new tourism campaign. And, as WKSU’s M.L. Schultze reports, the reaction so far seems to be dividing along generational lines – as the campaign was intended to do.

LISTEN: Does "This is Cleveland" work?

Other options:
Windows Media / MP3 Download (4:17)


In the six days since thisiscleveland launched, the youtube video has gotten more than 25,000 views, and people have posted more than 2,000 photos on the web site, twitter, facebook, instagram.  Dave Gilbert, the head of Positively Cleveland says the campaign is aimed people outside the region. But it rests heavily on digital word of mouth – spread largely by people living in a town they often bad-mouth.

 “So we really do want more Clevelanders to try the product of what tourists do in Cleveland, whatever they like best in Cleveland and be proud of it.”

Not perfect, and that's OK
That’s why the montage of images in the video includes steel mills, and festivals, rebounding neighborhoods and battered signs of the past, references to making our own rules, and pressure – under the right circumstances – creating diamonds.

“Basically, what it says is, we’re not perfect. There’s a lot of amazing things about this community … and a lot of those things have been born out of what this community has gone through over the past number of decades,” explains Gilbert. “And we should be proud of it. We can’t try to be something that we’re not.”

But to Milton Glaser, the campaign goes to the other extreme.

“This is too defensive and too general and it makes me feel that Cleveland must be like every other place in the United States.”

A narrow audience?
Glaser is the legendary graphic artist who developed the” I Love New York” campaign. He’s also in his 80s. And he acknowledges his demographic is likely not the target of this push. The problem, he says, is that the demographic the campaign aims for may be too narrow.

“A certain kind of tourist might consider going to Cleveland but certainly the age group is very limited, younger people, somewhere between 18 and 24 I would say. But I don’t know what kind of universe that is and what kind of universe you were expecting to find. It doesn’t seem to me to give me a persuasive reason to feel this is a place I must go to.”

Positively Cleveland’s Gilbert says Glaser got the target almost right.

“The first target market are millennials, which is not 18 to 24, it’s really 24 to 35-year-olds and that’s because our extensive research shows that age group is the most open to visiting Cleveland.”

Embrace the chip
He says the campaign is not kissing off other generations – just not banking on them in quite the same way with quite the same message.

 “This entire campaign is not about being aspirational. It’s about amplifying who we really are. And for those that message resonates with, when they come here, they’re going to love what it is that they see because we’re not promising something that we can’t live up to.”

In some ways, Gilbert acknowledges what it comes down to is: embrace the chip on your shoulder – even when it comes to the Cavs, Browns and Indians.

“I’ve heard it joked that Cleveland sports fans are 90 percent scar tissue, and if that’s true, that is part of what makes us who we are, and despite 50 years of no championship we still love our teams.”

Gilbert acknowledges the launch of the campaign was a beginning, not an end – and says its success won’t be measured in six days. 

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

Ohio's Supreme Court narrowly upholds Ashford Thompson's death sentence
"Justices" William O’Neill, Paul Pfeifer and Judith Lanzinger should all be immediately removed from the court. If they could actually believe that this murde...

Ohio's Sen. Brown is pushing for more assistance for homeless vets
That would be a great program to have for the homeless vets. Many of them are still suffering from PTSD even from the Vietnam war.

Lordstown GM plant plans to install 8,500 solar panels
How much will this solar array cost? How is it being funded, and who is really paying for it? How much real useful electricity will it actually produce in MEh p...

Local Ebola concerns cause officials to pay more attention to West Africa
I have a better idea, let's secure our borders and spend those billions of dollars on our own first.

HUD and Cuyahoga Land Bank extend a housing deal for another year
Need to sale lot, and would like to know how to contact someone to see if they may be interested in the property that sat between two lots. If you can give me...

Akron Beacon Journal details abuse claims against televangelist Angley
In the early 90's I went forth for pray. And the man was anointed by the hand of God. Just a fact I will never forget

Lawmaker questions why a million voters didn't get absentee applications
He's a damn lie! I vote n all elections. I missed 1. Haven't gotten my absentee ballot and their making it hard to get one.

Thirsty Dog Brewery warns it might have to leave Akron
Why is it the city's responsibility to find this guy a location? There are a hundred realestate companies that could help him.

Kent State sends home three after contact with second Ebola-stricken nurse
Why weren't all health workers who were around Duncan quaranteened for 21 days and tested for Ebola? That's a no-brainer. Why was Vinson allowed to travel right...

New book says Willoughby Coal is haunted...and that's good for business
Would love to see a series of books that would just thrill me. I cannot wait to visit some of the locations. And revisit some of the locations I have already vi...

Copyright © 2014 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