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.

Levin Furniture

Hennes Paynter Communications


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 Supreme Court hears arguments on who should be paid minimum wage
Just a correction for your story: The trial court sided with the owners. The court of appeals sided with the sales reps.

Husted defends the use of "monopoly" in the wording of Issue 3
Jon, Give me a break. Why don't you concentrate your efforts on other issues to make Ohio a better place to live. Your comments about monopolizing the marijuana...

The Sierra Club is launching ads against Ohio's U.S. Sen. Rob Portman
“'I don’t know what the ad’s going to say. But I hope it’s truthful,' said Portman." This from a man who voted "no" last winter on a Senate resolution s...

Ohio Republicans protest the loss of Mt. McKinley
I believe the U.S.gov't. was overstepping its bounds by renaming a mountain that belongs to Alaska. How would we like it if Alaska (or any other state) telling ...

Pluto: University of Akron cuts baseball - should football be next?
remember when akron and Youngstown state were both in the ovc. As a Morehead State fan, made trips to both schools and had a wonderful experience. Played Akron ...

Ohio to aid young adults who age out of foster care
I think it's a great idea. I worked for an at risk high school and it was really sad to see the amount of kids who had no where to go because they had aged out...

Could University Circle developments ripple into East Cleveland?
Outsiders are so far off the beaten path and you all need to attend the meeting being held today 8/31/15 Cleveland Public Library, 1:00 PM. http://44112news.co...

ResponsibleOhio leader says the state is trying to set Issue 3 up for failure
Ohio suppose to believe that a group of investors were united under one cause to legalize marijuana.Once legal they all of sudden turn into 10 different compani...

Terry Pluto: U of A's new athletic director has the toughest job in town
It is a hard sell. The Students do not want to go to the football games and they do not want to pay for the program. They have a lot of student loan debt and t...

Akron considering the future of the B.F. Goodrich smokestacks
This BFGoodrich alumna says, "Thank you, Dave Lieberth!"

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