One of Destination Cleveland’s key goals is to grow visitation to 20 million visitors per year by 2020. Knowing most travelers are incentivized to travel by visiting friends and relatives, and that Cleveland’s residents are proud of their land and would be the best advocates for it, Destination Cleveland enlisted its residents to help them achieve this goal.
The #VisitMeinCLE campaign launched with a goal to galvanize locals via OOH advertising, social media and brand activations to encourage their friends and family to visit them in Cleveland. MMGY provided the creative and brand activations arm to the campaign. We held brand activations at Edgewater Live and Wade Oval – outdoor events that draw more than 6,000 people and 2,500 people respectively per night. We set up special #VisitMeinCLE tents where attendees could choose a special Cleveland “Roast Card” (like a postcard – but poking fun at Cleveland in a way only Clevelanders can do) that encouraged recipients to visit the sender in Cleveland.
We also featured an Instagram mosaic wall where guests took photos at the event, tagged them with the #VisitMeinCLE hashtag, and could print a photo on-site that would become a tile in a larger mosaic image of the city and be displayed at the Destination Cleveland office in downtown Cleveland.
- 615K impressions
- 271K reach
- 224 engagements
- 413K impressions
- 208K reach
- 4.6K engagements