Situation
Destination Cleveland’s brand messaging is rooted in local storytelling. So when an opportunity came to shine a light on the city’s downtown after dark, we were ready to take things up a notch. The “Illuminate CLE” campaign needed to accomplish several goals: increase downtown foot traffic at night, bolster brand sentiment and invite people – locals and residents – to connect and experience Cleveland in a new way.
Action
We approached the campaign with a content-first focus, rooted in storytelling and powered by owned media. Featuring Cleveland musical artists and a voiceover track centering the local experience, the seven-minute Illuminate CLE light show played on the night sky above Public Square from dusk to midnight. A dedicated landing page featured show details, background stories and planning tips, and owned social channels built momentum through teaser content, first-look footage and influencer partnerships. Videos of the final show were posted to all owned channels.
Results
- 100% increase in evening foot traffic YOY
- 97% positive brand sentiment rating, up from 75%
- 1,109% growth in video views YOY
- 645% increase in interactions
- 51% lift in engagement rate
The results were even bigger than we imagined, but they didn’t tell the whole story. Because this wasn’t about creating a one-night spectacle. We wanted to build something lasting. Something to energize the streets, uplift the city’s image and invite people to see Cleveland in a new way. And Illuminate CLE did exactly that.
