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New Campaign Takes a Few Cues From Hollywood to Draw Visitors
CHICAGO-The Convention & Visitors Bureau of Greater Cleveland alludes to Hollywood and the entertainment industry in several ways in its new $2 million ad push, which seeks to draw both tourists and business to the metropolitan area.
TV and print ads from The Wolf Group in Cleveland take the form of spoof movie trailers and ads. “It’ll rock you” is the tagline. In addition to the tie-in to the movies, one of the two TV spots uses the “Cleveland Rocks” tune best known in recent years as the theme song to The Drew Carey Show, which is set in the city.
Employing mock-ups of movie trailers and ads is a strategy that’s been used in advertising before, acknowledged David Derby, senior vice president and creative director at Wolf in Cleveland.
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