Wolf Group Gets Cleveland Rocking

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. “The magic here is it’s a particularly good fit,” Derby said. “It’s all about entertainment.”
Last year the bureau spent $2 million on a campaign tagged “Cleveland. It’s no place like home.” That effort was created by the same shop, then known as Meldrum & Fewsmith, before its sale to The Wolf Group in Toronto.
The earlier campaign had a softer approach to attracting visitors to the Cleveland area, Derby said. This year’s effort is more flashy, putting Cleveland forth as a “blockbuster” city.
The voiceover for the TV spots was done by a veteran of movie trailers, Derby said. One ad invites viewers on “a journey of epic proportions,” and flashes mock critical raves such as “Fresh, exciting, wow!”
Print work suggests the city is rated “PG,” for “Perfect Getaway, suitable for all audiences wanting a good time.” All executions in the campaign include phone numbers potential visitors can call for an events guide.
The TV portion of the campaign broke last week in Ohio and some parts of Pennsylvania. Print ads break later this month in several markets within a day’s drive of Cleveland, including Pittsburgh, Detroit and Toronto, Derby said. ƒ