Cleveland's Tourism Board Makes the Most of a Miserable Situation
What are you supposed to do when Forbes ranks your city as the most miserable in America? Rally city supporters and create a tongue-in-cheek marketing campaign.
That's what Positively Cleveland, the Ohio city's convention and visitors bureau, has done after Forbes proclaimed the city as the country's most miserable last Thursday. Tami Brown, Positively Cleveland's vice president of marketing, says the day the article came out, the bureau commissioned a local improv troupe to put together a video poking holes in the miserable title. In the video, actors gripe that there are too many sports and live entertainment options in town, and that commutes are so short they don't have time to do their make-up in the car. There's also a funny bit where upon hearing that Cleveland has been called the most miserable city, a group of Cleveland people jump up and cheer - which of course, doesn't make them seem all that miserable.
The video is one component to a happy Cleveland campaign hosted on a new micro site, WhatTheForbes.com. Cleveland citizens are encouraged to post why they love the city, or to submit photos and videos professing their love to the site, for a chance to win one of three prize pacakges featuring gift cards and free access to Cleveland restaurants, attractions, hotels and services.
This sort of strategy worked once before for Positively Cleveland. Last year, a local comedian made two scatching, popular faux-promotional videos about the city.
Positively Cleveland responded in turn with a video contest that spawned amusing, pro-Cleveland videos such as this one, turning what could have been a negative image setback into a positive outreach and awareness opportunity.
Personally, I think these are great examples of smart, entertaining ways to get the last laugh when someone else is laughing at your brand's expense. It's also a chance to not only regain control of the message, but to better ensure that with a little self-deprecating humor and candidness people will listen to what you have to say. But what do you think? As always, we welcome your thoughts in the comment section below.
You can also find out more about this campaign in the Feb. 25 edition of our e-newsletter Marketing News Exclusives.
Comments
I think the city's response is awesome! What a great way to one-up Forbes. The execution of the video isn't that great...could've been very funny given the opportunity. But, hats off to Cleveland. BTW...I think it's a great city. And I'm not from there.
Posted by: Joe Michaels | March 7, 2010 11:55 AM
I currently live in Cleveland...let me tell you...I think Forbes just did us a favor!
Posted by: Laura Drews | March 8, 2010 5:07 PM