Cleveland’s tourism board, Destination Cleveland, is set to capture the nation’s attention on Super Bowl Sunday, not with a costly Super Bowl ad, but with a creative spot during the beloved Puppy Bowl. The 30-second ad showcases the city’s charms through the eyes of man’s best friend, emphasizing Cleveland’s dog-friendly atmosphere. Let’s delve into the details of this unique and lighthearted campaign.
Puppy Bowl Prowess:
Destination Cleveland’s decision to air the ad during the Puppy Bowl, a beloved pre-Super Bowl tradition featuring adorable shelter puppies, reflects a strategic and heartwarming approach to engaging audiences.
A Dog’s-Eye View:
The 30-second spot captures the essence of Cleveland from a visitor’s furry companion’s perspective, highlighting the city’s dog-friendly amenities, parks, and overall welcoming atmosphere.
Bold Move on a Big Day:
Marie Scalia, Chief Marketing Officer at Destination Cleveland, describes the campaign as a bold and clever move to showcase the destination differently on the biggest media day of the year. The decision not to compete in the Super Bowl ad space aligns with the organization’s budget constraints.
Cost-Effective Campaign:
Despite not airing during the Super Bowl, the campaign is still significant, costing approximately $550,000. The ad will not only run during the Puppy Bowl but will also be featured over 300 times on Animal Planet, streaming services, and social media from February 12 to March 23.
Puppy Bowl’s Reach:
With an impressive 13.2 million viewers tuning in for last year’s Puppy Bowl, Destination Cleveland aims to leverage this broad audience to showcase the city’s charm and appeal.
Looking Ahead to a Big Year:
The ad campaign marks the beginning of what promises to be a bustling year for Cleveland tourism. With upcoming events like the NCAA Women’s Final Four, a total solar eclipse, the Pan-American Masters Games, and the Rock and Roll Hall of Fame Induction Ceremony, Cleveland is gearing up for increased visibility.
Creative Collaboration:
The ad was produced by MMGY Global, a renowned travel and tourism marketing agency based in Kansas City, showcasing the collaborative effort behind this whimsical campaign.
Conclusion:
Destination Cleveland’s decision to spotlight the city during the Puppy Bowl demonstrates a clever and cost-effective strategy to capture the nation’s attention. By emphasizing Cleveland’s dog-friendly appeal, the tourism board aims to kick off a successful year of attracting visitors with upcoming major events. The ad not only showcases the city’s playful side but also reflects a responsible approach to advertising in a budget-conscious manner. Watch out for Cleveland’s furry ambassadors stealing the show on Super Bowl Sunday!
