Targeting bodies

That’s the message emanating from the Convention and Visitors Bureau of Greater Cleveland. Despite a severe drop in the number of people traveling by air and the subsequent negative effect on the hospitality industry, the CVB maintains an optimistic attitude.

As of mid-September, it planned to spend $300,000 to generate millions of advertising impressions in target markets from Buffalo to Cincinnati, designed to bring visitors to Cleveland to spend dollars. The campaign is centered around promoting Cleveland’s cultural strengths. Among recent marketing efforts:

Picasso and rock ‘n’ roll. More than half a million newspaper inserts are being dropped in 10 cities from Dayton to Pittsburgh to promote a Picasso exhibit at the Cleveland Museum of Art. They are also aimed to draw people to a special John Lennon exhibit at the Rock and Roll Hall of Fame and Museum.

The CVB and University Circle. A 16-page insert that targets 120,000 people through Pittsburgh and Columbus city magazines. It highlights the Cleveland Orchestra at Severance Hall, Playhouse Square Center and the museums at University Circle.