Positively Cleveland: Convention and Visitors Bureau of Greater Cleveland Adopts Logo and Name That Reflect Mission + Brand

CLEVELAND, Oct. 9 /PRNewswire-USNewswire/ -- The Convention and Visitors Bureau of Greater Cleveland (CVB) announced today that it is changing its marketing moniker and adopting a more energetic icon-based logo. Positively Cleveland is designed to fit in with the region's Cleveland Plus branding initiative, shortens the organization's name and expresses more of the city's vitality and spirit. "We are a marketing organization that sells the city to business and leisure travelers," explains Dennis Roche, President of Positively Cleveland. "Our messaging is upbeat and it shares what is unique, genuine and authentic about our city...what makes Cleveland stand out from other destinations."

The organization's legal name presented a few marketing challenges. First, it was a mouthful. Secondly, it was misunderstood by non-industry consumers (like reunion planners and tourists) unfamiliar with the term "convention and visitors bureau." Finally, the word "bureau" does not conjure up a sense of hospitality.

Dropping the "bureau" from public presentation has been a trend for CVBs. In fact, after extensive research, the International Association of Convention and Visitor Bureaus (IACVB) changed its name to Destination Marketing Association International in 2005. Other CVBs have simplified their identifiers like Experience Columbus, LA Inc., NYC & Company and Meet Minneapolis. "Positively Cleveland is distinctive and welcoming while expressing some Midwestern 'hip' swagger and pride," explains Tamera Lash Brown, Positively Cleveland's VP of Marketing. Research conducted on the colorful accompanying logo showed favorable reaction to its strength and positivism as well as its ability to display a breadth of assets.

The decision to adopt a new logo and public name came after months of research. Beyond Board and staff input, 11,000 meeting planners received a naming survey and 100 travelers were interviewed for logo reactions. "It's not surprising to me that Positively Cleveland came out on top," remarks Roche. "It's concise, inviting and memorable."

Tourism is important to Cleveland which had a reported 14.05 million visitors to Cuyahoga County alone in 2006 and accounted for more than 69,000 jobs, $128 million in local tax receipts and $4.53 billion in direct output/expenditures in 2005.

"The Convention & Visitors Bureau of Greater Cleveland" remains a legal entity and Positively Cleveland's "corporate" name. As of today, however, the former CVB is doing business publicly as Positively Cleveland.

For more information on the logo and name change, visit http://www.positivelycleveland.com/newlogo. To enter the online sweepstakes, visit http://www.positivelycleveland.com/hometowntourist

Other press releases from Positively Cleveland and Cleveland attractions can be found online at http://www.positivelycleveland.com/media_center/pressroom.