For a number of years at the tail end of the 20th century, Greater Cleveland's public and private leaders attempted to pull the city up through ambitious marketing campaigns. For awhile it seemed to work. The national media began referring to Cleveland as the "Comeback City" in conjunction with the grand openings of ambitious projects like Tower City Center, Jacobs Field and the Rock and Roll Hall of Fame and Museum.
But toward the end of the '90s a strange thing happened: The city, for all intents and purposes, stopped marketing itself.
Why?
"We began to believe our own press," says Rick Batyko, president of the Regional Marketing Alliance of Northeast Ohio, which conducts the Cleveland Plus campaign. And civic officials "moved on to other tasks and defunded marketing."
In essence, Northeast Ohio stopped telling its tale with the tale barely begun -- a rather large mistake in retrospect. "The underlying economy wasn't doing that well," Batyko says. "That's something you couldn't see in the skyline shots."
During the mid-2000s, the region's narrative thread was picked up by Cleveland Plus campaign. Established in 2005 -- with founding members that included Greater Cleveland Partnership, Positively Cleveland and Team NEO -- the organization champions Northeast Ohio as a culturally rich, yet affordable place to live.
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