SOURCE Cincinnati (Source), the initiative formed in 2014 to elevate Cincinnati’s reputation by telling positive stories that define the region to national media outlets, has changed its name. The new name is Cincinnati Experience.
Reacting to findings from two research studies conducted several years apart, Source leaders saw the need for a new brand to better characterize their efforts.
According to Anastasia Mileham, executive director of Cincinnati Experience, “SOURCE Cincinnati was formed with the intent to serve as a source of stories and information to national media outlets. The initiative has proven its efficacy, but evolved into so much more than simply a source for national journalists.”
Cincinnati Experience feeds a sense of local pride by enlisting ‘amplifiers’ to share the stories that get published in national media outlets, thereby driving word-of-mouth marketing. CE hosts digital influencers in town, providing itineraries for them to tell the Cincinnati experience in their own words. The organization serves as a resource for Cincinnati companies, arts and cultural institutions, universities, major league sports teams, and others who are recruiting talent, attracting visitors, incentivizing business moves, and marketing to meeting planners, And CE provides a hub of information about the Cincinnati experience as a whole, connecting people to the region’s resources.
Cincinnati Experience was founded by, and is funded by, the region’s member organizations with a mission to market the region to various audiences. These include the Regional Economic Development Initiative (REDI Cincinnati), the Cincinnati USA Regional Chamber, the Cincinnati USA Convention & Visitors Bureau, and ArtsWave. The Procter & Gamble Fund has provided an annual grant since 2014, and Cincinnati Experience received a grant this year from the Fifth Third Foundation’s Community Economic Development Fund to promote the region’s small businesses and spotlight minority business opportunities in the region.