LARGE-SCALE EVENT PRODUCTION

Destination Cleveland

Guerrilla Marketing With Postcard Mascots

CORE SERVICES

Event Design | Asset Creation | Event Production | Guerrilla Location Scouting | Talent Management | Content Creation | Street Team Coordination | Partner Management

How do you convince your biggest rival city that you’re a destination worth visiting? Destination Cleveland wanted to change perceptions and show Detroit that “The Land” was a vibrant, must-see spot for a road trip. The mission: create an unexpected presence in Detroit that would turn a friendly rival into its greatest advocate.

We unleashed a multi-day guerrilla activation, bringing oversized postcard mascots to life across Detroit’s most iconic hotspots. The campaign launched at Motor City Pride, engaging over 65,000 attendees before making surprise appearances at Eastern Market, Comerica Park, and Belle Isle. Our USPS-style “Cleveland Carriers” added a nostalgic flair while distributing premium swag, turning everyday moments into shareable memories and transforming Detroit’s competitive spirit into Cleveland’s greatest asset.

Our creative approach

We knew a standard ad campaign wouldn’t work. Our strategy was built on surprise and the playful rivalry between the two cities. We designed oversized postcard mascots to be walking conversation starters, then dropped them into high-traffic cultural hubs. Seeing “Cleveland” celebrated so boldly in the heart of Detroit was designed to catch people off-guard, making every interaction more memorable. This guerrilla-style approach allowed us to create authentic moments that turned skeptics into curious travelers.

The Experience

We brought the campaign to life with pure mascot magnetism. Our roaming postcard characters danced by festival stages, posed for photos at farmers’ markets, and surprised baseball fans outside the ballpark. By leading with premium giveaways, we encouraged natural participation that never felt forced. The “Cleveland Carriers” in their USPS-inspired uniforms added a layer of nostalgic charm that people loved, creating genuine connections that went beyond a simple handout.

The surprise of seeing Cleveland celebrated in their city sparked conversations, social media posts, and real curiosity about what “The Land” had to offer. By leaning into the friendly rivalry, these fun brand moments sparked genuine dialogue, turning a competitive dynamic into a powerful driver of brand interest for Cleveland.