The latest slogan to promote Cincinnati is ''Get in on the secret.''
But to get that message out throughout the country, a group of Cincinnati tourism, economic-development and business leaders first must convince Cincinnati City Council to accept another popular slogan these days:
''Show me the money.''
The Regional Marketing Coalition - which includes representatives from Procter & Gamble, Paramount's Kings Island, area chambers of commerce and tourism officials - asked City Council Monday to contribute $1 million a year during the next two years toward the effort.
In a pitch made during City Council's budget discussions, the marketing group suggested that the city fund 25 percent of the program. Another 50 percent of the funding would come from the hospitality and tourism industries, with the remaining 25 percent coming from regional and corporate contributions.
Mayor Roxanne Qualls, however, was the first of several on council to criticize the group for relying so heavily on city funding.
''Quite clearly, we are not the only beneficiaries in the region,'' Ms. Qualls said, calling the city's proposed slice of the funding ''disproportionate.''
She also noted that the city gives to the Chamber of Commerce's Blue Chip campaign for economic development as well as contributing $1 million over three years for a separate-but-related regional tourism effort.
Al Weber, a coalition member and executive vice president/general manager of Paramount's Kings Island, said Hamilton County and the state also will be asked to contribute as part of the regional/corporate piece of the pie. Use of hotel/motel taxes in Northern Kentucky is also among the options.
''The real issue on the table today is the city's pivotal position in supporting and investing in this program,'' Mr. Weber said. ''That's why we came to them first.''
The ad agency Sive/Young & Rubicam (S/Y&R) developed the ''secret'' slogan last year following a study that indicated out-of-towners were unaware of the attractions that Cincinnati offers.
Under an 18-month ''communications plan'' outlined by Karen Bell of S/Y&R, the campaign ideally would begin April 1 with a 1 1/2-day, nationally covered event. The partnership intends to take out national advertisements in The Wall Street Journal and in the regional versions of other national publications as part of a media blitz.
Mr. Weber acknowledged that an April 1 target to start the campaign is ''probably unrealistic. ... We would expect in May or later, maybe around Memorial Day. This has to be executed the right way.''
