Destination Cleveland launches "Brag Movement"

Driving the news: Destination Cleveland this week launched "The Brag Movement," a campaign designed to encourage Clevelanders to actively promote the city to friends, family and online audiences.

• The effort was unveiled during the organization's annual meeting.

Zoom in: The campaign includes an interactive "Brag Button" — which will appear physically at events and online — that residents can push to share what they love about Cleveland.

• The first in-person "Brag Button" event is scheduled for Pride in The CLE on June 6.
• Participants will receive Cleveland-themed swag and promotional materials encouraging them to continue spreading positive messages about the city.

The intrigue: The campaign also includes a "Brag Coach," a chatbot-style tool that generates social media captions, recommendations and talking points about Cleveland.

What they're saying: "Locals are our most powerful storytellers and recommenders," said Destination Cleveland chief marketing officer Marie Scalia in a press release.

What's next: Destination Cleveland says additional "Brag Button" events and storytelling campaigns will roll out throughout the year.