During yesterday’s Super Bowl LVIII between San Francisco and Kansas City, Destination Cleveland highlighted the city’s fun, unpretentious nature, and make-your-own-rules spirit with a 30-second ad during Puppy Bowl XX on Warner Bros. Discovery.

“Dog’s Day Off” highlights some of Cleveland’s quintessential visitor experiences The ad is the centerpiece of Destination Cleveland’s newest integrated marketing campaign and the first paid national promotion of Cleveland as a destination city.

“We see more people traveling with their dogs—and considering pets to be their ‘kids’,” said Destination Cleveland’s chief marketing officer Marie Scalia said in a statement. “This campaign allows us to speak to a segment of travelers that is growing. By showcasing Cleveland’s tourism experience through the eyes of a four-legged best friend, we can tap into that audience and demonstrate why we’re a must-visit for dog lovers (and non-dog lovers of course).”

Research supports Destination Cleveland’s approach. Marketing studies find that ads featuring animals lead to favorable brand attitudes, and people get more excited about a brand when they see dogs in them.

Destination Cleveland worked with MMGY Global, to show how rewarding and fun a day off in Cleveland can be—all from a dog’s point of view. In just 30 seconds, many quintessential Cleveland visitor experiences are highlighted.

The dog kicks off its day by stealing the show at a football tailgate, chows down along the lakefront at North Coast Harbor, wags its tail alongside the queens at a drag show at Studio West 117, plays with a street performer along East 4th Street, jams at a show at Grog Shop, and ends the day cruising past the Capitol Theatre in the Gordon Square Arts District.

"We’re all excited for the opportunity to highlight Cleveland as a destination on the national stage through this fun and strategic storyline,” Brandon Sanders, VP and group creative director at MMGY Global, said in a statement. “It gave us the chance to show the audience that good times are everywhere you look in The Land—even if you're a dog. Cleveland may often be perceived as an underdog, but we know that a never-defeated, fun-loving mentality is what really drives this city."

“Dog’s Day Off” ran nationally during the Puppy Bowl XX pregame show, during the main event,  and again during each of the three re-broadcasts later yesterday. From Feb. 12 through March 23, the ad will air more than 300 times. The ad will also reach viewers through streaming services and will be promoted in key target markets on social media.

At the end of the commercial, viewers are encouraged to visit YourDayinCLE.com, where they can enter the Dog’s Day off in CLE giveaway sweepstakes to win the ultimate day(s) off in Cleveland with their favorite furry friend.

The website also shares a unique offer for people who decide to make the move to Cleveland: Receive up to $300 to cover dog adoption costs or get a one-year membership to Taps & Tails, a social club for humans and canines alike.