When Pittsburgh wanted to sum up the city's identity in 2003, the Image Gap Committee came up with a 12-word "core theme" and a 16-word "brand promise."

Yesterday, Cleveland decided a plus sign would do the job.

Cleveland+ is the regional slogan selected by the Greater Cleveland Marketing Alliance after months of research and focus group comments.

The alliance, which represents a 16-county area in northeast Ohio decided to use Cleveland as an anchor for the brand because most people already recognize the city and its attractions, such as the Rock and Roll Hall of Fame.

The plus sign is meant to convey a positive attitude as well as represent the entire region, as in Cleveland+Akron+Canton+Youngtown.

"Akron really isn't going to be successful unless Cleveland is successful," Dave Lieberth, Akron's deputy mayor, said yesterday. "Cleveland has a major league status that gives it a better known name around the world.

"While none of us think this is perfect, it's the best that we've seen in regional branding."

The Greater Cleveland Partnership, the state's largest chamber of commerce, suggested the idea of forming a marketing alliance in 2005. Tourism and development officials from the region joined the partnership and began developing the campaign concept about a year and a half ago.

They're targeting everyone from tourists and meeting planners to businesses looking to relocate (www.clevelandplus.com).

The group raised $3.5 million for the campaign this year. Another $5 million has been pledged for the next two years.

Pooling resources should lead to bigger results, visitors bureau President Dennis Roche said.

The ad campaign will hit Pittsburgh newspapers, radio and magazines next month as part of a summer tourism campaign. The campaign also will run in Detroit and Columbus, Ohio.

Campaigns incorporating the plus theme include "Just add you" for tourism efforts and "It all adds up" for business advertisements.

Giving potential visitors options beyond Cleveland -- from the Pro Football Hall of Fame in Canton to a Broadway show in Akron or a museum in Youngstown -- could encourage longer visits, said Tamera Brown, bureau vice president of marketing.

To measure the Cleveland+ campaign's success, the alliance will keep track of development, inquiries from meeting planners and business owners, hotel nights booked and national media attention.

Cutting through the clutter of pitches with a simple, solid message makes sense, said Joe Roman, president of the Greater Cleveland Partnership.

Pittsburgh's Image Gap Committee took a less simple approach with its core theme for Pittsburgh -- "Accomplishment through connected individuality -- linking vital individuals, vital communities and vital resources" -- and brand promise -- "We will connect you to the people, resources and communities you need to accomplish your goals."