'Yes, Columbus:' How the city is working to change its outside perception

View a previous report about Columbus' population growth in the video player above.

COLUMBUS, Ohio (WCMH) -- Columbus wants more people to recognize it as a tourist and convention destination, and the city is teaming up with local groups to make that happen.

"Yes, Columbus" is a campaign to boost awareness to potential visitors outside Ohio. When approving $650,000 in new funds for partner nonprofit Experience Columbus in early June, the city council said surveys show the city has a positive perception among those aware of it. Within Ohio, a 2022 study also flagged it as the only major city with population growth. But outside of Ohio, the council is concerned that people aren't particularly familiar with it.

"We've done a pretty good job in Ohio, making people aware of Columbus and what we have to offer, other than just 'Columbus is Ohio State and the capital,'" said Brian Ross, CEO of Experience Columbus. "We want people in Cincinnati and Cleveland to understand the neighborhoods, the cultural assets, the culinary and fashion that we have. We need to amplify and expand that outside of Ohio."

Experience Columbus, which is also Franklin County's convention and visitors bureau, was already working to increase tourism and convention business, according to its online mission statement. For every dollar the group has spent on marketing and promotion, data showed that visitors spent $13.60, the council reported in its agenda. Ross said doubling the city's investment into the nonprofit could see that return on investment rise to $26 or $30.

Despite this, the city and its nonprofit partner admitted Columbus is not on enough peoples' radar outside of the state. Ross said this is largely due to a lack of resources being put toward telling the story of Columbus. That's where the "Yes, Columbus" campaign comes in.

Franklin County officials and Downtown Columbus Inc. are also involved in the project. They will showcase locally, regionally and nationally that Columbus measures up to -- and sometimes even outperforms -- other major cities. It will specifically target towns and cities in driving distance, or within 250 to 500 miles. Ross said places like Chicago and San Diego come to mind as comparable.

"We rank as high in different aspects of that culinary and zoo experience that people aren't aware of," Ross said.

Other qualities of Columbus the campaign wants to highlight include having COSI, one of the top science museums in the country, and being home to the Columbus Crew, fresh off an MLS Cup win.

A new study by Zumper recently found Columbus is the fourth-best city for new college graduates. Factors such as median rent prices, average income, unemployment rate and social opportunities were considered to reach that conclusion. And in May, Forbes named Columbus as one of the top 10 best cities to move to.

Columbus is also in the running to win a reader's choice award from luxury and lifestyle magazine Condé Nast Traveler for best city. Experience Columbus has been making a push to try and win the award, with voting open until June 30.

Most of all, Ross said Columbus' best selling point is its people.

"The number one thing that really sets our city apart is the culture, our people being welcoming, forward-thinking, collaborative and making sure that we're inclusive," Ross said. "But also, there is sort of that entrepreneurship, there's innovation to it."