RALEIGH — The North Carolina Department of Commerce’s Division of Tourism, Film and Sports Development today announced the launch of its new marketing campaign to promote leisure travel to North Carolina. The state’s “Deeper Connections” message strategy focuses on finding the next level of vacation, relaxation and realization to make trips more meaningful, enriching and enlightening.
“We’re excited about ‘Deeper Connections’ because it is based on research and represents a natural evolution of our strategic position, which has long been rooted in the state’s natural scenic beauty and inviting hospitality,” said Lynn Minges, Assistant Secretary of Tourism, Marketing and Global Branding for the N.C. Department of Commerce. “Current consumer research trends remind us travelers are looking for fulfilling destinations that provide distinctive experiences and lasting memories, and there’s no better place for that than North Carolina.” The consumer insight was complemented by input from more than 500 industry leaders from around the state who participated in online surveys and marketing workshops conducted by the Division.
The new messaging strategy and marketing campaign will help differentiate the state by celebrating iconic North Carolina experiences — tracing the footsteps of Blackbeard, observing the wild horses of the Outer Banks, tuning in to the state’s rich and varied music heritage, drinking in the scenery on the Blue Ridge Parkway and other routes, pursuing outdoor adventure, cheering for racing legends, golfing across a range of terrains, and savoring the celebrated fare of chefs, winemakers, and craft brewers and distillers that has made North Carolina a top culinary destination.
The campaign supports the Division’s efforts to increase visitation and encourage longer stays, and as a result, benefit what has become one of North Carolina’s most vital industries. The travel and tourism industry directly employs 185,500 state residents and accounts for $1.5 billion in state and local tax revenues. Research has also shown that every dollar the Division invests in statewide tourism advertising produces a return of $10 in new state tax revenues alone. On average, the industry saves every North Carolina family nearly $400 a year in taxes.
The “Deeper Connections” strategy is shaping content and messaging throughout the Division’s marketing efforts, including social media and the VisitNC.com family of websites that attracted nearly 4 million web visits in 2011. A mix of digital and print advertising, complemented by comprehensive media relations and social media efforts, will continue to grow interest in North Carolina as a leisure destination and attract prospective travelers to VisitNC.com.
For fiscal year 2012-2013, the Division will invest approximately 60 percent of its planned $3 million core advertising budget in digital media to align with audiences increasingly looking for travel planning inspiration and information online. Media partners for North Carolina’s online display advertising and content include TripAdvisor, weather.com, digital networks such as Casale Media and Adara Media, and niche interest opportunities such as golf.com and Pandora. Representative print titles include Southern Living, Coastal Living, Cooking Light, Oprah, Better Homes & Gardens, Family Circle, Outside and Garden & Gun magazines.
Public relations efforts strengthen and extend the reach and depth of North Carolina’s messaging. Media missions hosted in collaboration with instate travel industry partners in New York City, Washington, D.C., and Atlanta emphasize uniquely North Carolina experiences with leading travel and lifestyle editors, writers and producers.
“While North Carolina ranks sixth among the 50 states in visitation, the state’s marketing budget ranks only 27th, and ninth among our peer Southern states,” said Wit Tuttell, Director of Tourism Marketing for the N.C. Division of Tourism, Film and Sports Development. “This funding disadvantage requires the marketing efforts to be even more focused, cost-effective and persuasive. We believe highlighting iconic North Carolina experiences helps the state stand out, and the abundance of varied experiences helps encourage the deeper connections that lead to longer stays and repeat visitation.”
The new campaign will be highlighted during the North Carolina Governor’s Conference on Tourism, an annual meeting of travel industry leaders from across the state being held in Concord March 11-13.
Follow North Carolina on Facebook at facebook.com/visitnc and on Twitter via @VisitNC.
Campaign samples and photos are available by request from kmann@nccommerce.com.