media.VisitNC.com

NC Tourism Responds To Economic Challenges

Sep 22, 2009

Challenging Economy Offers Opportunity for Partnerships, Fresh Thinking

The North Carolina Division of Tourism, Film and Sports Development embraces targeted communication strategies as occupancy numbers weaken against economic forces.

RALEIGH, N.C. - In an effort to meet the unprecedented economic challenges of the past year, the North Carolina Division of Tourism, Film and Sports Development has rolled out initiatives to bring visitors to North Carolina and help tourism partners throughout the state succeed despite the current global economic downturn. Visitors spent $16.9 billion in the state in 2008; those dollars supported 190,500 jobs and brought in more than $1.3 billion in state and local tax revenue.

This afternoon at 1 p.m. at the Museum of Natural History in Raleigh, the Division of Tourism will host its Mid-Year Marketing Update. Tourism entities from across the state will come together to hear Dr. Mike Walden, economist and William Neal Reynolds Distinguished Professor at North Carolina State University. Walden publishes the North Carolina Economic Outlook Series. Widely known for his ability to relate larger economic trends to individual consumers, the professor will overview the broader economy and how it may influence North Carolina’s travel and hospitality sector in the coming year.

In addition, the Division will roll out its partner programs and marketing campaigns. After more than a year of research, the Division refocused its outreach efforts around emotional travel motivators influenced by this economy. The resulting campaign features messaging on the state as an outdoor playground, an urban experience where people reconnect and a place where children and families bond.

“The Division is well-positioned to lead through these times, and as marketers, we see lots of encouraging opportunities,” says Lynn Minges, Assistant Secretary for Tourism, Marketing and Global Branding in the North Carolina Department of Commerce. “We believe in leveraging all the programs at the Division of Tourism to stimulate travel and support tourism related businesses all across North Carolina. Our domestic marketing efforts rely on fresh print, radio and online advertising supported by public relations. We’re enhancing this campaign with powerful partnerships with tourism marketing organizations across the state. We’re targeting today’s more value-conscious consumer, and using social media in innovative ways, too.”

The campaign rolls out across many mediums. To view print advertising and hear the radio, visit http://media.visitnc.com/tourism-initiatives-2009-10.html

Here’s an outline of the new campaign:

Magazine print ads appearing this fall in major travel and lifestyle magazines. In some cases, advertorial content was written to complement the new ads, highlighting fall events and North Carolina’s food, wine and beer offerings.
Partnerships with the North Carolina Association of Broadcasters and the North Carolina Press Foundation will use new online and print ads to fill radio, television, newspaper, and online space to promote travel to in-state residents.
A new radio campaign began September 14 in key drive markets surrounding the state. The talent for the radio campaign focuses on the unique “characters” of North Carolina and the passion these individuals have for their home state. All of the ads promote fall events and experiences.
The state will expand its calendar of media events designed to inform and entice travel, food and lifestyle editors to develop coverage on the state. This year’s targets include media in New York City, Birmingham, Ala., the Greenville/Spartanburg region in S.C. and Richmond, Va.
A new Special Offers section on the site, accessible from the home page and www.VisitNC.com/offers, gives destinations, hotels and shops across the state a place to market deals and packages. Participation in this program is now free to destinations through December, 2009.
The Division is partnering with travel destinations and marketing groups to offer affordable co-op advertising. These opportunities allow destinations, attractions and accommodations the chance to appear along with the Division in magazines such as “Oprah” and “Southern Living.” The Division is also offering customized advertising programs on VisitNC.com with discounts based on volume.
The state’s “Fabulous Fall Fun” campaign launched on VisitNC.com on the week of September 14; the promotion offers weekly giveaways, plays up reasons to travel in the state each week and offers visitors up-to-the minute fall color and fall fishing reports. The reports will be enhanced by travel destinations that share their news and events via Twitter and Facebook. Coverage of this campaign has already been garnered in local news outlets and on Sept. 17, the site and its leaf reports were featured in USA TODAY.