Visit Charlotte Unveils Sweepstakes to Lure Visitors to the Charlotte Region
Noun; Pronunciation: 'man-'ka-sh?n
1: A recreational opportunity and/or holiday for males which encourages the pursuit of testosterone-friendly activities
Male bonding. Mano e mano. Guy time. No matter the name, this quality time is strictly for the boys. And Visit Charlotte is unveiling the ultimate opportunity sure to take the “mancation” to the next level. A new sweepstakes-based ad campaign geared toward the male adventure traveler will offer a first-class trip package to Charlotte featuring rafting, climbing, golfing, racing, and more. Targeted towards markets such as Philadelphia, PA, Washington, DC/Northern VA, and Boston, MA, ads will run in magazines such as Esquire, Golf Magazine, Sports Illustrated, and Travel + Leisure GOLF, with a total circulation of more than 360,000.
“Leisure trips account for 75% of all domestic travel*, and adventure travel represents the fastest growing segment of the travel industry, with an estimated 2006 U.S. expenditure of $55 billion,” said Gina Sheridan, Senior Director of Marketing and Visual Communications for the Charlotte Regional Visitors Authority (CRVA). “Visiting friends and relatives is the most popular leisure travel purpose of all leisure trips taken nationally, followed by getaway weekends. Families are increasingly booking rafting, rock climbing, trekking and biking vacations.”
Sweepstakes ads appear in January print publications and online promotion through March 2008. The “Mancation Sweepstakes”** includes the following:
* 2 roundtrip airfare tickets to Charlotte;
* 4 days and 3 nights at the Ballantyne Resort;
* 3-day luxury ride in a Mercedes Benz, courtesy of Beck Imports;
* 2 one-day passes to the Wachovia Championship;
* 2 U.S. National Whitewater Center passes for a rafting and climbing adventure;
* 2 18-hole rounds of golf at Ballantyne Resort or 2 ride-alongs at the Richard Petty Driving Experience;
* and a $200 succulent feast at Ruth’s Chris Steak House.
In 2008, the CRVA is aggressively reaching out to those visiting friends and relatives, business travelers and adventure seekers through dynamic print and online advertising placements. The new ad, created by Boone Oakley Advertising in Charlotte, is sure to turn a few heads, with a strong list of Visit Charlotte partners joining hands to make this happen.
“This sweepstakes is one of three planned for 2008. We’re hitting the sports and adventure traveler, those seeking family fun, and touching on culinary tourism in future sweepstakes. We’re being smart with our audience, and promoting it online.” says Sheridan. “In a 2007 study** 79% of consumers said they will use the internet to plan their upcoming personal travel, and nearly half say it will be their primary travel resource. Our print ad placements coupled with promotion on channels like Travelocity.com, are a strong move to drive visitors to VisitCharlotte.com. Each initiative is projected to receive a high return on our investment with tangible results in addition to the educational value of marketing Charlotte as a destination. As the official travel resource for Charlotte, we want people to know all Charlotte has to offer, and to drive bookings online.”
Visit Charlotte, a division of the Charlotte Regional Visitors Authority, has promoted the Charlotte region for over 25 years as a destination for tourists, a host city for meetings and conventions and a site for sporting events. It employs a staff of approximately 40 that includes satellite sales offices in Chicago and Washington, DC. For more information, visit www.visitcharlotte.com.
* Source: 2006 Domestic Travel Market Report published by Travel Industry of America (TIA)
** According to a 2007 Burst Media study of consumers,
*** Mancation Sweepstakes: See official sweepstakes details at Visitcharlotte.com/Sweepstakes.