Visit Charlotte was recently honored with two achievement awards from the Destination Marketing Association of North Carolina (DMANC) for stellar marketing efforts. Judged by fellow bureau CEOs in South Carolina and Virginia as well as industry affiliates in North Carolina, Visit Charlotte received Gold recognition in both the “Best Print Advertising - Leisure” category for their “Charlotte’s got a lot” ad campaign and “Best Niche Marketing” category for their 2009 Meeting Planners Guide.
The Gold award-winning “Charlotte’s got a lot” ad campaign was a part of the initiative to create a unified brand for the Charlotte region. After numerous brand planning summits, community workshops, and industry meetings on top of extensive research, the new brand launched in July 2008 and included visual elements such as print advertising, television, online video streaming, website integration, and more. The aggressive national and regional print ad campaign includes visuals that address top interests for Charlotte visitors – “Savor a Lot” for cuisine “Splurge a Lot” for shopping, “Thrill a Lot” for adventure, “Roar a Lot” for NASCAR/motorsports, “Flirt a Lot” for nightlife, and more. And the campaign has proven to be effective – the percentage of visitors extending a business trip for leisure purposes grew to 22.6% from 17.4%, and the length of overnight stays grew to 3.6 nights, up from 3 nights in 2007.
Often a first glimpse for meeting planners and event organizers searching for destinations for their events, the Gold award-winning 2009 Meeting Planners Guide focuses on Charlotte’s unique meeting venues, accommodation choices, sports and entertainment offerings, dining, nightlife, attractions, culture, shopping, and services. The Meeting Planners Guide targets the parties who spend millions of dollars each year on these services in the Charlotte area and has a total circulation of 6,000.
“We’re thrilled to continue our track record of creating and producing stellar marketing programs with measurable performance for the Charlotte region,” said Gina Sheridan, Senior Director of Marketing and Visual Communications for the Charlotte Regional Visitors Authority, who managed both of the winning marketing initiatives.
Visit Charlotte, a division of the Charlotte Regional Visitors Authority, has promoted the Charlotte region for over 20 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.