Advertising/Marketing

Television Advertising

The North Carolina Division of Tourism introduced three new television concepts in 2004 celebrating the state's natural beauty and the sense of escape, discovery and renewal a North Carolina vacation offers. The campaign was recognized by the National Council of State Tourism Directors (NCSTD) in August 2005 as the winner of the prestigious Mercury Award for Best Television Advertising among the 50 states. The award was presented during the annual Educational Seminar for Tourism Organizations (ESTO) hosted by the Travel Industry Association of America in Coeur d'Alene, Idaho.

National Print

North Carolina’s research-based brand position centers on the state’s natural, scenic beauty and the resulting benefit of rest and relaxation. While continuing to celebrate and showcase North Carolina’s picturesque glory in distinctive ways, the campaign appeals to the sense of escape, curiosity and discovery much sought after in today’s harried, time-starved lifestyle. Copy is incorporated in a subtle, almost three-dimensional way to capture the reader’s interest and engage them in exploring hidden treasures within the photograph, while imagining all the possibilities for their next trip to North Carolina.
First introduced in 2005-2006, the three new national print ads featured above can be found in national publications such as Southern Living, Good Housekeeping, Oprah Magazine and Cooking Light among many others.

Click on any one of the ads above to view a larger version.

Black & White Small Space Ads

In 2003-2004, the North Carolina Division of Tourism also utilized small space ads for the print campaign. The One Club for Art and Copy, an organization that celebrates the best creativity in advertising from around the world has recognized this series of ads as one of a select group of winners for the small space category. Chosen from over 15,000 entries, this is the preeminent honor in the advertising industry.

Click on any one of the ads above to view a larger image of the ad and see some past award-winning work by the North Carolina Division of Tourism.

Print Cooperative Program

Each year the Division leverages its budget to negotiate favorable rates in top publications to provide North Carolina tourism industry partners a cost-effective opportunity to disseminate their message. Joint advertising programs such as this extend the Division’s budget while expanding the overall reach of the campaign, and strengthening the message. The Division’s co-operative advertising program offers extensive opportunities for partners to feature North Carolina destinations, golf, and the state’s rich culture and heritage.

Click on images above to view a larger version.

NC Resident Campaign

A refreshed look for the outdoor boards continues to showcase the state’s natural beauty and promote in-state leisure travel. Headline for each of the boards is “A million miles away is just down the road,” addressing consumer interest in escaping the hectic pace of everyday life. Call to action emphasizes the Division’s travel planning website, visitnc.com.

Click on images above to view a larger version.

Online

Year-round online advertising is designed to increase brand awareness and generate traffic to North Carolina’s website. Featured content, keyword buys, online newsletter spots and ads in various sizes may be found on major sites such as AOL, Yahoo!, weather.com, fineliving.com, cbsnews.com. marthastewartliving.com and thegolfchannel.com.

Click to see examples of North Carolina's Online Advertising