Public Relations
To establish the destination as a true year-round North Carolina vacation destination, the PR team recalibrated the target demographic to focus on young professionals /millennials and empty nesters not tied to the school calendar without alienating the core family audience. Efforts focused on top drive markets while amplifying national ground cover.
To stimulate demand during key need periods, the agency strategically bundled tactics into seasonal creative campaigns — e.g. History’s Mysteries, Imagination Vacation, Adventurous Souls, Winter Nights & Holiday Lights — highlighting what the destination has to offer beyond the beach, spotlighting active seasonal event schedules, activities and accommodation offerings.