Situation
North Carolina’s Crystal Coast has traditionally featured the physical diversity of the destination. Vacation rentals make up more than 70% of the accommodations, and experiences range from lower cost rentals, beautiful beaches and quaint settings to upscale real estate and a more pristine setting in Emerald Isle. For decades this provided enough allure to satisfy visitors from key drive markets looking for an escape during peak season. Now, a rise in demand among a multicultural audience seeking coastal vacation destinations created a new opportunity to focus on the diversity of visitors.
Key Strategy

Demonstrate the diversity of visitors to the Crystal Coast to attract a growing percentage of multicultural audiences with a focus on adults 25-64 with a household income in excess of $100K including African-American, Hispanic, LGBTQ and other ethnicities.

Ideas and Activations

The marketing plan included a greater distribution of messages and channels that would reach a more diverse audience. The agency created a campaign that truly reflected the growing diversity of the Crystal Coast visitor. Executions included African-American and Hispanic families, as well as members of the LGBTQ community. The campaign was executed through paid, owned and earned media including traditional, digital, social media and public relations.

Video



Print
Digital
Video
Print
Digital
Outcome

The added focus on multicultural audiences contributed to The Crystal Coast now generating more than $400 million in revenue that is directly attributable to tourism. The destination has experienced three consecutive years of record-breaking overnight visitors, and projects an increase of more than $1.5 million for the current year. Connected TV delivered more than 2.5 million impressions with a video completion rate at an extraordinary 98%. The overall digital video performance delivered 4.2 million impressions and the website traffic for the first two quarters of the year exceeded the entire prior year.

What can we do for you?