MARKETING: TOURISM ADVERTISING CAMPAIGN As a destination, Chapel Hill has gone through changes over the past few years. These changes prompted the Visitors Bureau to revisit the brand positioning and tourism campaign it had launched in order to best promote the destination and increase tourism.
Branding campaign launched during 2019 fiscal year focused on a Celebration of Individualism: Chapel Hill is the progressive gem of North Carolina. It’s a place that seamlessly blends its rich tradition with an openness to change. Though historic landmarks and notable locations are everywhere you look, it’s the unique people and experiences that define the area’s personality and make it special. Chapel Hill fully embraces the celebration of individualism for visitors and locals alike.
THE CREATIVE CAMPAIGN Whether visiting Chapel Hill, Hillsborough or Carrboro, you can immerse yourself in our friendly community. Find what you love, or discover something new.
Whatever You Do Here,
JUST DO YOU.
Campaign channels and tactics:
brandin an marketin Print ads.
Mini documentaries.
Rich digital media units.
Social and digital banners using the carousel feature will allow us to bring each theme to life across all three destinations.
Goals of the campaign:
Capture the progressive, welcoming spirit of Chapel Hill and Orange County. Embrace the individual while allowing people to picture themselves here.
Recognize our diverse audience members and their range of interests.
Promote experiences the area offers, rather than solely focusing on businesses.
Achieve balance between Chapel Hill, Carrboro, and Hillsborough.
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
