CHARLOTTE REGIONAL VISITORS AUTHORITY
CHARLOTTES GOT A LOT.COM
REDISCOVER CHARLOTTE
MADE FOR YOU ALWAYS SOMETHING HAPPENING
OVERVIEW
The Charlotte Regional Visitors Bureau (CRVA) is a division of the City of Charlotte that is responsible for destination development, marketing and venue management. The CRVA engaged us to reimagine “why Charlotte?” Many people have come to know the big landmarks, the buildings, the banks, the arenas, but they really didn’t know the city or its soul. Our work led us to answer that question by showcasing what now and what’s next about Charlotte. We lifted the cool culture, the places that make it special and the vibe that is distinctly Charlotte and inspired a lot of new interest.
OBJECTIVE
To create a series of television commercials and podcast audio spots that would position Charlotte as the Southeast’s cool cultural hub that is known for its undeniable energy, passionate people and captivating experiences.
RESULTS
Through the power of storytelling, we brought to life the Brand Promise by communicating the soulfulness of Charlotte. The campaign that we produced for the Charlotte Regional Visitors Authority, “charlottes got a lot.com,” increased inquiries and bookings by almost 20%. Wanting to get ahead of the downturn in tourism caused by the pandemic, the Charlotte Regional Visitors Authority approached us last April about producing a series of post-pandemic commercials informing tourists that Charlotte is open for business. The Rediscover Charlotte spots that we produced are an Addy Award-Winner.
WORK
Set #1: charlottesgotalot.com—9 TV Commercials were produced: one 60-second, two 30-second, and six 15-second. The creative ran locally and throughout the Southeast.
Set #2: Rediscover Charlotte—5 TV Commercials were produced: one 30-second and four 15-second. The creative ran locally and throughout the Southeast.
Set #3: Made for You-5 TV Commercials were produced: 30-second and four 15-second.. The creative ran locally and throughout the Southeast. Made for You - 4 Audio spots for Podcast use. Set #4: Always Something Happening-8 TV Commercials produced: one 60-second, one 30-second, four 15-second, and two 10-second.
