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: charlottes got a lot.com - 9 TV Commercials were produced: one :60,  two :30 and six :15. The creative ran locally and throughout the Southeast.  
Set #2: Rediscover Charlotte - 5 TV Commercials were produced: one :30 and four :15. The creative ran locally and throughout the Southeast.
​Set #3: Made for You - 5 TV Commercial were produced: one :30 and four :15.  The creative ran locally and throughout the Southeast.  Made for You - 4 Audio spots for Podcast use.

Made for You :30 Montage

charlottesgotalot.com :60 Montage

Rediscover Charlotte :30 Montage