CABARRUS COUNTY CONVENTION & VISITORS BUREAU

Situation: Cabarrus County, NC is home to Charlotte Motor Speedway, which generates a lot of tourism during race time. But with NASCAR viewership on the decline, we needed to sustain leisure travel by appealing to a broader audience.

Insight: Research showed families and millennials were an untapped market and our strategy to attract them was to reveal the hidden gems only found in Cabarrus County.

Solution: Integrated campaign featuring unique attractions, local business owners, residents, and hospitality professionals responsible for helping visitors make lasting memories.

Activation: OTT, Social, PR, Radio, Display.

What we accomplished:

• 24,876,409+ People Reached

• 2,810,670 Video Completions/77.34% VCR

• 14% increase in website engagement