Driving digital and foot traffic to Cabarrus County
Located just outside of Charlotte, N.C., Cabarrus County is considered a major hotspot for motorsports. In fact, the destination’s slogan is “Where Racing Lives.” But tourism leaders wanted to attract more visitors, and besides loyal race fans, they wanted to recruit families and millennials.
Mower outlined a plan for getting more people to the Visit Cabarrus website and, in turn, putting more “heads in beds.” We developed a digital strategy that focused on drive markets, launched a blog, pitched the media and worked with influencers.
In each case, we highlighted a range of attractions—from the historic Reed Gold Mine, the N.C. Music Hall of Fame and an indoor water park resort to a whiskey distillery located in a former prison, an award-winning BBQ restaurant and the shopping complex that has become North Carolina’s largest outlet and value retail shopping destination.
The results:
News coverage in national publications such as Southern Living, Reader’s Digest and Martha Stewart Living, as well as other drive-market media. All told, the potential reach topped 5 million.
An influencer campaign that showcased Cabarrus County as a spring break destination and helped spur more than 33 million social media impressions.
A blog that generated more than 34,000 page views and web traffic that spiked by 47 percent.
And visitor spending that totaled $469.31 million in 2018—an increase of 5 percent from the year before.
Cn
Connecting
Key brand as friend driver: connecting
Not enough people knew about Cabarrus County. And many of the people who did know about the county knew it only because of its roots in racing. We wanted to show potential visitors this was not a one-track spot, so to speak. We wanted to draw more people to the county for more reasons, directly benefiting local businesses. And we wanted to spark the type of positive feedback that's been flying almost as fast as the cars on the tracks.
CLIENT:
Cabarrus County
PROJECT:
Digital Marketing
INDUSTRY:
Travel & Tourism
SERVICES UTILIZED:
Digital & Direct, PR & PA, Social Media
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