problem

North Carolina’s goal was to remain the 6th most visited state even though their budget ranked just 28th in the country. While our research found that “authenticity” was North Carolina’s key differentiator, it also uncovered that today’s post-covid travelers are stuck in their ways.

how we answered

We contrasted the authentic travel experiences of North Carolina with the manufactured experiences travelers are used to having.

results

As a result of the campaign, North Carolina was no longer the sixth most visited state, it busted into the top 5, breaking all-time visitor spending records and achieving a remarkable 310:1 ROI.