Targeted research and hard work brings Charlotte to its new destination brand
In recent years, we’ve been telling you to “Shhhh….keep Shhhhhharlotte to yourself.” But now the secret is out: Charlotte’s got a lot.
In 2006, the Charlotte Regional Visitors Authority, with support from regional partners, began an extensive process of conducting research via Brand Summits, Brand Assessment with meeting planners, key stakeholders in the 16-county region, visitors and several other audiences, developed a Brand Promise and a regional destination brand. Now CRVA is bringing the plan to life through visual elements to the meeting industry.
“The promise a destination makes after all the research, the discussion, and the engaging with partners and residents is a crucial element to the entire brand process. .” said Tim Newman, CEO of the Charlotte Regional Visitors Authority. “It is the promise you make….and keep….to a visitor that makes a region like Charlotte successful.”
Beginning in July, meeting planners will notice a difference in the way Charlotte is promoted within their industry at tradeshows, in meeting publications and in correspondence and promotional materials.
Gina Sheridan, Senior Marketing Director for the CRVA, adds “Every city has a lot to offer, but not every city has the “a lot” that Charlotte does. The challenge in branding Charlotte was to create an idea that can convey how much Charlotte has to offer without creating an idea any city with a lot to offer could have.”
A copy example for meeting planner publications will read as:
“Look closely at Charlotte and you’ll discover a lot. A lot of five-star restaurants for conventioneers to indulge. A lot of vibrant clubs for unwinding. And a lot of inspiration for your next meeting. Find a lot more at 800-722-1994 or charlottesgotalot.com”.
The first four ads of the brand rollout are:
Thrill a lot for Adventure
Savor a lot for Dining Options
Flirt a lot for Nightlife
Roar a lot for Sports/NASCAR
Subsequent emotive ads will be unveiled later this year. The emotive elements will focus on Family, Culture and Shopping. Stay tuned! AND….television spots will begin running this fall and throughout CRVA’s fiscal year.
Website changes:
Visit Charlotte’s website has not only changed domain name to charlottesgotalot.com, but the look and ‘feel’ of the site will be representative of the new brand as well. All the things you loved about visitcharlotte.com are now even better on Charlotte’s new destination site www.charlottesgotalot.com. The Official Travel Resource for Charlotte, the new site design integrates the “Charlotte’s got a lot” brand elements, still showcasing the visual images that make Charlotte a great destination. You can get a sneak peek at the “Romance” video at www.charlottesgotalot.com/video. Highlight Video # 2. What others can you expect to see? Shopping and Adventure!
Since the new brand is ‘not just’ an ad campaign and is also crucial to the overall branding for other partners in Charlotte, a regional celebration will be held for Charlotte constituents in October. These partners include the Charlotte Chamber, the Charlotte Regional Partnership, Center City Partners, the City of Charlotte and many more. Long-term plans are underway to specifically share brand background and elements to further assist other counties in the Charlotte region.
Tim Newman adds, “’The Charlotte Regional Destination Brand’ is not just for our visitors and meeting planners…it works for bringing business here and people to live here. It speaks to a quality of life that no other city can claim. We’re looking forward to sharing our brand knowledge with others so we can all work together to make Charlotte the place to visit, work and play.”
With an organization-wide vision of Southern hospitality and world-class customer service, the Charlotte Regional Visitors Authority (CRVA) seeks to ensure that the visitors and events that come to the area have a positive experience. Our responsibilities include destination marketing through Visit Charlotte and management of Charlotte’s public assembly facilities which include the Charlotte Convention Center, Time Warner Cable Arena, Cricket Arena and Ovens Auditorium, and will include the NASCAR Hall of Fame, currently under construction. Guided by three main mission objectives, the CRVA markets by bringing visitors and events to the Charlotte region, manages by making the visitors’ experience positive and the events successful, and maximizes by marketing and managing in a way that continues to bring visitors and events back to the region.
Attached for more information are:
- Copy points for editors and interview opportunities