2023-2024 Annual Report

CVB MARKETING DEPARTMENT

Marketing Report

The Cabarrus County CVB Marketing department manages a comprehensive marketing, advertising, communications, and media plan designed to engage potential visitors, create awareness, and inspire overnight travel. The Cabarrus CVB Marketing and Communications department continued to remain nimble in its efforts related to the evolving pandemic landscape. We were able to leverage insights gathered through data and analytics to help us optimize our targeting and audience segmentation as we introduced our new brand, Explore Cabarrus. An increase in overall spend allowed us to leverage our asset library we have been building which gave us an opportunity to showcase and tell our destination story in media we have had to suspend over the last two years. The integrated plan re-introduced traditional and digital advertising, video, public relations, social media, promotions, research, and other marketing activation strategies. Digital creative focused on events as well as seasonal creative campaigns encouraging guests to plan their visit and/or purchase tickets. As we continued to build awareness of our new brand, we also featured a general awareness marketing campaign dedicated to leveraging our new messaging and brand promise. The strategy behind this approach was designed to increase awareness of the new Cabarrus County brand and drive traffic to ExploreCabarrus.com, which helped build the county’s perception as an ideal place for families, motorsports enthusiasts and general travelers to visit, thereby increasing occupancy and spend within the county.

2022 BRAND LAUNCH

In 2022, we launched a new brand. From a new identity and tagline to multi-channel creative campaigns, our new brand positioned us as a wonderful tapestry of five connected communities offering a wide range of incredible experiences to our visitors.

WEBSITE TRAFFIC 1,122,379 Visits

SOCIAL FOLLOWERS

GOOGLE SEARCH ADS Click-through Rate 12.35%

CONNECTED TV 2,129,568 Impressions

5,965

71k

2.9k