2025-2026 Marketing Plan

DIGITAL MEDIA AWARENESS-DRIVING

Leisure Market

OVERVIEW

5-STAR DESTINATION Cabarrus County offers far more than most people realize. While it is widely recognized as the Home of Motorsports, the county’s true essence extends well beyond this reputation—and it begins with “US”. The residents of Cabarrus are known for their warmth and hospitality, fostering an environment that immediately puts visitors at ease. This welcoming atmosphere enhances every experience, adding a unique layer of richness to each visit. BACKGROUND For FY2025, we are continuing to optimize our marketing communication efforts by focusing on digital and print strategies that get us closer to travel decision makers and targeting audiences who demonstrate the best conversion potential. Our paid advertising efforts will extend to geographies that exhibit a higher propensity to visit Cabarrus County via research data.

GOALS AND OBJECTIVES

To support our business goal of increasing hotel revenue, our marketing objective is to build continued awareness and deepen understanding of Cabarrus County and its distinctive experiences. FourthIdea will remain our creative agency partner, bringing expertise in Travel and Tourism to develop compelling creative and messaging. Casual Astronaut will lead strategic media buying efforts to drive traffic to ExploreCabarrus.com. We are refining our campaign and media strategy to align with each stage of the traveler’s journey. This approach enables us to allocate media spend more effectively across the most relevant channels for each phase, while maximizing the use of our existing photo and video assets. In addition to paid media efforts, we will run email campaigns throughout the year and enhance web content to improve visibility through organic search.