2025-2026 Marketing Plan

PUBLIC RELATIONS COMMUNICATIONS &

The Communications & PR department strives to inform, inspire and motivate audiences to visit by positioning Cabarrus County as one of the most vibrant destinations in the Southeast.

MEDIA RELATIONS

Developed with our Public Relations agency partners Lou Hammond Group, the PR Plan centers on four narrative arcs which showcase our hospitality partners and highlight Cabarrus County as an affordable destination with year-round offerings. The plan aligns with our destination brand and considers current travel and media trends. NARRATIVE ARCS

CULINARY How to immerse in the area’s dining experiences and craft beverage trail

FAMILY FUN A unique collection of activities and opportunities for families to connect

MOTORSPORTS & ADRENALINE Exclusive high-speed experiences in the heart of “Where Racing Lives”

CULTURE | ALL AMERICANA

Stories of the destination’s legacy and quintessential American experiences

GOALS & STRATEGIES ▶ Create Awareness & Raise Profile Raise awareness of Cabarrus County as a family friendly destination for dining and culture, road trips, outdoor adventure and more. Host virtual and in-person experiences to engage and develop new relationships with media and content creators. ▶ Generate Noteworthy Results Garner quality coverage for the destination in target national, regional and local outlets. Utilize research insights to increase overnight visitation and attract visitors who will stay longer and spend more. ▶ Engage Target Audiences Create new story angles geared toward specific niches, including location and interest. Connect with media contacts via conferences, missions and events. Engage local partners through various initiatives and PR opportunities. ▶ Support Marketing Initiatives Support the destination brand and collaborate with all agency partners to inform visitors about the area’s variety of offerings. Share earned media on owned channels and integrate content strategy to support PR.