3504-21_CabCVB_AnnualReport_2021.indd

MA R K E T I N G R E P O R T

703,162 VISITS W E B S I T E T R A F F I C

THE CABARRUS COUNTY CVB MARKETING DEPARTMENT MANAGES A COMPREHENSIVE MARKETING, ADVERTISING, COMMUNICATIONS, AND MEDIA PLAN DESIGNED TO ENGAGE PO- TENTIAL VISITORS, CREATE AWARENESS, AND INSPIRE OVERNIGHT TRAVEL. WHAT STARTED AS TRADITIONAL CAMPAIGN STRATEGY, ABRUPTLY TRANSITIONED INTO MANAGING THE UNEX- PECTED AND SHIFTING OUR MESSAGING. From the onset of the COVID-19 pandemic, we adapted our messaging to best support the mission of driving visitation while focusing on our ultimate priority—the well-being of Cabarrus County’s commu- nity and visitors. In March 2020, focus shifted to our local audience as we aimed to support our commu- nity and hospitality partners while advocating for tourism through an unprecedented time. During the Stay at Home period, this support and advocacy took shape through digital resources. We shared alternative content including a roundup of local restaurants offering curbside service and ways to “Experience Cabarrus at Home.”As an early adopter of the state’s Count On Me NC public health initia- tive, the Cabarrus County CVB demonstrated the commitment of our organization and our partners to help keep everyone healthy and help travel resume safely. Throughout North Carolina’s reopening phases, participation in the Count On Me NC campaign served to increase visitor confidence and encourage healthy travel. Our messaging evolved, urging locals to plan staycations and visitors to explore safely. To this end, the 2020-21 Destination Guide was released digitally in November 2020. Local media efforts including a segment on WCCB’s “Wilson’s World” helped share this source of inspiration and information with Charlotte-area residents. In March 2021, the pro- gram also featured the inaugural “Cabarrus Burger Madness,” a friendly competition developed by the CVB to showcase local chefs while supporting our restaurants and a local non-profit. In April of 2021, the “Go Cabarrus” campaign ran to re-engage potential visitors and inspire future travel for those interested in outdoor activities including kayaking on the Rocky River to riding local mountain biking trails. We were also able to welcome our first media guests since the onset of the pandemic. The family be- hind in-state travel blog, NC Tripping visited in Spring 2021 and has since published features on Great Wolf Lodge, Downtown Kannapolis, and local restaurants in Cabarrus County as a result.

2.1 MILLION S O C I A L R E A C H

S O C I A L F O L L O W E R S

71,204

2,805

2,445

117 HEADLINES WITH OVER IN CIRCULATION 23 MILLION P U B L I C R E L A T I O N S

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