Print advertising garnered 13,823,171 impressions for Visit North Carolina, with placements in several high-profile regional publications. Top-performing 2018 publications included Garden & Gun, Outside Magazine and Southern Living. The campaign also delivered several local market ads within publications such as Atlanta Magazine, The Washington Post Magazine, Nashville Lifestyles Magazine and Philadelphia Magazine.

Broadcast / Streaming TV

Television, streaming video and a presence in select movie theaters helped launch Visit North Carolina’s new Firsts That Last campaign in Atlanta, Washington, D.C. and Nashville. Streaming video in Philadelphia, Orlando and Columbus, OH also showcased Firsts That Last. Collectively, these efforts delivered 57.1 million impressions to increase awareness and interest in visiting the state.


Digital advertising continues to play a key role in all parts of the travel planning and decision-making funnel, and Visit North Carolina’s digital media plan reflects that across awareness, site traffic and downstream conversion-driving tactics. In 2018, digital advertising across platforms drove 3,072,173 sessions on, and contributed to a paid media Arrival Lift of 34.9 percent. In addition to constant optimizations across vendors and tactics, 2018 saw several key advancements in digital media:

Cooperative Programs

Visit North Carolina negotiated favorable rates with leading travel, lifestyle and special interest publications to provide partners with cost-effective opportunities to broaden the reach of their own advertising efforts. In total, 40 partners were showcased in magazine insertions in:

North Carolina Ski Areas Association

Visit North Carolina continued its partnership with the North Carolina Ski Areas Association on a cooperative marketing campaign promoting, running December 2017 - February 2018. The campaign shifted to a very cost-effective and efficient digital approach including paid search, paid social and native advertising in the Association’s priority states of origin including NC, TN, KY, SC, GA, FL, AL, MS, LA and TX. The campaign yielded 114 percent more impressions and 60 percent more website clicks than projected, delivering more than 21.4 million total impressions and 180,733 clicks to

In-State Marketing Initiatives

While out-of-state visitors tend to stay longer and spend more when visiting the state, North Carolinians are also a point of focus within Visit North Carolina’s program. Residents typically comprise approximately one-third of annual visitation, and partnerships with the North Carolina Association of Broadcasters, the North Carolina Press Foundation and UNC-TV remain key to Visit North Carolina’s ability to cost-effectively reach more than ten million prospective travelers in the state’s own backyard.

North Carolina Association of Broadcasters

Member television and radio stations aired 42,789 spots representing a value of $3,050,282.

North Carolina Press Foundation

Two hundred one papers published 2,101 ads representing a value of $1,071,500.


UNC-TV’s award-winning team produced 52 weekly episodes of its popular show North Carolina Weekend during 2018. Each episode was broadcast statewide multiple times each week on three of UNC-TV’s program services: UNC-TV, The Explorer Channel and the North Carolina Channel. The series annually features more than 200 destinations, attractions and events across the state.