Public Relations

Public Relations

In 2017, Visit North Carolina hosted visits from more than 50 journalists from around the world and worked closely with numerous travel writers and reporters on stories involving travel to North Carolina. Earned media activities sparked hundreds of articles, blog posts and broadcast placements on North Carolina’s travel experiences, generating more than 680 million consumer impressions domestically and internationally.

Other Highlights:

U.S. Media Mission

The 2017 program year included strategic domestic media missions in New York, Washington, D.C., Charlotte and Atlanta. More than 143 editorial contacts were engaged with North Carolina story ideas from more than 107 destination partners from around the state. A sampling of top tier national and regional outlets hosted included: CNN Travel, AFAR, Fodor’s Travel, Travel and Leisure, Saveur, Glamour, Food Network Magazine, Conde Nast Traveler, Business North Carolina, Travelgirl and more.

North Carolina Beer Month

North Carolina’s craft beer community continues to be a booming industry with more breweries to experience than ever before. Building off of the success of previous North Carolina Beer Months in partnership with the Craft Brewers Guild, Visit North Carolina seized the opportunity and momentum by partnering with more than 100 breweries and creating more unique craft beer events for travelers to the state for the 2017 North Carolina Beer Month.

Visit North Carolina collaborated with Oskar Blues Brewery to create a VIP Weekend Sweepstakes which included tickets to the brewery’s Burning Can Festival, a two-night stay in downtown Brevard, invitation to a brewer-only bike ride, dinners, tours and tastings. The sweepstakes received more than 5,100 entries and produced 874 travel guide requests.

This popular Visit North Carolina earned-media lead promotion continued the “Pint Hound Brewery Challenge” Passport created back in 2015. The passport program allows craft beer enthusiasts the opportunity to download a passport and collect stamps at participating breweries to claim beer-related prizes. This year’s passport program yielded more than twice the response from the prior year with 565 passports being turned in at the end of the month.

Partnerships, events and offerings such as these led to recognizable results, including: Performance Summary

Earned/Sponsored Media Coverage

Untappd Results

eNews Engagement

#NCBeerMonth Social Media Results:

Pint Hound Passport Results and Feedback

Oskar Blues VIP Weekend Sweepstakes: