Public Relations

Public Relations

In 2018, Visit North Carolina hosted 39 journalists from around the world and worked closely with other travel writers to produce content about travel to North Carolina. Earned media activities sparked hundreds of articles, blog posts and broadcast placements about North Carolina’s travel experiences, generating more than 4.2 billion consumer impressions domestically and internationally.

Media visits resulted in coverage of more than 30 counties. Seventeen of those counties were classified as Tier 1 or Tier 2. Six additional Tier 1 and Tier 2 counties received media coverage as a result pitches, news releases and other activities.

Other Highlights:

U.S. Media Missions

The 2018 program year included strategic domestic media missions in New York, Washington, D.C., and Raleigh, resulting in engagement with more than 120 editorial representatives. The events attracted such top tier national and regional outlets as CNN Travel, The Wall Street Journal, The Washington Post, Fodor’s Travel, Travel + Leisure, Saveur, Food Network Magazine, Conde Nast Traveler, Parents and Family Circle. Thirty-nine North Carolina counties, including 25 rated Tier 1 and Tier 2, were represented at one or more media mission.

Blackbeard

The Public Relations team capitalized on opportunities associated with the 300th anniversary of Blackbeard’s death at Ocracoke by organizing a familiarization tour, proactively pitching coverage, and creating an online media kit with fact sheets and travel information. Five journalists from the United States, Canada, Switzerland and the United Kingdom participated in the media trip, which explored sites in Hyde, Beaufort, Carteret and Pitt counties. Their coverage, published by forbes.com, the Toronto Sun and sister publications across Canada, familytraveller.com, ArtundReisse and metro.co.uk contributed to the 77.9 million impressions generated by overall public relations activity.

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 2018 North Carolina Beer Month.

This popular Visit North Carolina earned-media lead promotion continued the “Pint Hound Brewery Challenge” Passport created back in 2015, but took advantage of an opportunity to partner with in-state craft beer app team Untappd to facilitate the program. Partnering with Untappd allowed users to unlock entries into the sweepstakes based on visitation and/or trial of any nc-brewed beers. This year’s passport program yielded approximately 13,000 entries for prize packages including beer-themed experience trips to Asheville, Brevard, Durham and the Outer Banks.

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

NCBeerMonth.com Performance Summary

Untappd Results:

eNews Engagement: