CVB Launches New Ad Campaign

SOUTHERN PINES, NC – JULY 25, 2008 – The Pinehurst, Southern Pines, Aberdeen Area Convention & Visitors Bureau (CVB) is introducing a new series of messages and creative to drive visitors to the destination and raise awareness. The new messaging is designed to encourage visitors within driving distance to enjoy the many attractions and venues available for families, couples, and groups of all types at the Home of American Golf®.

In response to changing trends in tourism relating to gas prices, new airport fees, airport hassles, and reduced corporate travel, the CVB determined it needed to broaden and freshen its destination marketing message. Given the heritage of the area has been built around golf, the CVB and its advertising partner, SMITH, explored ways to extend that connection into other messages to resonate with different travel markets.

In addition to the avid golfer, the new creative will also draw on the cultural/historic aspect of the area and the outdoor activities that can be enjoyed by families and groups alike. Identifying that women influence the majority of vacation decisions as well as the budget, and often are meeting planners for business, the CVB is placing ads in less golf-oriented publications such as Our State, Redbook, Family Fun, Traditional Home, Food & Wine, Cooking with Paula Deen, and Country Living. Girls' getaways are a growing travel trend and the area's day spas as well as golf, shopping, and dining create a great destination for women.

The new creative will start August 2008 in regional and national publications as well as online features in Golf Digest, Our State, Southern Living, Arthur Frommer's Budget Travel.com and Charlotte.com and online versions of print media. With the new distinctive series of messages, the CVB anticipates reaching a more diverse tourist market to enrich the area's appeal and attract a new base of visitors.

“Extending the reach of the brand while maintaining its equity is not an easy task, but we strongly believe this new messaging will do just that. The support of the local tourism industry is paramount to the success of the program,” explains Caleb Miles, President and CEO of the CVB. For more information about the area, go to www.homeofgolf.com.

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The Pinehurst, Southern Pines, Aberdeen Area Convention & Visitors Bureau is an economic development organization and non-profit authority of Moore County, North Carolina. The CVB mission is to promote the area as a destination for visitors, meetings, conventions and tours. The CVB is funded primarily by a three percent hotel / motel room occupancy tax paid by visitors to Moore County. For more information, please contact Caleb Miles, President & CEO of the Convention & Visitors Bureau for the Pinehurst, Southern Pines, Aberdeen Area at (800) 346-5362 or (910) 692-3330 or visit the bureau’s Web site at www.homeofgolf.com.