Tourism efforts paying off: Campaign hits TV, radio and print
Published 12:00 am Wednesday, December 2, 2009
By Jessie Burchette
jburchette@Salisburypost.com
A fast-tracked effort to bring more visitors and their cash to the county is working.
And the Rowan Tourism Development Authority, which launched its own stimulus program earlier this month, is ready to move to the next phase.
In November, the authority’s Board of Directors agreed to take $40,000 from cash reserves and launch an all-out effort to bring more visitors to the county to help offset the slowing economy, bringing more customers for hotels, restaurants and retail shops.
Working with an Arkansas-based marketing firm, the authority’s marketing committee crafted a campaign that hit TV, radio and some print media in the Charlotte and Winston-Salem markets.
Some of the radio ads feature Amy and Claire chatting about shopping and other opportunities in the county.
During a meeting of the Tourism Development Authority earlier this month, members applauded the results.
Several local businesses and attractions reported more visitors and shoppers, particularly first-time visitors.
James Meacham, executive director of the Tourism Authority, provided the board members with comments from many downtown merchants who noticed the influx of new customers, including the Friday night events downtown.
“This actually worked,” Meacham said. “People had visitors they’ve never had before.”
Jerry Chandler, vice president of Rowan Cabarrus Community College and a member of the Tourism Authority Board, said their effort is a stimulus program that is working.
The advertising directs people to visit the new Web site, www.authenticnc.com, which has updated information on shopping, events and other attractions.
The Authority is preparing to launch the next phase of the stimulus program and will add billboards to help draw more motorists off the interstate.
The next phase will target incentive travel, providing some type of rewards, coupons, discounts and goodie bags.
Businesses and attractions are being asked to participate.
Meacham and the marketing committee headed by Jeff Hall are continuing to work out the final details.
Tourism officials are also seeking to partner with other agencies, possibly Downtown Salisbury and Rowan Economic Development Commission and others, to increase marketing dollars.
In addition to Hall, the marketing committee includes: Michelle Patterson of Patterson Farms; Frank Goodnight of Diversified Graphics; Jim Cowden with Cooperative Extension Service; Kelly Alexander with the N.C. Transportation Museum; Dave Redden, general manager of the Holiday Inn; and Randy Hemann, executive director of Downtown Salisbury.