As of Wednesday night, gone is the Cape Fear Coast and in its place is Wilmington, N.C. – Historic River District & Island Beaches.
The tagline and its accompanying logo, are aimed at distinguishing Wilmington, Carolina Beach, Kure Beach and Wrightsville Beach from other destinations north and south of New Hanover County that could rightly claim they are part of the Cape Fear Coast.
During their presentation of the new campaign, in which The Brandon Agency revealed the finalized logo, tagline and ads which have already been placed for September issues of targeted publications, Brandon officials showed results of a survey that revealed the former moniker –Cape Fear Coast – wasn’t as recognizable for those unfamiliar with the area. Cape Fear Coast requires insider knowledge of the area where Wilmington, N.C. has instant name recognition for many.
When asked if they were familiar with or had heard of the Cape Fear Coast, almost 67 percent of respondents said “no.” Only 40 percent could identify the state correctly.
When asked which would be more appealing for a beach vacation, Wilmington, N.C. – Historic River District and Island Beaches garnered 67 percent of the votes. And 72 percent of respondents said they’d be more likely to visit Wilmington, N.C., as opposed to the Cape Fear Coast.
The change of name will go a long way to improving Internet search results through the organic relationship between search terms such as “beach vacation” and “N.C. beach vacation,” Brandon officials said.
In addition, Brandon spoke about o people’s search habits, noting that most will look for a specific town or beach name rather than a region. By including the names of the beaches in the expanded tagline and logo, and combining that with efforts by the beach towns as spearheaded by Clean Design, Brandon and Clean Design expect to see a noticeable increase in traffic to www.WilmingtonAndBeaches.com, which has yet to go live.
In developing the campaign, Brandon positioned Wilmington as a portal through which visitors locate, consider and then visit the region. The new name helps create a relationship among Wilmington, Carolina Beach, Kure Beach and Wrightsville Beach.
Clean Design developed advertising campaigns for Carolina Beach, Kure Beach and Wrightsville Beach, identifying the target audiences for each based on each beach’s unique appeal to visitors. Wrightsville Beach ads are targeted toward multi-generational family getaways; Carolina Beach’s focus on families with teens and tweens, while Kure Beach is centered on families with young kids.
The concepts and taglines for each beach town reflect their targeted audiences. They include:
Wrightsville Beach – “Easy to get here, easier to stay.” The ads feature bold graphics with images of families on the beach.
Carolina Beach – “Right on the beach. Slightly off Center. Carolina Beach. Stay Original.” The ads show people on the beach fishing, hula hoping and doing handstands.
The tagline for Kure Beach is a graphic treatment similar to a computer’s “Are you sure you want to shut down?” prompt with “Shut Down” highlighted as if it were about to be clicked. The ads show the beauty of Kure Beach and its attractions.
As for the ads promoting Wilmington, they center on water and each of the three ads feature water images (the beach, a fishing boat, and children playing in a fountain) as well as the “voice of the water.” The headline, “Heed the Call of the Water” accompanied each.
“We believe the new campaign will be really successful,” said Kim Hufham, President/CEO of the TDA. “We’re very pleased with the job The Brandon Agency and Clean Design did and we’re sure we’ll see positive results.”
No comments:
Post a Comment