Consumer Compaign

In order to increase tourism in the state, this campaign showed the freedom from the hustle-and-bustle of everyday life that North Carolina's scenic beauty offers. These soft-focus ads conveyed that it's a great place to take a relaxing vacation.

Visitors increased 18% and revenue grew to $12 billion. Visits to the call center and Web site were up 24%, and 60% of those people actually visited the state.