Destination Marketing that Increases Visits to the Queen City
Charlotte Regional Visitors Authority
The Charlotte Regional Visitors Authority (CRVA) serves as the trusted leader of Charlotte’s visitor economy, which elevates community prosperity through destination-defining infrastructure, impactful branding and job growth. Brands supported by the CRVA include the Charlotte Convention Center, Spectrum Center (formerly Time Warner Cable Arena), Bojangles’ Coliseum, Ovens Auditorium, NASCAR Hall of Fame, Charlotte Regional Film Commission and Visit Charlotte in conjunction with the region’s destination marketing brand, ‘Charlotte.’ Their vision seeks to position Charlotte as the most sought-after city in the Southeast, known for its undeniable energy, passionate people and captivating experiences.
White worked with the CRVA to transition from internal advertising placement to leveraging a wider scope of strategic planning and multi-market expertise. After one month into a four-month project with CRVA, White was asked to become agency of record for media planning and placement. Bringing fresh perspective, research and digital backgrounds, as well as heavy traditional media experience and an agency emphasis on strategy, the CRVA has been able to realize a 7-9% increase in the value of their media spend.