In mid-January 2023, DistiNCtly Fayetteville launched its new marketing campaign, boldly asking, “Have You Done It ‘Yette?,” inviting visitors from North Carolina and beyond to explore the distinct experiences that make the Fayetteville area unique. With the new campaign, DistiNCtly Fayetteville is reinventing itself locally and regionally, driving excitement about local offerings and encouraging tourism to the county.
The campaign expands upon the strategy first launched in November 2022, when the then-Fayetteville Area Convention & Visitors Bureau rebranded itself to DistiNCtly Fayetteville. . At this point in our journey, I serve as the day-to-day liaison with our agencies to ensure our messaging is accurate and we are in the markets where we see the most potential to visit Fayetteville/Cumberland County. I admit, it has been an absolute privilege, not to mention a learning process during this rebranding and executing a new tourism marketing campaign.
Since our rebranding, the team has unveiled a new website, in mid-December, which offers a comprehensive guide for those exploring the area, including regional attractions and activities, dining recommendations, blogs and a calendar of events.
It's important to note that the re-branding and new campaign have been a multi-step, multi-faceted plan that we wanted to launch into the world strategically. At the start of this process, we sought to rejuvenate the discussion around Fayetteville and Cumberland County, taking a bold stance as we connect with people both within our community and beyond. This campaign is anchored in significant tourism research, which brought to light what visitors find special about the Fayetteville area. Through the new campaign, we’re capturing the energy and diversity of this region and inviting visitors to experience it firsthand.
The campaign, which centers around one key question, “Have You Done It ‘Yette?,” will showcase the unique offerings in Fayetteville and Cumberland County, from diverse shops, restaurants, and bars to attractions geared toward adventure lovers, history buffs, sports enthusiasts and beyond. By posing the question of what visitors have – or haven’t – experienced in the area, DistiNCtly Fayetteville aims to spark excitement and discussion about the county’s must-visit experiences.
As a community-based destination marketing organization, our priority is on growing economic health and increasing quality of life for Fayetteville and Cumberland County while also ensuring a valuable, positive experience for the people who visit this wonderful region. Our new brand and this bold marketing campaign will help us continue to promote our community and broaden our reach to new folks across the region and the nation to come experience, time and again, what makes us distinct. Now we’re taking that further, inviting visitors from far and wide to put the Fayetteville area at the top of their travel bucket lists.
Travel and tourism for Cumberland County in 2021 generated more than $608 million annually and accounted for more than 4,550 jobs and $163.2 million in payroll. Additionally, state and local tax revenues to Cumberland County from travel amounted to $46.3 million, representing a $138.49 tax saving for each household in the county.
The statistics are from The Economic Impact of Travel on North Carolina Counties study that was prepared for Visit North Carolina (VISITNC) by Tourism Economics. Tourism Economics is an internationally respected research organization focused on the travel sector.
To explore what makes Fayetteville and Cumberland County unique, please visit DistiNCtlyFayettevilleNC.com.
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