The Fayetteville Area Convention & Visitors Bureau (FACVB) unveiled its new name, logo, and brand identity, DistiNCtly Fayetteville, on November 1 at the Airborne and Special Operations Museum. Over 200 members of the Fayetteville/Cumberland County area attended the event. After the unveiling, every person at the Airborne and Special Operations Museum could feel the energy and excitement. 

At its core, DistiNCtly Fayetteville is a private, not-for-profit organization responsible for positioning Fayetteville/Cumberland County as a destination for conventions, sporting events, and individual travel. It is the tourism marketing arm of Fayetteville/Cumberland County, fueled by research-based marketing. 

Anchored in foundational tourism research that gleaned insights into what visitors find attractive about the Fayetteville area, the then-FACVB team started on a journey to envision a new brand that better reflects the region and all it has to offer. 

In Fayetteville and Cumberland County, radically different experiences create one distinct destination. It was time we have a name, look, and feel that celebrates and embraces our region’s energy, diversity, and distinctiveness. Our new DistiNCtly Fayetteville brand does just that. We are ready to share everything that makes the Fayetteville area special – with our community, region, and beyond.

The tourism branding statement that was designed for DistiNCtly Fayetteville reads:

Here, history meets history in the making. Where Southern charm meets modern flair. Unexpected thrills bring unexpected respite. And radically different experiences create one unique destination. Discover why it all works in the Fayetteville area.

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. This new brand and our upcoming 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. 

In addition to the new name, logo, and overarching brand, DistiNCtly Fayetteville will launch a new website on December 12 and begin using a bold new marketing campaign in January. The DistiNCtly Fayetteville team worked with its new marketing and advertising agency, Mythic, out of Charlotte, N.C., on the rebrand. 

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.