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Driving Visitation to Durham Among Mature Adults

Challenge

Establish Durham as a desirable destination for adults, 45-75, who wish to get away from everyday life. 

The Essential Idea

In less than a decade, Durham has metamorphized into a hip, edgy progressive city in North Carolina’s heartland with something unique to see or do around every corner.  It’s a great new spot to explore that will leave you enriched and energized. 

Brand Essence:  Durham. A Whole Lot of Different.

Result

Campaign embraced by DCVB marketing staff, leadership and board, and executed in major feeder markets.

Generated record, unique website visitors and surpassed industry benchmarks for total impressions and engagement.