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.