Agency Known for Placemaking to Promote North Carolina’s Southern Outer Banks as one of the East Coast’s Premier Coastal Destinations. Insight-led and strategy-driven advertising agency FerebeeLane, known for their work with premium brands and premier destinations, has been selected by the Crystal Coast Tourism Development Authority (CCTDA) in North Carolina to help increase visitation and revenue outside of the region’s busy summer season. While the goals of the campaign are tied to these key business objectives, FerebeeLane will apply its strategic approach to placemaking to elevate and enrich all aspects of the iconic coastal destination.
The Crystal Coast is an 85-mile stretch of beaches and small towns in the Southern Outer Banks® known for its charming restaurants and shops, plentiful outdoor recreation, and stunning natural scenery. The CCTDA will tap into FerebeeLane’s extensive hospitality industry experience to drive overnight visitation and heighten its brand awareness as one of the East Coast’s premier coastal destinations.
“Our primary job is to increase overnight stays, but we also see so much potential in shaping and sharing the authentic story of this special place,” said Matt Ferebee, Chief Creative Officer, and Co-Founder. “We’re so excited to have the opportunity to work with the Crystal Coast’s TDA to attract travelers seeking a truly classic southern beach experience.”
As part of the goal to reach prospective year-round travelers, FerebeeLane will create a comprehensive marketing program to increase interest in Crystal Coast as a destination for leisure travel from a number of drive markets. In addition, the agency will develop an advertising plan that will include television, radio, print, digital, sponsorship and social campaigns in key and opportunity markets.
“Many people visit the Crystal Coast and, even with a short stay, they feel as though they’ve developed a relationship with us. Maybe it’s with a local craftsperson or artisan, an innkeeper, or a family restaurateur. Our unique shoreline, which faces south rather than east, has a calming and welcoming presence that we enjoy year-round,” said Jim Browder, Executive Director of the CCTDA. “FerebeeLane has a long history of working with some of the world’s most beloved destinations, capturing the feel and the experience people can enjoy beyond having gone on a trip. They understand how to convey the unspoiled and authentic nature of our communities – and with their proven track record of driving results in the hospitality and tourism industry, the decision to select them as our partner was clear.”
“We first met with the CCTDA in 2020 to discuss working together,” said Josh Lane, Co-Founder and Chief Operating Officer at FerebeeLane. “Although we didn’t win the business back then, we knew there was great chemistry between our two teams. I think they saw our enthusiasm and were intrigued by our strategic perspective on how to attack the assignment. When an opportunity to partner with them came up again, we jumped at the chance. Based on the relationship we started building in 2020, we knew this was a group we wanted to work with — great people doing great work and making a real difference in their region. We are thrilled to be working with the Crystal Coast team and proud to be their new agency of record.”
Chris Cavanaugh, Magellan Strategy Group, oversaw the RFP process.
Matt Ferebee,
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