New Hanover County’s designation moniker “Cape Fear Coast” will soon go away. The county’s Tourism Development Authority approved a new marketing slogan and advertising plan.
New advertisements and other promotional materials will prominently read “Wilmington” with “Historic River District & Island Beaches” in smaller letters. The names of the county’s three beach towns – Carolina Beach, Kure Beach and Wrightsville Beach – appear along with the moniker on larger advertisements where there is more room for extra words.
Rebranding the county as a tourism destination added up to about $25,000, said Kim Hufham, president of the county’s Convention and Visitors Bureau. That amount included holding focus groups, conducting surveys and creating the new moniker, logo and advertisements using a water theme.
The county’s total tourism marketing budget for the fiscal year ending June 30, 2012, is $561,180, which comes from a percentage of the 6 percent room tax revenues paid on hotel and other vacation lodging in the county.
Of that, the Brandon Agency, of Myrtle Beach, will be paid $90,000 this fiscal year for its work as the county’s contracted advertising and creative agency. Hufham said that amount is broken down to $30,000 for product management, including strategic planning and meetings, and $60,000 for production, including advertisement management.
Date posted: September 8, 2011
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