Wednesday, June 25, 2008

ECACVB to Launch "Discover Elizabeth City" Advertising and Marketing Co-Op Program

Contact: Elizabeth Evans
Public Relations Consultant
Cahoon & Cross Marketing Consultants
Phone: (757) 625-7068 direct line

ECACVB to Launch “Discover Elizabeth City” Advertising and Marketing Co-Op Program

(Elizabeth City, N.C., June 24, 2008) – A new “Discover Elizabeth City” advertising and marketing co-op program is attracting local tourism-related businesses and attractions seeking a bang from their advertising bucks in 2008 and 2009.

Designed to increase advertising exposure for the region and for the individual participants, the co-op program was developed by the Elizabeth City Area Convention & Visitors Bureau (ECACVB) and its marketing and advertising firm, Cahoon & Cross. The ECACVB will match $750 for each member’s $500 investment. To date, 30 attractions, retail shops, restaurants and accommodations have signed on to the program, which can accommodate 50 partners.

“We are very pleased with the response,” said ECACVB Director Russ Haddad. “The Elizabeth City area hospitality industry recognizes the benefit of group buying power and is committed to working as a team to increase travel to the region. “

The “Discover Elizabeth City” co-op campaign is slated to begin in July. Honing in on visitors within a two-hour drive or less from Elizabeth City, the 12-month, integrated marketing and advertising campaign will include promotions, paid media, direct marketing and public relations. The targeted area includes the Hampton Roads region to the north and areas west to I-95. With a focus on the promoting the fall and spring “shoulder” seasons, the campaign will also reach travelers driving to and from the Outer Banks.

According to travel research conducted by Cahoon & Cross, visitors are looking for unique, authentic experiences and pre-planned packages that include accommodations, dining, pampering and a variety of itineraries.

“The advertising campaign will include the ‘Discover the Good Life Daily’ brand with a secondary message inviting visitors to ‘travel less, play more,” said Margaret Cahoon, a founding partner of Cahoon & Cross. “It’s an appealing message for discriminating visitors who are short on time.”

In 2007-2008, the Downtown Business and Professional Association, working with the ECACVB and Cahoon & Cross, led the way by developing a $15,000 fall and spring radio promotion designed to attract out-of-town visitors for weekend stays. The 14 co-op members that participated received a 3:1 return on investment as a result of the campaign.

The ECACVB projects the “Discover Elizabeth City” co-op program will deliver a 5:1 return on investment, or $1,250 value for each member. Co-op members will select one to two quarterly periods between July 2008 and June 2009 in which their advertising will appear. Members with special events will be placed in the quarter in which the event will occur. Members without time-sensitive events will be placed in the regular 12-month campaign.

Members will have their messages included in rack cards, print display advertisements, regional radio, television and cable advertisements and in getaway packages. The campaign will also provide exposure via an Elizabeth City blog and videos placed on

For information about the co-op program, call the ECACVB at (252) 335-5330.

Participating Co-Op Program Members:
The Agency/Direct Publications
Albemarle Craftsman’s Fair
Arts of the Albemarle – for 2008 Design House at Bayside Manor
Arts of the Albemarle – for Harbor Arts Festival
Arts of the Albemarle – for Middle Eastern Rug Show
The Board Room
Carolina Cup Regatta
The Chocolate House
City Wine Sellar, Bakery, Deli & Wine Bar
Coasters Downtown Draughthouse
Culpepper Inn
Dismal Swamp Canal Welcome Center
DK&D Entertainment Inc.
Downtown Business & Professional Association
Downtown Waterfront Market
Elizabeth City Area Chamber of Commerce
Elizabeth City Bed & Breakfast
Elizabeth City State University Planetarium
From Me to You Video & Photography
Groupers Waterfront Restaurant
Harbor Tea House & Gift Shoppe
Hyman & Robey, PC
Museum of the Albemarle
North River Campground & RV Park
Port Discover
River City Community Development Corp.
River City Fraternal Order of Police & Jaycees
River City Cycling Club
Southgate Mall

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