Visit North Carolina unveiled a spine-chilling new campaign last week on Friday the 13th, reaffirming its status as one of the spookiest places on the planet.
Led by its NC-based creative agency of record Luquire, "First in Fright" invites tourists to experience the Tar Heel State's eeriest locales, from haunted hotels to mysterious mountains.
More than just a standard ghost tour, the digital trail brings together all of NC's scariest destinations, guiding the bravest visitors through horrifying highlights.
Several trails were curated to cater to different traveler preferences, from a full road trip that goes from the mountains to the coast, to region-focused itineraries.
Additionally, the campaign sees the release of six half-hour podcast episodes, each dedicated to a different aspect of North Carolina folklore and legend.
In a statement to DesignRush, Luquire VP/Group Creative Director Ryan Coleman highlighted the production process, which involved extensive research into dozens of supernatural tales.
He also credited the creative team, which includes experienced podcaster Aliza Rosen of AYR Media (Queen of the Con, etc.).
"We dove into horror forums, talked with haunted hotel and business owners, and tracked down people on social media to tell us their stories. Some of those we spoke with were born storytellers, and we used their actual voices on the podcast. For the others, we cast North Carolina storytellers to bring their stories to life (and death).
In the end, we heard about the Devil's Tramping Ground, Knobby the Bigfoot and blood raining from the sky — just to name a few things that go bump in the North Carolina night," Coleman explained.
Four of eight episodes are currently available to stream on Apple Music and Spotify, covering topics like cryptid sightings and paranormal locations.
"North Carolina has always been known for its rich history, beautiful landscapes, and unique cultural experiences, but we wanted to tap into a new adventure that showcases the state’s spookier side," Glen Hilzinger, partner and chief creative officer at Luquire, said in a staement.
He added that the nature of the experiential marketing campaign allowed the agency to create a unique blend of travel and storytelling that significantly enhances the tourist experience.
By leveraging the state's spooky reputation, Luquire uses tours and worldbuilding to attract people and capitalize on the Halloween season.
Scares All Year Round
Despite being launched in time for Halloween, the campaign is slated to run year-round to appease the droves of horror fans who visit the state for paranormal activities.
The campaign is live across the Visit NC homepage, OOH, and paid social, with additional podcast rollouts set to take place on October 1.
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As a chill enters the air to herald the arrival of the fall season, NC visitors can expect more thrills in the coming months.
Tourism campaigns intensify as the seasons change.
Earlier in May, Visit California rang in the summer season with a massive 3D billboard.
Editing by Katherine 'Makkie' Maclang
