| Key Benefit: | Welcome to the deeply authentic experiences of North Carolina |
| Reasons to Believe: | - With NC you get the local feel, not the tourist appeal.
- With endless unique experiences, the pressure of checking off all the "must-see" attractions does not overpower the actual destinations.
- Visit with minimal plans because you can. Have the freedom to truly explore.
- Slow down. Have time to soak in the unparalleled beauty of it all.
- Know the people genuinely want you here.
- Escape the façades. Experience what’s real.
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| Audience Insights: | - Seek personal fulfillment and growth
- Desire to unplug and relax
- Prioritize authenticity
- Slow down. Have time to soak in the unparalleled beauty of it all.
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| Brand Strengths: | - Seen as relaxing, welcoming and authentic
- Accessible to beautiful experiences
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| Tone/Voice: | Welcoming. Confident. Cheeky yet friendly. |
