Weekly e-newsletter for VisitNC partners
May 13, 2020
IN THIS ISSUE:
* Visit NC launches Cook It Forward, 
sees immediate engagement
* Visit NC PR efforts result in Wilmington
among  'Best places to travel in June'
* Sign up for Visit NC Partner Programs now 
and pay later
Visit NC launches Cook It Forward, sees immediate engagement

Visit NC launched Cook it Forward NC yesterday (Tuesday), created in collaboration with NCRLA. The campaign encourages North Carolina's most acclaimed chefs to start a chain reaction of goodwill by shining the light on the state's diverse culinary offerings, while rallying support for restaurant workers impacted by COVID-19. The campaign's heart and its dynamics center on one chef's recommendation of another North Carolina chef, mapping the progression across the state unchained.
 
Ashleigh Shanti, of Benne on Eagle in Asheville, kicked off the campaign yesterday by sharing Ricky Moore's fried flounder roll from Saltbox Seafood Joint in Durham; then she nominated Jake Wood, of Lawrence Barbecue in Raleigh, to Cook It Forward next. Two additional pay-it-forward posts from Wood and Kevin Ruiz, of Lady Luck in Raleigh, followed before James Beard Awards' Outstanding Chef Ashley Christensen, from AC Restaurants in Raleigh, gave tribute to Joe Kindred, of Kindred in Davidson and Hello Sailor in Cornelius.
 
These posts also include the campaign's hashtag #CookItForwardNC, plus a call to action for Instagram users to go to VisitNC.com/CookItForwardNC. Via the website, users can donate to the NC Restaurant Workers Relief Fund and learn more about North Carolina chefs.
 
The second phase of the six-week campaign will include a select number of chefs to cook the most popular dishes (based on engagement data and social polls) on Instagram Live. The cooking series will be posted on IGTV and hosted on VisitNC.com/CookitForwardNC.

Visit NC invites its tourism partners to participate, too, with many ways to get involved and help spread the word. 
  • Follow #CookItForwardNC on Instagram as chefs reveal their favorite dishes from their peers, serving up the unique flavors of North Carolina.
  • Engage by liking and sharing these Cook It Forward NC posts.
  • Spread awareness within your restaurant community, inviting chefs, cooks, and pit masters to create pay-it-forward posts of their own, adhering to campaign post guidelines
  • Share social media posts of chefs who have been nominated from your communities, encouraging your IG followers to like and engage with the content.
  • Make a donation to the NC Restaurant Workers Relief Fund.
For questions or more information, contact Allison Schult, Suzanne Brown or Nick Parker.
Visit NC PR efforts result in Wilmington among 'Best places to travel in June'

Due to the efforts of Visit NC's PR team, Travel + Leisure included Wilmington in its "Best Places to Travel in June." The PR team worked with the writer for the online article. Of Wilmington, the article noted, "The North Carolina coast boasts 300 miles of beaches, coastal towns, and popular vacation spots. Wilmington is in the southern part of the state, with three beaches, waterfront attractions, gardens, museums, and lodging from cottages to resorts. Strolling along Wilmington's Riverwalk on the Cape Fear River, visitors pass markets, boutiques, galleries, cafes, and an outdoor concert venue.... The hip South Front District is home to breweries, restaurants, bars, and casual cafes set in former warehouses." Several attractions were also mentioned, as were Wrightsville Beach, Carolina Beach and Kure Beach. Travel + Leisure online has a circulation of 962,000 readers.
Visit NC-hosted media visit lead to Raleigh Denim in Montreal spotlight

Raleigh Denim was mentioned in the Le Devoir article "Reposte planetaire contre la grisaille ambiante" (roughly translated: "Planetary response against ambient greyness"). Le Devoir is a publication based in Montreal, Canada; the article appeared in its May 8 Weekend edition. Visit NC hosted the writer in 2018 with a multi-county itinerary, which involved Visit Raleigh including a tour of Raleigh Denim. When Visit Raleigh recently supplied Visit NC with information on Raleigh Denim now making masks during the COVID-19 pandemic, the information was shared with the writer, where it was then included in the article. Under the translated sub-heading of "Reinventing yourself to survive," the article noted, "While Tristan, a well-known brand of clothing for men and women, began to produce at high speed the visors that medical personnel demanded, the Raleigh Denim sewing workshop, in North Carolina, was converted to manufacturing masks, which it shares on its website." Due to the pandemic, Le Devoir has currently suspended its Lifestyle section, focusing solely on Canadian content, which makes the North Carolina-related mention uniquely noteworthy.
Visit NC PR team's actions lead to Outer Banks in 'Visiting the beach' Q&A

The Washington Post's "10 questions about visiting the beach during the pandemic, answered" addressed questions such as is it safe to stay at the beach, and which beaches are open or why are some still closed. The Visit NC PR team was initially contacted by the writer for information and, in turn, suggested the writer work with the Outer Banks VB for the article.  For the question "Are vacation rentals safe?", the Outer Banks VB's Lee Nettles said these accommodations allow for visitors to control their environment better than other vacation options. "They can bring in groceries and supplies and then just prepare their own meals and have a self-contained experience, then just walk out on the beach and have their own space," he said.
Sign up for Visit NC Partner Programs now and pay later

New this year, Visit NC is offering extended payment terms for any partners who want to sign up now for 2020-'21 Partner Programs but may not be able to pay until later due to budget implications due to COVID-19. This is especially timely if you are interested in signing up for any of Visit NC's fall print co-ops, as there are deadlines coming up quickly. Sign up today to reserve your spot and get your message out to visitors as they are starting to consider traveling again. Below you can find details on the fall placements still available. Contact Hailey Weddington at (704) 552-6565 with any questions.
 
Southern Living (September 2020): Visit NC's fall print co-op will reach readers in the Southeast, Mid-Atlantic and Northeast.
  • Total Circulation: 1,381,000
  • Quarter-Page Ad Investment: $9,000  
  • Deadline for Space Reservation: May 11
  • Deadline for Materials: June 1
Local Market Combo: Large Markets (September 2020): allows partners to be featured in strategic large markets where we see travelers coming from to visit North Carolina in four (4) publications.
  • Total Circulation: 725,554
  • Quarter-Page Ad Investment: $8,350
  • Deadline for Space Reservation: May 15
  • Deadline for Materials: June 5
Local Market Combo: Northern Markets (September 2020): includes drive-market states like Tennessee and Virginia, while also capturing key northern states like Ohio and Pennsylvania in a total of six (6) publications.
  • Total Circulation: 275,842
  • Quarter-Page Ad Investment: $5,500
  • Deadline for Space Reservation: May 20
  • Deadline for Materials: June 10 
Local Market Combo: Southern Markets (September 2020): allows partners to market to those readers that are either within the state or very close in five (5) publications.
  • Total Circulation: 805,714
  • Quarter-Page Ad Investment: $6,500
  • Deadline for Space Reservation: June 4
  • Deadline for Materials: June 25
'Military Makeover' helps Lincolnton family, highlights N.C. sites 

This Friday (May 15), the television series "Military Makeover," with host Montel Williams, will begin an 8-episode run featuring the Harvey-Woodruff family of Lincolnton. Visit NC partnered with the series to showcase why North Carolina is the nation's most military friendly state and a great place to visit and live. As part of the partnership, Visit NC's Wit Tuttell and N.C. Secretary of Military & Veteran Affairs Larry Hall make appearances in the fourth episode (which debuts on June 5) of the Harvey-Woodruff episodes as they welcome the family to the Carolina Raptor Center in Huntersville and the Sea Life Charlotte-Concord Aquarium in Concord. "Military Makeover" airs on Lifetime and the American Forces Network.
Research shows Americans miss traveling, have concerns

Americans miss many things after having been quarantined for nearly two months, and travel rates among the top things they miss, says Destination Analysts this week. When asked about activities they miss, more than two-thirds reported that they miss vacations; more than half miss the actual planning of travel. As well, openness to travel information and emotions elicited from travel advertising are positive and continue to improve.

The methods and tones of travel advertising matters very much, especially during this time. When asked about how they would like to be spoken to in travel advertising, honesty, humility and friendliness came out at the top. Travelers reported that they are "turned off" by authoritative travel advertising.

However, while travelers' excitement to get back on the road is increasing, as many states consider the re-opening of their economies, concern and caution still prevail. Travelers have lower expectations that things will get better in the next month. Only 11 percent of American travelers say they will jump right back into travel.


Visit NC will be providing frequent research updates through Newslink each week with links to available studies.
Brand USA features Wilmington, Raleigh in its 'Ask a Local' video series

Brand USA features Wilmington and Raleigh in its video "Ask a Local: North Carolina." As Brand USA explains, ""'Ask a Local' uses a documentary-styled approach to sharing amazing travel experiences through the voices and faces of U.S. residents. These first-person recommendations highlight local attractions, food, nightlife, music, and scenery throughout the 50 states, 5 territories, and the District of Columbia." For Wilmington, Kevin Murphy of Ocean Cure talks of activities and places he enjoys in the town plus what he believes make it so special. For Raleigh, Cheetie Kumar with Garland explains the variety of unique restaurants and businesses in the downtown area. The video is live on Brand USA's YouTube channel, VisitThe USA.com. Brand USA's GoUSA TV can be downloaded to mobile devices.
'Simple pleasures await on a road trip through North Carolina's Yadkin Valley'

Atlanta magazine spotlighted many attractions in its "Simple pleasures await on a road trip through North Carolina's Yadkin Valley." The article explained, "In the last few decades, the decline in demand for tobacco has forced farmers to begin casting about for other crops. Many have turned to winemaking, and today, dozens of small wineries dot the rolling hills of the Yadkin Valley. Visitors traveling through the valley along US 601 from Yadkinville to Mount Airy will pass vineyards pocketed alongside fields of corn, soybeans, and the occasional chartreuse span of tobacco. They'll also discover a number of attractions worth a stop, from a popcorn factory to a century-old general store to the childhood home of actor Andy Griffith."
For the week of May 14 on "North Carolina Weekend," the program repeats the episode that originally aired March 18. Features include JuneBug Retro Resort in Weaverville; Uncle Cheesecake in High Point; and Daniel Stowe Botanical Garden in Belmont; plus the "House Special" on Main & Mill Oyster Bar & Tavern in Winterville. (Check local listings; segments are subject to change.) "North Carolina Weekend" is underwritten by Visit North Carolina. In addition, UNC-TV has recent editions of "North Carolina Weekend" available online.
Resources for travel industry regarding COVID-19

As the travel industry is facing challenging times in the ever-changing situation of COVID-19 and its effects, there are several useful resources available to help with information, communications, planning and guidance.
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