Western NC Helene Recovery Initiatives

Visit North Carolina responded immediately to the devastating storm’s initial impact through extensive partner communications, proactive media relations, a well-publicized interactive Travel Advisory map and more. With a great sense of urgency to stimulate economic recovery, coupled with the vital support of incremental funds from the NC Legislature, the team began supporting the mountain destinations less affected as they began welcoming visitors again during the vital fall season. As recovery efforts progressed and more destinations were reopening, Visit NC’s efforts turned to inspiring holiday and winter travel. More recently, Visit NC continues leveraging the recovery marketing funds to the fullest with plans to extend the recovery campaign through spring, summer and into fall 2025. An overview of Visit NC’s fully integrated approach is summarized in the presentation deck linked below with additional research and marketing resources listed further below.

Western NC Helene Recovery Spring 2025 Update (pdf)

Research Insights

Visit NC always builds upon insights gained from their comprehensive research program to inform and shape their marketing efforts, and the same remains true for the team’s recovery initiatives. An ongoing consumer sentiment tracking study is monitoring traveler perceptions and is complemented by a study monitoring the effectiveness of Visit NC’s messaging to address consumer misperceptions and inspire travel. Please see the studies listed below for insights and reach out to Marlise Taylor, Visit NC Director of Tourism Research with questions at marlise.taylor@visitnc.com or 919.447-7748.

North_Carolina_Hurricane_Recovery_Perception_Research_Wave_1_November_2024.pdfNorth_Carolina_Hurricane_Recovery_Perception_Research_Wave_2_December_2024.pdfNorth_Carolina_Hurricane_Recovery_Perception_Research_Wave_3_January_2025.pdfNorth_Carolina_Hurricane_Recovery_Perception_Research_Wave_4_February_2025.pdf

Marketing Highlights

Fueled with research insights, Visit NC’s multi-channel paid, owned, and earned media recovery efforts are unified with a campaign tagline of “Our best way back is for you to come back.” Top markets of origin for the mountain region have been prioritized in collaboration with Western NC Partners and include NC, SC, GA, FL, TN and AL. Additional detail and representative examples from the paid media campaign are included in the resources below. Please reach out to Scott Peacock, Visit NC Director of Marketing & Communications with questions at scott.peacock@visitnc.com or 919.447.7760.

Spring Video Spot Example

Winter Video Spot Example

Spring Audio Spot Example

Winter Audio Spot Example