The Greenville-Pitt County Convention & Visitors Bureau (Visit Greenville, NC) is appointing French/West/Vaughn (FMV) as the group's new agency of record after 31 years.
The previous agency, Adams & Longino (A&L) Advertising, was acquired by Igoe Creative in January. But with A&L's president Charlie Adams and vice president Jamie Jacobson retiring from much of the day-to-day work, the tourism group decided to review agency options.
Under the remit, FWV will work with Visit Greenville, NC on the development of a new creative campaign to reach so-called "leisure audiences" and drive overnight visitors to the area, along with campaigns targeting business meeting planners and sports events organizers.
FWV will also handle media planning and buying duties for all three targeted audiences.
There is burgeoning opportunity within the 90,000 community. While other NC cities develop strong visiting hooks, like Asheville and beer, Greenville's reputation is more nebulous. The college town's generic tagline has been "Find Yourself in Good Company."
One likely tourism message would center around the region's increasing number of "unique, locally-owned" businesses, galleries, shops and restaurants.
“Greenville is a thriving cultural, educational and medical hub of Eastern North Carolina,” said Natalie Best, Principal/COO, FMV.
The area currently ranks as the 11th-most-populous city in North Carolina and is home to East Carolina University and Vidant Medical Center. It is located about 85 miles east of the state capital of Raleigh and 87 miles west of the Atlantic Ocean.
Domestic visitors to and within Pitt County spent $246.72 million in 2017, an increase of 6.62% from $231.40 million in 2016, according to Visit North Carolina. Pitt County experienced the fourth-largest increase in visitor spending out of all of North Carolina’s 100 counties in 2017.