The campaign, tagged “For Real,” is running across a mix of state and DMA-level targeting along the Eastern Seaboard and select Midwestern states.

The creative was done by the Luquire agency. Picture North is the production house. The campaign promotes both the state and outdoor etiquette.

In 2022, 43 million person-trips were taken in North Carolina and the state ranked No. 5 in the U.S. in terms of domestic visitation, according to a Visit North Carolina study.

Glen Hilzinger, Luquire’s Chief Creative Officer, told Agency Daily: "This campaign is designed to target vacation planners in their moments of decision with topics that are relevant to their particular interests. Those thinking of a summer trip to the mountains? We have a message for them. A winter trip with family? We have a message tailored to them as well. All done with provocative creative executions designed to get them to reconsider their regular "go-to" vacation ideas for an unforgettable, authentic experience.”

More than 40 locations and attractions in 20 counties were included in the effort. Spots include lines such as: “Elsewhere, the only lighthouse travelers see in on a bag of potato chips,” which is imposed over an image of the Bodie Island Lighthouse in the Outer Banks.

Plus, Outdoor NC built on the “For Real” momentum to encourage travelers to preserve the state’s natural resources for years to come.  

To underscore that point, one ad show a couple that casually walks across all the home’s furnishings, followed by a voiceover encouraging visitors to “Stick to the Trails” to protect animal and plant habitats.

The Outdoor NC campaign also includes paid social, paid search, digital, out of home, display and custom content.

The “For Real, Visit NC” campaign will run year-round. Organic content will be tailored to specific audiences to enhance North Carolina’s authentic and distinct experiences.