• by Fern Siegel , September 16, 2024

Salem, Massachusetts, is known for its witches and haunted legacy. But North Carolina?

The Southern state claims its share of horrors, illuminated in "First in Fright," a new campaign developed by its creative AOR Luquire. The campaign launches Friday 13th across the Visit NC homepage, as well as OOH and paid social, with additional podcasts beginning Oct. 1.

“First in Fright” is singular — a usable, digital trail that connects North Carolina’s eeriest sites, encouraging horror fans to explore scary destinations. In addition to the trail and microsite, Luquire produced an eight-episode podcast series that dives deep into the state's creepiest tales.

From “Paranormal Places” to “Carolina Cryptids,” each episode explores a spine-chilling legend and unsolved mystery. The first four episodes are available on the Visit North Carolina site here.

But “First in Fright” isn't just for the Halloween crowd — it promotes such experiences year-round.

“North Carolina has always been known for its rich history, beautiful landscapes and unique cultural experiences, but we wanted to tap into a new adventure that showcases the state’s spookier side,” said Glen Hilzinger, Partner-Chief Creative Officer at Luquire. "The concept of 'First in Fright' gave us a unique opportunity to blend storytelling with experiential travel, allowing visitors to discover North Carolina in a way they never have before.”