North Carolina’s Crystal Coast is out with a new campaign from agency FerebeeLane positioning it as the “Uncrowded Coast.”  

According to agency most family vacation advertising is as noisy and cluttered as the family destination vacation spots it’s designed to promote.   

Agency research shows that most families want getaways where they can relax and connect in meaningful ways that are often thwarted by well-known and overly crowded destinations.   

The agency drew on those dynamics to build a campaign where the creative is intentionally quiet, including a TV spot that displayed the calm beauty of the area’s beaches with imagery and graphics (not narration) and a radio spot focused on the sounds of waves.  

Print and digital carry similar messages, tailored to specific audiences, served to geo-targeted locales like Washington DC, Philadelphia, New York City, Pittsburgh, Cleveland, and Raleigh/Durham.  

According to the agency the media strategy leverages a consolidated programmatic approach to deliver a comprehensive, full-funnel plan—enabling cross-channel insights, real-time optimizations, and cohesive storytelling across digital, traditional out-of-home, and targeted print channels.

Targets include moms for spring break, couples and retires during the fall, as well as people recently moving to the region.   

Plans to reach new audiences in expanded regions are also in the works.