Visit Winston-Salem Launches Innovative New Ad Campaign Aimed at Boosting Local Tourism

WINSTON-SALEM, NC (Sept. 26, 2024) – Visit Winston-Salem unveiled its dynamic new advertising campaign at a Brand Launch Party today, Sept. 26, at the Benton Convention Center. The new advertising will attract leisure visitors to the city by showcasing Winston-Salem as a vibrant, welcoming southern city. The campaign presents pairings of experiences that make Winston-Salem, “Twice as Nice” and invite visitors to “Come on In.”

Madden Media, Visit Winston-Salem’s advertising agency of record, detailed the new campaign during a presentation at today’s Brand Launch event.

“Working with the team at Visit Winston-Salem over the last several months to develop this campaign has been a true labor of love for the whole Madden Media team,” said Madden Media President Brett Gordon. “We work with destinations all over the country, and what struck us about Winston-Salem is how genuine and easy-going the people are, and how resilient the city has been over the years. It is one of the most warmhearted, surprising cities we’ve ever experienced, and we’re honored and excited to share its story.”

Winston-Salem president Stephanie Pace Brown said, “Winston-Salem is a city that is firmly rooted in its past while embracing a culture of innovation and creativity. Our new campaign highlights the scope and diversity of our community that make Winston-Salem a great place to visit.”

Why does this matter?

More than ever, the tourism industry is vital to Winston-Salem, with visitors pumping a record $1.05 billion into the local economy in 2023. Visit Winston-Salem’s new campaign is building off this momentum to increase brand awareness and motivate travel to the area. These efforts create economic vitality by enhancing the customer base for our local businesses, supporting jobs, and generating taxes.

“Visit Winston-Salem’s public purpose is to benefit the people who live here,” Brown said. “Our purpose is not to benefit the people who visit — we serve them, and we believe our new campaign will attract them to our city — but the beneficiaries of our work are local community members.”

The new campaign will feature a mix of ads that target travelers in key markets as part of a $1.3 million media buy. The ads were unveiled at today’s Brand Launch Party. They will begin appearing in various mediums (print, digital, and TV) in the coming weeks.

What is the theme of the campaign?

Playing off Winston-Salem’s duality and hyphenated name, the campaign’s primary theme is “Twice as Nice.” The campaign brings this concept to life through a mix of ads that highlight various dichotomies in the city. (e.g., old + new, arts + innovation.) For example, “What happens when you cross historic homes and contemporary art? You get the perfect mix of new and old. It’s twice as nice in Winston + Salem. Come on in.” Click here for samples of how the theme plays out in various mediums. [link to various print, video ads]

Who is the target audience?

Geographically, the campaign is targeting potential overnight guests who live 150-350 miles from Winston-Salem. Within these regions, there are two key segments the campaign is focusing on:

1. Adults who appreciate a refined southern experience, including performing arts, museums, history, scenic beauty, wineries, and high-quality restaurants/outdoor dining.

2. Adults who appreciate experiences including active outdoor adventures, contemporary and public art, eclectic food choices, craft breweries and vivid nightlife options.

What’s the main takeaway?

What do we want people to know (and feel) after seeing the ads? If there’s one emotion we hope to evoke, it’s a sense of being welcomed. Winston-Salem is a warm-hearted destination that will surprise you, inspire you, and welcome you back again and again.

About Visit Winston-Salem

The Forsyth County Tourism Development Authority (FCTDA), dba Visit Winston- Salem, is the o?cial sales and marketing agency for the Winston-Salem/Forsyth County tourism industry. Visit Winston-Salem is charged with developing and implementing initiatives that position the city as an attractive destination for leisure, meetings, conventions, groups, and sporting events. Learn more at VisitWinstonSalem.com

About Madden Media

Madden prides itself on a dynamic approach to destination marketing that blends imagination and curiosity with data-driven insights to kindle meaningful connections between people and communities. The company collaborates with more than 200 Destination Marketing Organizations (DMOs) annually, including notable names like Visit Idaho, Travel Wyoming, Discover Puerto Rico, Grand Canyon West, and Visit Tampa Bay. They believe in not just promoting places, but breathing life into the stories that make each destination unique.

MEDIA CONTACT:

Michael Breedlove, Visit Winston-Salem

Sr. Communications and PR Manager

336.829.0208, [email protected]