CASE STUDY
First in Fright
-
Visit NC is the official state-funded tourism entity for North Carolina. They are always looking for new ways to make North Carolina the #1 preferred travel destination in the Southeast among travelers.
-
Haunted tourists represent a highly motivated audience who connect deeply with destinations year-round. But to reach and influence the haunted tourism audience, we need to go deeper into the platforms where people are discovering and being recommended content while still ensuring we are still in pursuit of observing and building on KPIs.
-
A fully integrated content strategy across paid, borrowed and owned platforms showcasing the most compelling creative components of the First in Fright campaign, including a new podcast rich with the haunting tales of the Old North State.
To hear it is to fear it.
The First in Fright podcast explores all things paranormal in North Carolina. 12 episodes share stories behind the strange, giving consumers the supernatural scoop on NC’s scary true tales, unsolved mysteries and urban legends. In 2024, the strategic release of this podcast yielded placement on a Top 50 chart on Apple Podcasts and Top 30 on Spotify.
A haunted hub
A robust First in Fright campaign landing page and strategic system of content housed a variety of trip inspiration, including region-specific itineraries, points of interest and listicles. This content system is built to showcase state-wide destinations and maximize SEO and AEO opportunities.
-
A custom interactive “Haunted Trail” helps to connect the dots, highlighting points of interest and connecting travelers with rich storytelling.
-
Eerie full-width imagery and a custom user-generated social gallery set the scene and allow travelers to truly visualize their creepy retreat to the spookiest state.
-
Custom region-specific itineraries, blogs and points of interest were developed to satisfy consumer curiosity and maximize SEO/AEO opportunities.
Scary good results
51K+
plays across platforms
3,495 +
Spotify followers
133K+
page views on web
14k+
dedicated email leads
CREDITS
Agency: luquire
Mash Ashley – Group Creative Director, Art Direction
Ryan Coleman – Group Creative Director, Copywriter
Rebecca Henderson – Content Strategy Lead, Copywriter
Aliza Rosen – AYR Media/Executive Producer
Nancy Landesberg – Head of Production
Cooper Thornton – Podcast Host/VO
Bronwyn Gruet – Illustrator