The Carrboro Tourism Development Authority (CTDA) launched the 'Visit Carrboro' initiative on November 5, 2020, aimed at promoting tourism in the town. The initiative includes developing a comprehensive digital presence, such as a website and social media, while emphasizing local shopping and dining during the COVID-19 pandemic. Collaboration among local organizations played a key role in the initiative's execution, with various creative elements designed to convey the town's welcoming spirit.

1. Visit Carrboro Launch Event
Carrboro Tourism Development Authority (CTDA)
Thursday, November 5, 2020
CTDA Chair Donald Strickland and CTDA Member Dan Mayer

2. Overview
CTDA Charge: To promote travel and tourism in the Town of Carrboro.
Objective: Develop a suite of new assets to better target tourists, including
a website, photography, videos, and social media.
Deliverable: “Visit Carrboro” - an initiative of the CTDA designed to convey
the Carrboro “feel free” spirit while targeting tourists and increasing (safe)
local shopping, dining, and lodging revenues.
Consideration: The global pandemic, public health, and the Covid-related
business/travel restrictions.
Process: Strategy, Substance, Style

3. Process | Strategy
Strategy
• Research
• Visitors
• Audience
Substance
• Value
proposition
• Brand
script
• Key
messages
Style
• Assets
• Elements
• COVID
Launch
Nov 5
• Release
• Forum
Nov 6
• WCHL
Nov 7
• Table

4. Process | Substance
Strategy
• Research
• Visitors
• Audience
Substance
• Value
proposition
• Brand story
• Key
messages
Style
• Assets
• Elements
• COVID
Launch
Nov 5
• Release
• Forum
Nov 6
• WCHL
Nov 7
• Table

5. Process | Style
Strategy
• Research
• Visitors
• Audience
Substance
• Value
proposition
• Brand
script
• Key
messages
Style
• Assets
• Elements
• COVID
Launch
Nov 5
• Release
• Forum
Nov 6
• WCHL
Nov 7
• Table

6. Website | VisitCarrboro.com

7. Website | Story

8. Website | Map

9. Website | Itineraries

10. Website | Video

11. Website | Photos

12. Website | Explore

13. Website | Digital Map

14. Website | Itineraries

15. Website | Itineraries

16. All Visit Carrboro creative elements were designed and coordinated by local organizations: Project
management by the Carrboro Business Alliance with strong collaboration with the Town of Carrboro,
website design by Carrboro Creative, photography by David Jessee and Tom Simon, videos by I-40
Films, original logo design by The Splinter Group, merchandise coordinated by The Merch, historical
consultation by Richard Ellington, and historical photos by The Watts Collection.

17. Strategy
• Research
• Visitors
• Audience
Substance
• Value
proposition
• Brand
script
• Key
messages
Style
• Assets
• Elements
• COVID
Launch
Nov 5
• Forum
Nov 6
• WCHL
Nov 7
• Table
Process | Launch

18. Visit Carrboro Launch Event
Carrboro Tourism Development Authority (CTDA)
Thursday, November 5, 2020
CTDA Chair Donald Strickland and CTDA Member Dan Mayer