The document outlines the creative development process from idea to execution, emphasizing goal setting and the creation of a creative brief. It discusses a case study on evolving the North Carolina tourism brand, aiming to foster deeper connections through its diverse attractions. The focus is on measuring success and appealing to a specific upscale demographic to increase visitation and market share.

1. The Creative Development Process
From idea to execution
and all the irrelevant stuff in-between
20th
NOV.

3. Set
goals
Discovery
Crea1ve
Brief
Concept
Develop
Final
approval
Produce
Launch
Creative Development Process

4. Set
goals
Discovery
Crea1ve
Brief
Concept
Develop
Final
approval
Produce
Launch
Creative Development Process

5. Creative Brief
Accomplish what?
Measure how?
Convince whom?
What’s the ONE THING?
Believable because?
Sound and feel how?

6. Case Study | Evolving the North Carolina Tourism Brand
Deeper Connections
Is about finding that next level where visitors
more deeply connect
With vast, tranquil beaches, miles of tightly clipped
fairways, relaxing mountains, vibrant cities and hundreds
of fun-filled excursions, North Carolina provides an ideal
atmosphere to create “deeper connections” with places,
friends, family and yourself.

7. Creative Brief
Accomplish what?
Measure how?
Convince whom?
What’s the ONE THING?
Believable because?
Sound and feel how?
Increased visitation
Inquiries, visitation, market share
Upscale women, 35 – 54 in VA, SC, FL,
GA, NY, PA, MD, TN
Deeper connections
Restful relaxation in a setting of genuine
beauty inclusive of places, personalities,
culture, history and activities
Genuine. Smart. Moving.

21. Know what you’re really selling.
It’s probably not a wheel.