B/O Doesn't Shout About 'Shhharlotte'
March 04, 2005
By Jim Lovel
ATLANTA Boone/Oakley has launched its first campaign for the newly formed Charlotte Regional Visitors Authority, the shop said.
The print effort includes full- and half-page ads in trade and consumer publications that began running in March and April issues. The trade buy includes Association Management, Black Meeting & Tourism, Convene, Executive Update, Forum, Religious Conference Manager and Trade Show Week. Atlanta and Cincinnati magazines, Georgia Living, North Carolina Living, Roam and South Carolina People & Places are among the consumer periodicals on the media schedule. Tagged "Shhharlotte," each ad depicts different people urging others to be quiet about the city's attractions. "Keep it to yourself" is the headline of each print piece.
"There's a city not too far away that's quietly making a name for itself with its hopping nightlife, to-die-for dining, pro sports and acclaimed shopping," the copy reads. Text refers people to a toll-free number and a Web site for more information. Ads include photos of people dancing in a club, dining, playing golf and shopping.
The independent Charlotte agency won
the account last year in a review that included 16 regional shops.
Annual billings were not disclosed. The CRVA was created last year by
the merger of the Auditorium-Coliseum-Convention Center Authority and
Visit Charlotte, the city's meeting and
visitors bureau.
