Breaking in August on network TV, a COVID-era tourism campaign by the Fayetteville Area Convention & Visitors Bureau builds on the to...
Breaking in August on network TV, a COVID-era tourism campaign by the Fayetteville Area Convention & Visitors Bureau builds on the town’s military, can-do spirit. Titled “A Special Place,” the work is by advertising agency The Republik, Raleigh. It is the client’s first-ever broadcast advertising.
Fayetteville’s people are military: active military, family or retired. Nearly all have known adversity and that is how they view the pandemic, as an adversity to be dealt with, not imagined away. That spirit informs the “Special Place” campaign.
The creative is a black-and-white video montage of pre-and-post COVID Fayetteville and historic military footage. It opens on a downtown storekeeper unfurling a flag on an empty street. Following are scenes of anxious military departures, joyful victory celebrations, and in between, life, keeping on. The VO closes: “Our very unity echoes from challenges faced and overcome. Even as we stand apart, this is a special place.” The unspoken message is that in Fayetteville you will experience a culture that will not be defeated by the pandemic.
The TV will run in markets from NY State to Ohio to Virginia, on network programming targeting young families and retirees.
Client: Fayetteville Area Convention & Visitors Bureau, Cumberland County, N.C.
Agency/Prod. Co.: The Republik, Raleigh, N.C.
ECD: Robert Shaw West
ACD/AD: Matt Shapiro
Sr. AD/CW: Luke Rayson
CW/Strategic Director: Dwayne Fry
CW: Neil Henson
Dir./Prod./Editor: Mark Scoggins
DP: Damon Butler
Key Grip: Trevor Underwood
ABOUT THE FAYETTEVILLE AREA CONVENTION & VISITORS BUREAU
The Fayetteville Area Convention & Visitors Bureau, based in Cumberland County, N.C., is a private, not-for-profit organization responsible for positioning the county as a destination for conventions, tournaments and individual travel. www.VisitFayettevilleNC.com
ABOUT THE REPUBLIK
The Republik is a Raleigh-based, employee-owned advertising/branding agency. Other clients include the Bayer, Hilton Curio Collection, International Zinc Association, Organic Transit, Modern Surfaces, FHI (Frieght Handlers Incorporated), Hanwha L&C Surfaces, Alamo Drafthouse, 21c Museum Hotel, Boy Scouts of America Occoneechee Council, First Flight Venture Center and The Franklin.