The new Charlotte Regional Visitors Authority tapped Boone/Oakley, Charlotte, NC, as its first advertising agency of record.
Sixteen agencies responded to the request-for-proposal process, five were reviewed and two made the final round. Boone/Oakley won on target research and spec creative submitted.
The Charlotte Regional Visitors Authority was born of the merger between the Auditorium-Coliseum-Convention Center and Visit Charlotte, the city's convention and visitors bureau.
Boone/Oakley's ads will target meeting planners and marketing executives for positioning Charlotte as a convention location. The marketing also will reach out to North Carolina's tourists and those beyond the state's borders.
The media plan covers the Internet, direct mail, print, outdoor, radio and guerrilla marketing.
Boone/Oakley also handles advertising for clients such as Continental Tire, NASCAR, MTV2, Paramount Parks, SciFi Channel, Brixx Wood Fired Pizza and Dialog Communications.
