Cabarrus County CVB Puts Area Residents in the Spotlight with New Marketing Campaign Promoting Travel to the Region

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New webisodes, ads and social posts feature real residents from local businesses and attractions 

CONCORD, NC (May 15, 2017) – The Cabarrus County Convention and Visitors Bureau recently unveiled “People of Cabarrus,” a brand-new marketing campaign that spotlights residents and business owners in the region to rev-up visitation and reveal the wide variety of attractions available in addition to motorsports. Cabarrus County includes the following municipalities: Concord, Harrisburg, Kannapolis, Midland and Mount Pleasant.

The “People of Cabarrus” campaign is based on a video series featuring local personalities from a wide range of categories that  visitors might interact with while in Cabarrus County: from whiskey distillers to jewelry makers to hotel staff to motorsport experts.  These videos will appear on Hulu, Connected TV, across the Cabarrus County CVB’s social channels, and will be available on the CVB’s YouTube Channel.

As Cabarrus County grows, so do its attractions and its appeal. Whether it’s nearby millennials looking for a new weekend getaway or families hungry for kid-friendly adventures, the new marketing campaign focuses on local attractions and activities for a wide variety of travelers.

“We’re fortunate to have a community full of talented, friendly people who create an outstanding visitor experience and keep our tourism industry thriving,” said Cabarrus County CVB President and CEO Donna Carpenter. “Our research shows that visitors return to the area because of the quality of customer service they receive during their stay in Cabarrus County, so it made sense to make these all-stars within the region the stars of our marketing campaign. Who better to boast about our burgeoning craft brewing community than the brew masters themselves?”

These videos were concepted and created by local Charlotte agency Eric Mower + Associates.

Spurring the new marketing campaign were the recent statistics from the U.S. Travel Association* about the county’s rise in popularity:

  • Cabarrus County ranks 12th in travel impact among North Carolina’s 100 counties
  • Domestic visitors to and within Cabarrus County spent a record $411.58 million in 2015, an increase of 2.9% from 2014
  • The travel and tourism industry directly employs more than 4,320 people
  • Total payroll generated by the tourism industry in Cabarrus County was $92.97 million
  • State tax revenues totaled $23.55 million and local tax revenues totaled $7.18 million from travel to Cabarrus County

The Cabarrus County CVB launched “People of Cabarrus” during the 34th annual National Travel and Tourism Week (May 7-13), which unites communities across the country to celebrate what travel means to American jobs, economic growth and personal well-being. The theme of this year’s NTTW, “Faces of Travel,” shines a spotlight on the people that make up America’s travel industry and tied in perfectly to the CVB’s new campaign that brought the theme to life on a local level.

Cabarrus County CVB invites people to recognize other exceptional hospitality professionals or just cool locals that visitors should know by tagging @VisitCabarrus on social media and using the hashtag #PeopleOfCabarrus.

About the Cabarrus County Convention and Visitors Bureau
As a destination marketing organization, the CCCVB is dedicated to promoting Cabarrus County as a visitor destination and enhancing the complete visitor experience. We also represent and support the interests of the local tourism industry and promote public awareness of the importance of tourism. For more, visit or find us at and @VisitCabarrus on Twitter and Instagram.

*“The Economic Impact of Travel on North Carolina Counties 2015”—a study prepared for Visit North Carolina by the U.S. Travel Association.


Media Contact:
Maura Duggan
Eric Mower + Associates
(716) 880-1407