Discover Durham
“Do It In Durham” Campaign
Video | Display | Native | Social | Lead Gen
Discover Durham is the Bull City’s biggest fan—and its dedicated destination marketing organization. Working alongside the DMO’s stakeholders, we conceived and executed a full-scale digital campaign designed to give those looking to make travel plans a taste of everything Durham has to offer. To do so, we intermingled the sights and sounds of the city’s culture with playful, cheeky copy, inviting visitors to Do It in Durham however they like.
Responsibilities:
Copywriting | Creative Direction | Scripting | Content Strategy | Client Pitching/Presentation | Storyboarding | Concepting
Video (:30)
Working with a Durham-based production company, we conceived, storyboarded and produced a digital-only commercial that takes viewers into the heart of the Bull City. While showing them the sights and sounds of Durham alongside playful copy and scripting that highlights the city’s vibe.
Social & Display Ads
Alongside the video, we utilized photography captured during the shoot and client-provided images to develop paid display and social assets targeted interest-based audiences and those currently making travel plans. With each, we highlighted key pillars of the DMO’s master marketing plan for Durham: Food & Bev, Things To Do, Minority-Owned Businesses, and History & Culture.
Awards
2023 Silver Triangle ADDY, Elements of Advertising - Copywriting
2023 MARCOM - Best Digital Video
