JOHN MACALUSO
Narrative Writer
Creative Strategist
Bestest Friend
INTRODUCING TRAVELERS TO THE UNCROWDED COAST
THE PROBLEM:
When moms think family beach vacations on the East Coast, they think The Hamptons. Jersey Shore. Outer Banks. Hilton Head. Myrtle Beach. Most of Florida... The problem? Those beaches are less of an escape, and more of a chance to share family time with a bunch of friggin' strangers.
THE INSIGHT:
North Carolina's Crystal Coast EXISTS: 85 miles of beach and 11 separate waterfront towns. A coast that was unknown, in the best way. Here, families can actually spread out in the sand. Find a nice table for dinner. And even book accommodations that are comfortable and close to all the fun.
THE IDEA:
With a paid-driven campaign featuring audience-specific sales-funnel targeting, we encouraged North Carolinians to visit the 'beach in their backyard'—while also appealing to Northerners tired of fighting for space in the sand. And at the heart of it all, we focused on what beachgoers were truly craving:
Space to themselves.
