When people think 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 strangers. 

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So, when we started working with North Carolina's Crystal Coast, 85 miles of beach and 11 separate waterfront towns, we knew we had something special: A coast that was unknown, in the best way. Here, people can actually spread out in the sand. Find a nice table for dinner. Accommodations that are comfortable for the whole family.

 

And the best part? All the classic beach-vacation-trappings are here too. 

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With a classic 360º campaign, 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.