2024-25 Marketing Plan
The FY 2024-2025 JCVB Marketing Plan outlines the Bureau's approach to enhancing tourism and maximizing visitor engagement in Johnston County. The plan begins with a focus on leveraging data from new tools like Placer.ai to better understand visitor behavior and target key markets. Marketing campaigns are tailored around five core experiences: accommodations, shopping, outdoor recreation, culinary travel, and arts & entertainment. A central theme, "Simply Enjoy the Journey" weaves through the plan, highlighting Johnston County as an ideal stop to discover and explore. This year the Bureau staff have placed renewed focus on integrated marketing efforts - including print, digital, and social media - alongside partnerships with VisitNC (the state tourism office) and content creators to boost reach.
The plan also dives into group and leisure travel, prioritizing initiatives to attract overnight guests along key travel corridors like I-95 and I-40. It incorporates efforts to support local events, promote heritage and outdoor attractions, as well as expand promotion of themed and recreational trails in the county. It includes campaigns like "Hiking Through History" and "Shop Along the Way," spotlighting diverse visitor experiences. New advertising avenues, such as TV video ads and targeted podcast placements, will enhance outreach in primary markets. The Bureau’s measurable objectives include increasing web traffic, engagement rates, and campaign ROIs to ensure continued growth in tourism impact.
Partners will find detailed sections on collaboration opportunities, including grant funding for festivals and capital projects. The plan also highlights infrastructure developments, like new hotels and parks. Insights into budget allocation reveal a focus on data-driven decision-making, adaptability to shifting travel trends, and a commitment to supporting local businesses and attractions. This comprehensive approach aims to solidify Johnston County as a premier destination while fostering long-term tourism development.
