The Results
The takeaways from DCI's research for all tourism stakeholders in Wake County
About Brand Raleigh
The Greater Raleigh Convention and Visitors Bureau (CVB) retained Development Counsellors International (DCI) in Sept. 2023 to reassess the destination's brand strategy. Over a seven-month project engagement, DCI ultimately prepared a well-researched Raleigh, N.C., Destination Brand Manual that provides messaging guidance and new strategic recommendations for the CVB in promoting Raleigh/Wake County as a destination for the several years ahead.
The Greater Raleigh CVB, as the official destination marketing organization of Raleigh and Wake County, accelerates sustainable economic growth and development by increasing visitor and convention business. To optimize the Bureau's mission through more effective marketing, the destination brand strategy reassessment revisits internal and external customer opinions about the Raleigh area as a destination then suggests even better storytelling approaches that ring true locally while also taking advantage of competitor weaknesses (to perfect our promotional sweet spot externally).
The Comprehensive Project to Rearticulate Raleigh, N.C.’s Destination Brand
Prior to crafting the new Destination Brand Manual for the Greater Raleigh CVB, extensive research was conducted to help reveal opinions and understand priorities from various internal and external perspectives. A DCI-led assessment of interview, focus group and survey results revealed marketing communications opportunities, destination competitor weaknesses and, most importantly, underlying commonalities within the data about prospective promotion for our destination.
Simultaneous to new market research being undertaken, various marketing communications/materials deployed by the CVB under heretofore existing brand strategies were analyzed by DCI. Through thoughtful dissection, tactical recommendations to enhance and deliver a more competitive brand platform across future CVB materials—cross-referenced to prevalent themes emerging through the quantitative research—were identified.
Moving forward, DCI continues to recommend that our destination name include "North Carolina" after "Raleigh," or that a shorthand identifier of "Raleigh, N.C.," or "Raleigh" be used to represent all of Wake County (its 12 cities/towns). Other overarching statements distilled and rearticulated by DCI during the 2023‒2024 brand reassessment project are outlined as follows:
Destination value proposition
Embark on a journey across a mosaic of 12 vibrant cities and towns in Raleigh, North Carolina. From mouthwatering food to soul-stirring music, to scenic parks and captivating culture, Raleigh caters to both the seeker of the extraordinary and the connoisseur of the unconventional. Thanks to our modern take on Southern hospitality, every moment in Raleigh is an invitation to be wowed.
Destination brand promise
Raleigh stands as the intellectual, cultural, culinary and innovation hub of North Carolina. It's a cool capital city with diverse offerings spanning food, live music, sports, arts and the scenic outdoors. Visitors will be met with Raleigh's kindness, charm and local flair—a unique take on Southern hospitality that promises elevated experiences.
