Orange County NC Website
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0 Shoulder months are December, January and July. <br />0 Slightly more than 1300 hotel rooms; 1,000 are located in Chapel Hill. <br />0 Flagships such as Siena, the Carolina Inn, Sheraton and the Franklin Hotel (to open late <br />0 2006); mid-size properties include the Hampton Inn, Holiday Inn, Courtyard by Marriott; <br />0 Residence Inn Marriott (to open late 2006); Days Inn, Holiday Inn Express; Microtel. <br />0 More than 300 restaurants, ranging from southern nouvelle cuisine, Italian, barbecue, <br />French and many restaurants who boast the use of local organic farmers. <br />Current Creative Platform <br />0 In 2005 the Visitors Bureau created a new logo using a black drawing of three key <br />buildings in the three towns with the name Chapel Hill leading, followed by the name <br />Orange County. Logo colors are Orange and dark gray. <br />0 Although the logo should not be changed; it can be evolved to include (one idea only), <br />the town's names added to letterhead, the North Carolina mark added; or even travel <br />photos down the edge of letterhead. <br />0 The website, www.chocvb.org was updated earlier this year to mirror the same look and <br />feel of the logo. A new URL and website design is currently being reviewed. <br />0 The Visitors Bureau is committed to produce a visitor guide and dining information; a <br />countywide map; tradeshow booth, supporting brochures such as event guides and <br />Meeting Planners' Guide. Eventual plan is to have all pieces reflect new concept. <br />0 This RFP seeks agencies that are interested and capable of these two deliverables. This <br />RFP does not call for a SPEC campaign. <br />Creative Development <br />The Chapel Hill/Orange County Visitors Bureau seeks an updated creative campaign, with a <br />central design and call to action that encourages travel to its three towns: Chapel Hill/Carrboro <br />(neighboring cities with similar attributes) and Hillsborough, NC twelve miles down the road, <br />offering a similar but different experience for the visitor. <br />A recent research study (a copy of which can be seen at <br />http://www.chocvb.org/visitor/104/Visitor-Profile-2006 and shows that visitors and non-visitors <br />are drawn to greater Chapel Hill for its friendliness, University environment, safety, and relaxing <br />environment. Visitors like to relax in the Chapel Hill communities. This includes "being <br />themselves," exploring the greenery, walkability and southern <br />food. Visitors like to people-watch, stroll, loaf, and enjoy the ambiance, which is described as <br />easy going, relaxed, historic, educational, and welcoming. Similarly, visitors were drawn to <br />Hillsborough for its shopping, antebellum homes and friendly residents. <br />Creative Requirements <br />Concept, layout and creative deliverable should be geared towards key learning's in 2006 <br />Visitor and Non-Visitor research study. Campaign elements must be built-off this data. <br />Creative theme that can be launched through an on and off-line campaign solution (off-line <br />media placements will be limited to state affiliation projects and spot-buys placed in-house.) <br />On-line Execution; Agency experience should entail: <br />0 Web marketing assessments <br />0 Audience analysis <br />0 Competitive research (on line competition will be different than off-line competition); <br />0 Recommendations for putting technology in place to help the Visitors Bureau track the <br />0 effectiveness of different channels and campaigns