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Guest Presentation <br /> The bureau ' s ad agency Clean Design attended the board meeting to introduced our new campaign "just do you " . They <br /> showed the board unique ads in print, digital and social but would like the board to keep in mind that all these ads can <br /> be used across all platforms . With the campaign they will : Capture the progressive, welcoming spirit of Chapel Hill and <br /> Orange County; embrace the individual while allowing people to picture themselves here ; recognize our diverse <br /> audience members and their range of interests; promote experiences the area offers rather than solely focusing on <br /> business; achieve balance between Chapel Hill , Carrboro , and Hillsborough . Orange County has been removed from the <br /> logo . The team showed several examples of print ads, rich media digital ads, digital banner ads, Facebook news feed , <br /> Facebook slide ads, and Instagram carousel ads . To display a concept, several interest- based itineraries will be created <br /> that can be pushed out through Facebook Canvas ads and displayed on the VisitChapelHill . org website . Just Do You <br /> itineraries would include : Just Do . . . Food and Drinks, History, the Nightlife, the Classics, the Arts, the Outdoors, the <br /> Unexpected , and Just say I Do ( weddings ) . They will develop mini -doc videos which will be human interest stories that <br /> show the power of a place where you can "just do you " . They will identify places shown in photo to the extent that the <br /> copy can remain clean and have simplified the tag as requested by the Visitors Bureau board . The logo will be all three <br /> towns on a field of blue . The photos in the presentation are place holders, all new photography is planned . They are <br /> bringing in a secondary color pallet that we did not use in the past; the colors are orange and green to represent Orange <br /> County . Penny Rich mentioned the lack of diversity in the photos displayed and Clean Design assured the board that <br /> that would not be the case in the new photos taken for the campaign . The media mix for this campaign originally <br /> presented was 31 % digital , 30% place - based , 19 % print, 12 % social and 8 % search . The updated mix will be 31 % digital , <br /> 19 % print, 13 % experiential , 12 % social and 8 % each for search , meetings & groups and website . A campaign timeline <br /> was presented which showed the media strategy focus for each of twelve months . They have partnered with a research <br /> vendor to better understand our target audience , identify existing perceptions of Chapel Hill , uncovering barriers that <br /> any potential visitors may have . The audience of the research will be past visitors, potential visitors and alumni . The <br /> survey and alumni poll was launched this week and will be ongoing for eight weeks with a full report available in early <br /> June . The next steps for the campaign will be to develop campaign assets including photography and video , finalize <br /> media flow chart, evaluate research findings and launch the campaign . <br /> Executive Directors Report <br /> Laurie Paolicelli shared with the board that our Website Coordinator, Tina Fuller will soon begin working with a drone <br /> videographer . We heard great reviews from visitors about commencement . The Visitors Center was very busy this <br /> month . Manish Atma is going to buy the Sheraton and do renovations . Patty is working with influencers and is also <br /> readying the new version of the neighborhood guide for publication . Marlene is getting a significant number of leads <br /> from Connect and the tradeshows she has been attending and has recently taken charge of our merchandise line . She <br /> and Patty will attend a fundraising event at the Angus Barn featuring Mack Brown . Laurie will be away at a conference <br /> and will not attend the June meeting . Marlene will lead the meeting and bring in a guest from Expedia to talk about <br /> supply and demand locally for our hotel products . <br /> New Business / Roundtable <br /> Chair Carey acknowledged all for updates in their respective fields : <br /> • Mark Bell reported that May is Hillsborough ' s busiest month of the year . They just completed the garden tour . <br /> Coming up they have the last Friday Concert Series, the Artwalk and the historic Moorefields Gala . <br /> • Libby Hough shared that the Orange County Library is having their first comet fair and other events that she <br /> offered posters about to the hoteliers present as well as the visitor' s center . <br /> 2 Page CHOCVB BOD Meeting May 15 , 2019 <br />