The Fayetteville Area Convention and Visitors Bureau on Tuesday unveiled its new name and brand identity: “DistiNCtly Fayetteville.”
Along with a new name and logo, the branding campaign includes a new website, DistinctlyFayettevilleNC.com, Randy Fiveash, interim president and CEO, told the roughly 300-plus people who attended the reveal event at the Airborne & Special Operations Museum. “Have you done it 'yette?” is the new brand line, Fiveash said.
The 6 p.m. program took place in the museum’s theater, where Fiveash and his staff presented a high-energy video of a Fayetteville people will want to come to visit.
Fiveash said the branding campaign is the result of a nine-month endeavor, which he referred to as “fruits of nine months of labor” that will dramatically enhance the Fayetteville-Cumberland County community.
“Everything we do is research-based,” he said.
The FACVB mission, he said, is to grow the economic health, improve the quality of life of the community, and enhance the experiences of those who visit the community. Prior to showing the video, Fiveash released figures from Tourism Economics, a global research organization that projects the economics associated with travel and tourism.
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In 2021, travel to Cumberland County exceeded pre-pandemic levels, he said. Fiveash said that 2021 travelers brought $680 million to Cumberland County, sustained 4,560 jobs, created a payroll in excess of $163 million, and produced more than $46 million in tax revenues.
“Our job is to make them (numbers) better, make them higher,” Fiveash said.
The FACVB hired a full-service creative agency that partnered with a public relations agency and a media buying agency. Fiveash said the branding teams were mostly North Carolina agencies and earlier this year put out a request for proposals. From the original 13, the FACVB whittled the selection to six before choosing its branding team.
Mythic is a Charlotte-based full-service advertising and marketing agency responsible for the creative content. The Raleigh-based Eckel and Vaughan is the public relations agency responsible for brand management, and Adams and Knight – responsible for media buying – is based in Connecticut.
It is the first time in 17 years an agency group like this has been put together for a rebranding campaign, Fiveash said.
