Charlotte Regional Visitors Authority (CRVA) Campaign
For the Charlotte Regional Visitors Authority (CRVA), these two unused creative concepts evolve the city’s brand campaign to position Charlotte as a four-season destination where memorable moments are created and shared. Built around the insight that people remember trips most by the meals they share, the concepts highlight Charlotte’s emerging culinary scene alongside arts, culture, outdoor adventure and inclusive experiences.
Agency: Wray Ward, CEO and Chief Creative Officer: John Roberts, Insight Strategist: Buffy Kelly, Senior Writer: Findley Strange
CONCEPT 1
The concept, “Fill Your Cup With Charlotte,” invites travelers to pour their way through the city, from James Beard Award–nominated restaurants and vibrant concerts to rail trails and riverside gatherings.
The concept was brought to life through a vision board, supporting visuals and spread ad mockups for two core audiences: leisure travelers and meeting/event planners. Visuals for concepts were created with Discord.
CONCEPT 2
This campaign leans into Charlotte’s unique ability to blend culture, cuisine, music and lifestyle into one irresistible offering. The statement, “Charlotte has a lot to satisfy any craving,” turns the idea of travel into a playful, appetite-driven experience. It positions the city as a place where every desire, whether culinary, cultural, or creative, is served up with a surprising and satisfying twist.
The concept was brought to life through a vision board, spread ad mockups, meta social ads and meta stories for two core audiences: leisure travelers and meeting/event planners.
