Luquire and Visit North Carolina Launch "First in Fright" Campaign for Spooky Season

by: Dabitch, Sep 13 2024 - 10:29pm

North Carolina is widely known for its rich history, breathtaking landscapes, and cultural experiences, but it also holds the title as one of the spookiest places on Earth. With a long-standing history of ghostly legends, witch tales, and cryptid sightings, the state is home to numerous eerie landmarks that attract fans of the paranormal year-round. As we approach spooky season, Visit North Carolina, in partnership with creative agency Luquire, has launched a new campaign titled “First in Fright,” which taps into the state's haunted heritage.

From old legends of ghosts, witches and cryptids to modern-day encounters with the unexplained, the state has some truly eerie landmarks that are hot spots for paranormal activity.

The “First in Fright” campaign is much more than just another haunted attraction or ghost tour. It features a digital trail connecting some of North Carolina’s most haunted and spine-tingling sites. This user-friendly resource is designed for thrill-seekers looking to explore the state’s eerie locations. In addition to the digital trail and accompanying microsite, the campaign includes an eight-episode podcast series that delves into the most chilling tales of North Carolina’s past.

Episodes cover a range of supernatural topics, from “Paranormal Places” to “Carolina Cryptids.” Listeners can tune in to hear about the state’s creepiest legends and unsolved mysteries, with the first four episodes already available on the Visit North Carolina website. These episodes offer an exciting preview of the eerie adventures that await travelers.

While fall remains the peak of spooky season, paranormal tourism has grown into a year-round trend for horror enthusiasts. With that in mind, “First in Fright” aims to maintain interest in North Carolina’s haunted sites well beyond October. Visitors can embark on a full mountain-to-coast road trip or opt for regionally focused itineraries, exploring the mountains, Piedmont, or coastal areas based on their interests.

The campaign officially kicks off on Friday, October 13, with features on the Visit North Carolina homepage, out-of-home advertising (OOH), and paid social media promotions. Additional podcast episodes will be released on October 1.

“'First in Fright' brings together our most eerie and mysterious destinations into a cohesive, year-round experience that travelers can enjoy any time of the year,” said Scott Peacock, Director of Tourism Marketing & Communications at Visit North Carolina. “This campaign allows us to promote all three of our distinct regions—the mountains, Piedmont, and coast—under one thrilling, unified theme."

“North Carolina has always been known for its rich history, beautiful landscapes, and unique cultural experiences, but we wanted to tap into a new adventure that showcases the state’s spookier side,” said Glen Hilzinger, Partner and Chief Creative Officer at Luquire. "The concept of 'First in Fright' gave us a unique opportunity to blend storytelling with experiential travel, allowing visitors to discover North Carolina in a way they never have before.”