Unveiled on June 14, 2021, “All in North Carolina” is the national advertising campaign that strongly positions the state as the place where diverse minds connect and thrive.
Launched by the Economic Development Partnership of North Carolina (EDPNC), “All In North Carolina” advertising campaign would like to send the central message that stresses the vast opportunity and diversity of place, people, businesses and industries North Carolina offers. The message itself is aimed to deliver to the key markets of business relocation decisionmakers and mobile workforce talent.
Focused on increasing awareness and choice of North Carolina as a place where diverse businesses and workforce talent can thrive, the campaign’s signature video features Jaki Shelton Green, North Carolina’s first African American Poet Laureate.
The “All In North Carolina” advertising video campaign beautifully capture the many types of people who live and work in North Carolina. Green’s narration refers to the state’s Nobel laureates, poet laureates and baccalaureates, glassblowers and glass-ceiling breakers, brainiacs and extreme sports maniacs, dancers and take-a-stancers, and more.
The “All In North Carolina” advertising campaign is designed to help remedy that through its highly targeted, creative and memorable messaging that brings to life assets including the state’s natural beauty, high quality of life, mix of urban and rural settings, affordability, business-friendly tax climate, educational ecosystem, spirit of innovation, and more. The campaign also strongly positions the state as the place where diverse minds connect and thrive.
Created by Mythic, a marketing and advertising firm based in Charlotte, the “All In North Carolina” advertising campaign is planned to runs through the end of the year and relies primarily on highly targeted digital media properties to support lead generation for the EDPNC’s business recruitment efforts. The campaign will run via streaming video, digital display advertising, print, and social media.
According to EDPNC, North Carolina offers a very strong value proposition for businesses considering relocation or expansion. And this is being recognized in the media and the site selection community. However, relative to the states North Carolina compete with most often, its top-of-mind awareness and consideration among the key audiences of corporate executives, location consultants, and mobile workforce talent is low.
Coming out of the pandemic, EDPNC also see a great opportunity to attract newly remote workers to relocate to North Carolina.