Charlotte’s Charms Are Accented

The new accent of the South is the theme of Anderson Advertising’s kick-off campaign for the Charlotte Convention and Visitors Bureau.

“The campaign allows us to be creative in getting our message across to a national audience,” said Melvin Tennant, the bureau’s chief executive officer. “It also gives us an opportunity to incorporate these images locally as well.”

The Charlotte, N.C., agency’s print and broadcast work—promoting tourism and convention business in the rapidly developing but low-profile North Carolina metropolis—breaks this month and runs through the rest of the year.

Print ads will appear in national consumer and trade publications. Direct mail supports the advertising.

“Our challenge was to create a menu for Charlotte,” said Mike Scardino, Anderson’s creative director. “The next step is to form a personality that is consistent from top to bottom and stick with it.”

Charlotte’s “menu” consists of a series of “Accent on” print executions showcasing the city’s international airport, hotel rooms, exhibit space, cultural attractions, sports venues and other amenities. Each “Accent” is headlined and illustrated with a different theme.

“According to our research, people are clearly not aware of all that Charlotte has to offer,” said Nat Brookhouse, general manager of Anderson.

Anderson won the business after a review that began last fall. The competition included a number of undisclosed local agencies.