Belmont Tourism Authority
Belmont Tourism Authority, which manages tourism for the 10,000-person historic town of Belmont, N.C., was looking for an agency to assist in its rebranding efforts and in promoting the town to visitors and national media outlets. Lyerly employed emotional and intellectual branding techniques to increase Belmont’s awareness among both local and regional audiences and worked with Belmont to create a brand-rich, quality-driven messages and to develop strategic solutions fitting for both short- and long-term use.
To reflect the well-known Belmont destination, Daniel Stowe Botanical Garden, and to capture Belmont’s small-town charm, Lyerly created the tagline “Where Southern Charm Blossoms” and incorporated a colorful logo with a flower in bloom. In order to tap into the growing video market, Lyerly developed a video news release featuring local attractions that was distributed via YouTube and other social media outlets and has continued work on a targeted public relations campaign. Lyerly also designed a brochure to highlight the downtown historic district and Daniel Stowe Botanical Garden. In addition, Lyerly designed the authority’s website with a slideshow, a calendar of upcoming events, and social media integration in order to make the site more dynamic and to better track incoming traffic.
Since beginning work for the tourism authority, Lyerly has more than doubled the authority’s Facebook and Twitter following, secured placement of articles highlighting Belmont and its events in dozens of regional publications, seen Belmont featured on a number of regional television and radio broadcasts, and secured placement of articles highlighting the region in dozens of publications, websites and blogs across the country, including in a nationally-syndicated column.
By combining traditional marketing techniques along with website development and online advertising, Lyerly has also assisted the Hampton Inn in boosting its occupancy rate to a steady 80 percent, while the hotel industry average is 45.1 percent.