Branding The Destination

Brand Promise
The Pinehurst, Southern Pines, Aberdeen Area provides the premier golf experience. Located in the Sandhills of North Carolina, the destination offers a blend of history, hospitality, quaint villages and the highest quality golf. Visitors for over 100 years have come to regard the Home of American Golf^® as one of the top golf/recreational destinations in the world. The brand defines this experience and is the core of all destination marketing applications.

Brand Composition
Home of American Golf^® and the unique geographic logo define and promote a very special visitor experience. The icon and slogan represent (1) tradition and quality, (2) the unique position the Pinehurst, Southern Pines, Aberdeen Area holds (owns) in the world of golf, and (3) uses a warm welcoming historic NC sign as its symbol of hospitality. The brand is the rallying point for all of Moore County’s destination marketing activities.

Brand Creation
The Pinehurst, Southern Pines, Aberdeen area Convention & Visitors Bureau created and administers this distinct brand working in partnership with hundreds of hospitality-based businesses and other stake holders (other businesses, municipalities, economic development agencies, and the media) in Moore County. The brand was created to highlight the experience of visiting the Pinehurst, Southern Pines, Aberdeen Area. Aligning the destination marketing efforts and resources of the CVB with the area’s unique character and persona, distinguishes it from all other travel, recreational, and meeting destinations.

Brand Target
The CVB markets its promotional resources via the brand message to several important market segments of the tourism industry:
› Golf & Leisure Travelers
› Meetings & Convention Planners
› Travel, Golf & Feature Media Writers
› Group Travel Planners/Coordinators
› Corporate Travel Offices
› Travel Agents, Tour Operators & Wholesalers
› Web Marketing Portals/Content Writers
› Strategic Marketing Partners

Brand Visibility
Residents of Moore County are very proud of their community and are great ambassadors for the area’s destination marketing efforts. While the CVB brand/logo are relatively new, area marketing has been a part of the history of these resort communities for more than 100 years. The creation and implementation of the Home of American Golf^® brand and logo carries on this tradition, while unifying and enhancing these efforts. The brand is thus included in all CVB marketing materials and affixed to area hospitability businesses.