Our Brand - Promise, Composition, Creation, Target, Visibility

Brand Promise
. For more than 100 years visitors have come to regard The Home of American Golf ® as one of the premier golf and recreational destinations in the world.

. Our invitation: Visit The Home of American Golf ®to relax, and share and celebrate in our history, landmarks, events, culture, amenities and people. We promise to deliver an unforgettable experience in our quaint towns and villages, be it for a golf vacation, leisure travel, business travel, or a meeting or other event.

. The Home of American Golf® will serve as the core of all our destination marketing applications, and will define this unique and authentic visitor experience.

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.