The campaign was sparked by a study that shows one of the biggest reasons people come to Charleston is to visit friends and family, Bailey said. So community members end up being unofficial ambassadors for Charlie West.
Local firm Charles Ryan Associates drafted the campaign. The creative process took several months from beginning to end, said Shayna Varner, an account executive with the firm.
Informal research conducted by the firm showed that those living in the area were already referring to the area as Charlie West, she said.
"We really wanted to focus on the moniker that people were already using," Varner said.
Other efforts are under way to market what the bureau refers to as "hip, historic" Charleston.
The organization's website has been redesigned, Bailey said, allowing bureau partners such as local hotels and retail shops to access their section of the page to place features and deals. They also can post pictures of their restaurant, venue or hotel rooms on the site.
"People want to see a picture of their room before they book," Bailey said.
The new website is more colorful than the bureau's former page.
"We think it even looks more hip," she said.
Bailey hopes the freshened website will help market the city to prospective travelers, vacationers and conventions.
"We have to sell more than just meeting space in Charleston," she said. "We have to sell Charleston as a destination."
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