Little Washington
The Opportunity
Little Washington holds a distinguished place in both North Carolina and American history. With a rich past that includes pivotal roles in the American Revolutionary War and the Underground Railroad, it reflects the stories and values that communities strive to uphold. Yet, like all rural towns, sustaining growth and boosting tourism require strategic effort and innovation. For this reason, Little Washington has partnered with Capitol B for years to navigate these challenges and drive progress.
The Work
Our partnership began with the Washington Tourism Development Authority (WTDA), leveraging WRAL’s statewide reach to connect with Washington’s target audience. We produced a series of videos showcasing the town as family-friendly, pet-friendly, and a true Southern gem, pairing each video with topically-relevant branded content articles on WRAL.com.
As needs evolved, 2020 brought a unique opportunity to highlight safe travel options amid the COVID-19 pandemic. This led to the creation of the term “safe-cation,” which was immortalized in a video emphasizing Washington’s natural beauty and outdoor recreation — an ideal escape during uncertain times.
Over time, our efforts expanded to feature Washington’s restaurants, artists, small businesses, and short-term rental owners through a mix of videos and articles. Ad campaigns drove engagement, and we worked closely with Washington to track progress and adjust strategies as needed.
