Officials look to build on “Leland in Lights” success with new professional advertising strategy
LELAND, NC — Local officials are meeting this Monday to decide how to best put Leland on the map for regional travelers. The Town’s Tourism Development Authority (TDA) is reviewing a major marketing plan and looking back at the success of recent holiday events.
The biggest item on the agenda is a proposed $144,200 contract with a firm called Compass Media. The goal is to create a professional advertising strategy that attracts more visitors to the area. Instead of a typical bidding process, town staff recommended this specific firm because of their specialized experience in tourism. If approved, the Town Manager will move forward with the deal to begin crafting Leland’s new public image.
The board will also review the final results of the recent “Leland in Lights” holiday display. Over the last two years, the town used $60,000 in tourism grant money to fund the festive lights at Founders Park. To see if the investment paid off, officials used a data tool called Placer.ai. This technology tracks anonymized cell phone data to show exactly where visitors came from and which local businesses they visited afterward, such as the Shoppes at Westgate.
This data helps the town understand “visitor journeys”
The paths people take when they come to town, which will help officials decide where to spend future tax dollars for the biggest local impact.
The meeting is open to the public and starts at 11:00 a.m. this Monday, March 2, at Leland Town Hall. Residents with questions about how these funds are being used can contact the Town Clerk’s Office at 910.332.4297
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