Charlotte USA National Ad Campaign Kicks Off Today.

Business Editors

CHARLOTTE, N.C.--(BUSINESS WIRE)--Oct. 8, 2002

The 16-county Charlotte USA region will get valuable national exposure today with the launch of an aggressive advertising campaign in some of the largest television markets in the U.S.

The broadcast initiative will be bolstered with a print media effort targeting CEOs and other corporate decision makers.

The campaign kicks off today with the premier of a 30-second television commercial on CNN in New York, Los Angeles, San Francisco/Oakland, Boston and Philadelphia. The commercial begins airing in the same markets on CNBC Wednesday.

The commercial, produced by Luquire George Andrews Inc. of Charlotte, highlights Charlotte USA's outstanding business climate, global accessibility and exceptional quality of life. The commercial will run eight times per week for eight weeks on CNN during the highly watched 6 a.m.- 8 a.m. time slot; and six times per week for four weeks on CNBC during the same time period.

"Our research tells us that the competition among regions to lure new and expanded operations is more intense than ever," says Michael Almond, president and CEO of the Charlotte Regional Partnership. "We must strategically and aggressively reach decision makers with the facts about Charlotte USA's unique balance of attributes."

In an accompanying print advertising program, four editions of Fortune magazine will be "wrapped" in a cover featuring Charlotte USA. In the first edition, dated Sept. 30, Wachovia Corporation president and CEO Ken Thompson is on the cover with the Charlotte skyline as a backdrop and the headline, "A Vision of Balance: Regional leaders create the ideal relocation and expansion destination in Charlotte USA." The special edition, with the full Fortune magazine inside, is being sent to about 2,000 key corporate leaders nationwide. These executives also will receive a complimentary one-year subscription to the magazine, courtesy of Charlotte USA.

"Today, due in part to the exceptional quality of life in Charlotte USA, (Wachovia has) attracted some of the most talented people in the world," Thompson says in his letter. "A diverse economy, a well-educated workforce, and visionary leaders in business and government have also helped smooth the way for our success."

A similar campaign will be initiated with Travel & Leisure Golf magazine beginning in November, with four wrapped issues and a target list of 1,000 additional executives. The first Travel & Leisure Golf cover wrap also features Thompson, this time in a golf shirt and leaning on a golf club, with the headline, "A Balanced Approach: Well-rounded Charlotte USA welcomes the PGA Tour - Spring 2003." The headline is a reference to the Wachovia Championship.

"Support from corporate leaders is critical to our efforts," Almond says. "Executives value the opinions of other trusted, respected, successful business leaders."

Bank of America and Wachovia have each contributed $1.25 million in the first phase of the $5 million Charlotte USA campaign.

"Charlotte USA is an ideal example of business leaders coming together in a strategic effort based on solid research," Almond says. "Economic development is crucial to the continued health of our region and the quality of life that makes Charlotte USA a great place to live and work."

Through its Charlotte USA initiative and other ambitious efforts, the Charlotte Regional Partnership has helped spread the word across the country and around the world about our region's unique and outstanding balance of business strength, accessibility and quality of life. The message is getting through, according to a RoperASW 2002 follow-up to an earlier benchmark study commissioned by the Charlotte Regional Partnership to measure awareness and impressions of the Charlotte region locally and across the country.

In the 2002 update, a higher percentage of companies outside the area, and the relocation consultants who advise them, had a more favorable impression of Charlotte USA than all other major Southeast regions in the poll. At the same time, the research showed that the competition among regions has become more intense.

"It is essential that we reach these decision makers now, so that Charlotte USA is top of mind when economic conditions improve and companies are more inclined to expand and relocate," Almond says.

About the Charlotte Regional Partnership

The Charlotte Regional Partnership is a public-private economic development cooperative that markets and promotes the Charlotte region. Member counties of the Charlotte Regional Partnership include Alexander, Anson, Cabarrus, Catawba, Cleveland, Gaston, Iredell, Lincoln, Mecklenburg, Rowan, Stanly and Union in North Carolina, and Chester, Chesterfield, Lancaster and York in South Carolina.

Note: Interviews with Mike Almond or other Charlotte-area business leaders may be arranged by contacting Nora Carr at 704-552-6565 or [e-mail]. Broadcast quality tapes of the commercial and JPEG's of the cover wraps and artwork are also available.

For more information about the Charlotte Regional Partnership, visit www.charlotteusa.com.