Charlotte Tourism, Culinary
With Charlotte’s food scene earning James Beard nods, its first Michelin star, and national attention from Bravo’s Top Chef, Charlotte Tourism wanted a campaign that matched the moment. My role as creative lead was to craft a positioning and manifesto that put CLT on the culinary map and guided the campaign’s storytelling and partnerships.
Cooking Social Videos
We brought the manifesto to life with a series of social videos created from existing footage, reshaped through storytelling and editing into something that felt completely original.
New York Times Collab
Our team at Valtech also helped Charlotte Tourism shape its first content partnership with the New York Times. We worked closely on the briefing to ensure the story aligned naturally with the brand narrative we developed for the campaign.
Expedia Takeover
The campaign extended into an Expedia takeover, where we created a content page showcasing Charlotte’s evolving food scene. Leading copy meant balancing our campaign voice with Expedia’s editorial and UX best practices.
