Launching four new ad spots for the Pinehurst, Southern Pines Aberdeen Area, the Convention and Visitors Bureau (CVB) new initiative will broaden the scope and appeal of this North Carolina destination.

The $500,000-plus campaign features the new ads in print and online along with robust PR and cooperative components. The campaign creative was designed via a partnership between the CVB and Smith Advertising.

The print and interactive launch includes the golf titles this summer of Golf Digest, Golf Week and Golf Tips.

The golf message is delivered through a very direct message, "One Great Round Deserves Another," designed to inspire the core golfer to celebrate the history and tradition of the Home of American Golf on and off the course.

A second golf ad is specifically designed to draw in the spouse or traveling partner with its direct headline "Recommended by Golf Widows Everywhere." By featuring spa and shopping activities the ad draws on a critical element of today's vacationing couples -- there has to be plenty of appeal for everyone in the travel party or they will go elsewhere.

While golf continues to be a prime driver of tourism to Moore County, expanding the reach and relevance of the destination required a new approach that works off the golf brand, but also opens the door to new psychographic markets.

The CVB selected popular lifestyle publications and their corresponding Web sites for this application, including Southern Living, Cooking with Paula Dean, Our State, House Beautiful and Redbook, to name a few.

These ads link golf to the experience, but in a new way that appeals to a broader audience. The first ad, Unforgettable Adventures, uses the headline, "Enjoy Birdies and Eagles on and off the Course," to introduce the wide range of outdoor adventure options to potential visitors. It says visitors may also enjoy a round of golf or two, but birding, hiking, or cycling may be the passion that initially draws them in.

To encourage visitors to explore the destination off the fairways, the ad, "Discover the Galleries beyond the Fairways," suggests the places and venues to explore when you're not on the course. The historic villages, unique boutiques, eclectic dining, art galleries, and relaxing ambience allows visitors to relax and retreat in a place designed for visitors more than 100 years ago.

"By leveraging the tremendous success the area has achieved as a top-rated golf destination our goal is to drive new tourism business while retaining the equity our brand has developed over the past 100 years," said Caleb Miles, CVB president and CEO.

The Pinehurst, Southern Pines, Aberdeen Area Convention and Visitors Bureau is an economic development organization and nonprofit authority of Moore County.

The CVB mission is to promote the area as a destination for visitors, meetings, conventions and tours.

The CVB is funded primarily by a 3 percent hotel/motel room occupancy tax paid by visitors to Moore County.