Visit North Carolina Invites You to Ditch BBQ for Ghost Hunts

Why just stick to moonshine and barbecue when you can spice up your trip to North Carolina with a dash of ghostly thrills? North Carolina is known as one of the spookiest places on Earth. From old legends of ghosts, witches and cryptids to modern-day encounters with the unexplained, the state has some truly eerie landmarks that are hot spots for paranormal activity. 

As we head into spooky season, Visit North Carolina is celebrating that haunted heritage with a new campaign entitled 'First in Fright,' developed in partnership with its creative agency of record (and local North Carolina agency) Luquire.

'First in Fright' is not your typical haunted attraction or ghost tour. It’s a usable, digital trail that connects North Carolina’s most haunted and eerie sites, perfect for adrenaline junkies looking to explore spine-tingling destinations. In addition to the trail and microsite, Luquire has also developed an eight-episode podcast series that dives deep into North Carolina’s creepiest tales. 

From 'Paranormal Places' to 'Carolina Cryptids,' each episode explores one of the state’s spine-chilling legends and unsolved mysteries. You can listen to the first four episodes on the Visit North Carolina website here, offering listeners a sneak peek into the eerie adventures that await them.

And while fall is peak spooky season, paranormal-related travel has actually become a year-round affair for many horror devotees. That’s why 'First in Fright' won’t serve as a simple one-off, instead driving interest in haunted experiences throughout North Carolina all year. 

“‘First in Fright' brings together our most eerie and mysterious destinations into a cohesive, year-round experience that travellers can enjoy any time of the year,” said Scott Peacock, director, tourism marketing and communications at Visit North Carolina. “This campaign allows us to promote all three of our distinct regions - the mountains, Piedmont, and coast - under one thrilling, unified theme."

“North Carolina has always been known for its rich history, beautiful landscapes, and unique cultural experiences, but we wanted to tap into a new adventure that showcases the state’s spookier side,” said Glen Hilzinger, partner and chief creative officer at Luquire. "The concept of 'First in Fright' gave us a unique opportunity to blend storytelling with experiential travel, allowing visitors to discover North Carolina in a way they never have before.”

The trails and podcasts provide flexibility for travellers who can opt for a full mountain-to-coast road trip or choose regionally focused itineraries - mountains, Piedmont, or coast - tailored to their interests. The campaign goes live in tandem with Friday 13th, across the Visit NC homepage, OOH and paid social, with additional podcast rollouts set to take place on October 1st.