‘Do It In Durham’: Tourism agency unveils cheeky new slogan

Mary Helen Moore
·2 min read
3

“An ever-changing city that caters to the bold, Durham is where doers thrive,” the new ad begins.

Then, it leans in.

“Do it on the rooftop. Or in the trees,” a voice offers. “All alone. Or in a crowd.”

“Do it quietly. Or loud & proud.”

The “Do It In Durham” campaign was created for the local tourism development authority, Discover Durham. The agency unveiled it at a private event Monday to giggles and applause.

“When we say ‘Do It In Durham,’ it means we don’t have to do it like anybody else. We’re unique, and that’s something to be proud of,” said City Council member Leonardo Williams, who sits on Discover Durham’s board.

The campaign was crafted by local agency Walk West, and Durham-based video production company Remedy produced the TV spot.

Discover Durham, which gets its funding from hotel occupancy taxes, budgeted $1 million for advertising this year. Producing the “Do It In Durham” campaign cost $187,288, according to senior marketing director Margaret Pentrack

The new slogan wasn’t universally loved by the board, with local business owner Jennings Brody withdrawing from the executive committee over it, according to minutes of a June meeting.

Jennings did not respond to a reporter’s messages Tuesday.

The 30-second advertisement will air in target ZIP codes across the East Coast:

  • Out-of-state: New York City; Norfolk, Virginia; and Washington, D.C.

  • In-state: Charlotte; Greenville, New Bern and the Triad (Greensboro/Winston-Salem/High Point)

It includes shots of downtown, the Museum of Life and Science, and local restaurants and bars, finishing with fireworks at the Durham Bulls Athletic Park.

Discover Durham’s CEO Susan Amey said visitor spending in Durham topped $1 billion in 2022, a 31% increase over 2021.

Durham ranked eighth among North Carolina’s 100 counties last year for visitor spending, the agency reported.