First in Fright

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.

The trails and podcasts provide flexibility for travelers 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 1.