“What we saw was that More to C’ was outperforming C’villeization in the people we want to bring here,” Fellman said. “When we looked at our focus groups, we had a good, positive response from local residents.”

Fellman showed mock advertisements with stock photos. Photos will be shot locally before the advertisements run.

George Hodson with Veritas Vineyard & Winery, the county tourism industry representative on the board, said he wanted to see the More to C’ campaign activated as soon as possible.

“I want people seeing that, that’s what’s going to drive people to this market,” he said of a wine-oriented advertisement example.

Jennifer Mayo, with Omni Hotels, who is the city tourism representative on the board, thanked Fellman for doing additional research, and agreed that the campaign needs to begin as soon as possible.

Board member and City Councilor Kathy Galvin said More to C’ was working for her.