Cabarrus County, North Carolina, may be historically known as “Where Racing Lives,” but it’s so much more than motorsports: home-cooked barbecue, the historic Reed Gold Mine, the North Carolina Music Hall of Fame, a thriving craft beer community, and a whiskey distillery housed in a former prison. It’s where Sublmnl calls home, and we’re proud to partner with the Cabarrus County Convention & Visitors Bureau (CVB), also known as Explore Cabarrus, to help tell the story of the place we live and work.

The Challenge
Destination marketing has shifted significantly in recent years; travelers increasingly seek out authentic, “hidden gem” destinations and experience-driven trips over generic tourist attractions, and they expect a destination’s brand to feel just as compelling online as it does in person. As one of the fastest-growing counties in the country, Cabarrus County needed marketing that captured its genuine local character — racing heritage, craft beverage culture, music history, and small-town charm — in a way that stands out in an increasingly crowded destination marketing landscape.

Bringing “CabCo” to Life
We’ve worked with the CVB for many years, producing collateral and creative for advertising campaigns that promote tourism throughout the region. One of our most notable ongoing projects is the annual Cabarrus County, NC Destination Guide—a guide to “CabCo,” as locals call it—which has won multiple national travel industry awards and is widely distributed throughout the region and beyond. Each edition reflects the experience-driven, story-first approach today’s travelers respond to, spotlighting the people, places, and local flavor that make Cabarrus County worth visiting rather than just listing attractions.

The Result
Our long-term partnership with the CVB continues to promote Cabarrus County as a genuine, distinctive destination, one that’s earning national recognition while staying true to the authentic local character that makes it home.