Virginia Tourism launches new marketing campaign, “Virginia is for…”
Virginia Tourism Corporation announced the launch of its new 2022 flagship campaign, “Virginia is for…”, an integrated paid advertising campaign spanning broadcast, outdoor, digital, social media and search.
“Virginia is for Lovers is an iconic and beloved tourism slogan recognized around the world as one of the most respected marketing campaigns of all time,” said Rita McClenny, President and CEO of Virginia. Tourism Corporation. “The ‘Virginia is for…’ campaign aims to connect this powerful brand equity to Virginia’s abundance of travel experiences, and invites new and repeat travelers to come and discover for themselves why Virginia is for lover. »
“The campaign defines the brand and challenges perceptions of Virginia as a vacation destination by offering a myriad of experiences ranging from outdoor beauty and family fun to local cuisine and culture that ‘surround,” said Lindsey Norment, Chief Brand Officer for VTC. “Alongside our core markets, we will reach new audiences in Chicago, Boston, Nashville and other key target markets, allowing us to expand our footprint and reach new travelers. The campaign’s goal is to show that Virginia is not for just one type of person, but for all kinds of people. It is truly an invitation for all travelers to come and enjoy it for yourself.”
“Travelers are ready to rediscover what they love through travel after more than a year of confinement,” said Taylor Wiegert, vice president of group planning at the Martin agency. “Understandably, this has made them more discerning, selective and protective of their upcoming travel plans. This campaign shows them that Virginia is a destination as close to what they love as themselves.
The “Virginia is for…” campaign showcases three main pillars of the best experiences travelers seek on vacation: outdoor beauty, unexpected family experiences, and local culture and food scene. The campaign aims to increase awareness of Virginia as a top travel destination in new markets, while driving priority attention in new and existing markets, and will run through mid-November 2022.
the Virginia is for… foodies spot focuses on the abundance of Virginia’s foodie scene. Whether you’re an oyster slurper, wine sipper, or nightlife lover, there’s a vibe for every type of foodie in Virginia.
the Virginia is for…families spot shines a light on all the family adventures across the Commonwealth, for any type of family. Small families, large families, and pet-loving families, offering vacation options for kids, parents, and puppies.
Finally, the Virginia is for… outdoor enthusiasts spot showcases Virginia’s incredible natural beauty and diverse outdoor recreation offerings. Whether you’re a mountain hiker in the fall, a dock keeper in the spring (because you’re not a mountain hiker!), or a beach lounger in the summer, Virginia has something for every type of adventure. outdoor enthusiast.
In addition to videos, VTC-owned channels have been updated and redesigned to deliver the campaign throughout, bringing its messages to the home and complementing the consumer journey. This affects VTCs home page, Things to do, Family fun, Outside and food drink pages.
To learn more about the campaign, visit www.vatc.org/marketing/advertising/brandinitiatives/campaign-virginia-is-for/
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