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Continuing to Deliver for Governor Glenn Youngkin and the Commonwealth of Virginia

Over the past several years, POOLHOUSE has been proud to serve as both the media consultants and ongoing creative partners for Governor Glenn Youngkin. From the earliest days of his historic 2021 gubernatorial campaign — when we helped flip the Governor’s mansion and secure the House of Delegates majority — to supporting and amplifying his message and policy work throughout his term, our team has remained dedicated to sharing Governor Youngkin’s positive, unifying vision for Virginia.

From Campaign Trail to Governing Success

In 2021, Glenn Youngkin proved that a once-in-a-generation candidate armed with compelling, hopeful messaging could reshape the political landscape. Major news outlets across the country hailed his victory as the “GOP winning blueprint for 2022 and beyond.”

Together with one of the best campaign teams in politics, POOLHOUSE:

  • Crafted and ran 40 statewide TV spots over the convention and general election cycles.
  • Produced hundreds of radio, digital, and design advertisements that shaped the conversation across diverse audiences.
  • Helped highlight Glenn’s background as a political outsider and successful businessman, propelling him to become the first Republican to win statewide in Virginia in over a decade.

We also served as the general consultant and media consultant for key House of Delegates races that clinched the Republican majority—most notably, helping Mike Cherry overcome a significant spending disadvantage and secure victory in Virginia’s 66th District.

Amplifying the Governor’s Policy and Message

The work didn’t stop once Governor Youngkin took office. Over the past three years, POOLHOUSE has continued to develop and execute creative strategies to advance the Governor’s policy initiatives and public outreach efforts. Our team collaborates closely with the Governor’s office to:

  • Produce high-impact television and digital content featuring Governor Youngkin’s priorities and achievements.
  • Communicate legislative successes and policy updates in a clear, engaging way for Virginians.
  • Extend the brand consistency we established during the campaign—ensuring his message of economic growth, public safety, and family-focused policies resonates across the Commonwealth.

Designing the Youngkin Brand

POOLHOUSE first met with Glenn Youngkin in late 2020 to craft the creative foundation for a different kind of campaign. Our design team delivered an iconic logo and comprehensive brand guide that introduced Glenn Youngkin to the voters — and has grown to be a recognizable symbol of hope, pride, and promise for Virginians everywhere.

  • Bold wordmark: A clean, sans-serif font to maximize name recognition and readability.
  • Classic color palette: Red, white, and blue for immediate context and credibility.
  • Subtle arch: The rising sun in the “Youngkin” baseline symbolizes a new day for Virginia.

This brand scaled seamlessly from TV commercials to print, digital, merchandise, and more—uniting supporters under a single, unmistakable visual identity.

Featured Campaign Videos

We believe in the power of storytelling through video, combining creative scripting, on-the-ground storytelling, and vivid cinematography to bring Governor Youngkin’s message to life. Here are just a few of the many pieces we’ve produced during the campaign to showcase Governor Youngkin’s vision for the Commonwealth:

Looking Ahead

From helping elect the Governor to advancing his policy successes, POOLHOUSE remains committed to shaping the narrative that drives Virginia forward. We’re honored to continue championing Glenn Youngkin’s forward-thinking vision, and we can’t wait to see what the future holds for both the Commonwealth and our ongoing partnership.

 
If you’d like to learn more about how POOLHOUSE can help amplify your campaign, brand, or cause, get in touch with us today. Together, we’ll deliver winning strategies that resonate, inspire, and drive real results.

2024 Wrapped: 28 Wins Across 17 States

In 2024, the numbers said it all. We’re proud to have helped elect 2 U.S. Senators, 18 Members of Congress, 6 State Legislators and a new County Sheriff. Together, we delivered 28 wins across 17 states for the leaders who will shape the future of our country.

We congratulate each of them and their teams on their impressive victories.

Some of our biggest victories this cycle include:

  • Flipping AK-AL, defeating one of the strongest Democrat incumbents anywhere in the country and electing Nick Begich to Congress.
  • Flipping PA-08, defeating one of the last “White Whales” in Congress with the NRCC IE to help elect Rob Bresnahan.
  • Defeating Bob Good (VA-05) and electing Navy SEAL Sniper John McGuire to Congress, the only primary challenger to beat an incumbent this cycle.
  • Electing freshmen U.S. Representatives Nick Begich (AK-AL), John McGuire (VA-05) Julie Fedorchak (ND-AL), Derek Schmidt (KS-02) and Michael Rulli (OH-06).
  • Helping elect a clean sweep of targeted races in the Arizona State Legislature and defeating NH Senate Minority Leader Donna Soucy with the RSLC IE.
  • Re-electing Jen Kiggans (VA-02) and Monica De La Cruz (TX-15).
  • Expanding our new strategic communications vertical to help re-elect Congressman Ken Calvert (CA-41) in one of the most expensive House races of the cycle.

Check out some of our favorite ads from this election cycle:

Jen Kiggans – Lemonade

Nick Begich – Attack

John McGuire – Sniper

Monica De La Cruz – Fighter

Derek Schmidt – Truck

Gov. Youngkin WINS

Gov. Youngkin WINS

POOLHOUSE was proud to serve as the media consultants for the historic Youngkin for Governor campaign in 2021.

On the top of the ticket, Glenn Youngkin, a political outsider and successful businessman achieved the first statewide Republican victory in over a decade. Major news outlets across the country are heralded the shocking victory as the “GOP winning blueprint for 2022 and beyond.”

Featured Campaign Videos

We believe in the power of storytelling through video, combining creative scripting, on-the-ground storytelling, and vivid cinematography to bring Governor Youngkin’s message to life. Here are just a few of the many pieces we’ve produced during the campaign to showcase Governor Youngkin’s vision for the Commonwealth:

Jen Kiggans – Lemonade
Nick Begich – Attack
John McGuire – Sniper
Monica De La Cruz – Fighter
Derek Schmidt – Truck

 

“It is an honor to work alongside one of the best campaign teams in politics and help elect Glenn Youngkin,” Will Ritter, CEO of POOLHOUSE said. “Glenn is a once in a generation candidate. His positive, unifying vision for the commonwealth swept through Virginia, increasing vote share, relative to the last election, in almost every major demographic and geography . Our team looks forward to continuing to help and we can’t wait to see what the future has in store for Governor-Elect Youngkin.”

#VA Gov Media Facts:

  • POOLHOUSE strategically crafted and ran 40 statewide TV spots over the convention and general election campaigns, as well as creating hundreds of radio, digital, and design advertisements.

  • 35% of all McAuliffe spots statewide (& 42% run in the DC DMA) mention Trump.

  • Youngkin campaign spots were 57% positive overall.

  • McAuliffe campaign spots were 73% negative overall.

  • Youngkin began on air with general election advertisements on 6/11/21 that ran unopposed on TV for 6 weeks (through 7/21/21).

  • McAuliffe started on air 7/22/21, with a negative attack spot on Youngkin.

  • Once on air, McAuliffe spent 33 cents of every dollar on Trump messaging.

  • McAuliffe outspent Youngkin on media by over $3M overall.

“Good ads matter. Good strategy matters. But you don’t win unless you have a great candidate.” Tim O’Toole, Chief Creative Officer of POOLHOUSE said. “Glenn created a movement and our job was to articulate and amplify that message with creative, emotional and compelling advertising; bold enough to cut through the noise. Glenn’s life has been spent turning things from good to great, and next on that list is Virginia.”

In addition, POOLHOUSE served as the general consultant and media consultant to races crucial to Republicans capturing the House of Delegates’ Majority, like Mike Cherry in Virginia’s 66th District. Despite being outspent and running in a Biden + 11 seat, Cherry won a decisive victory – outperforming former Del. Kirk Cox’s margin from 2019 with significantly less resources.

“It’s truly been an honor to work with the incredible team at Youngkin for Governor and work with all these winning candidates up and down the ballot in Virginia,” Danny Laub, a Partner of POOLHOUSE said. “The future is bright for Republicans across the country willing to tell their story and fight for conservative ideas.  We are proud of all the campaign staffs, candidates and teams who made these historic victories happen. POOLHOUSE is just getting started and can’t wait to see what 2022 has in store.”

POOLHOUSE also served as the media consultant for John McGuire’s re-election in the 56th and for A.C. Cordoza, who flipped the 91st – a majority-making win in the battle for the House.

Lastly, we were pleased to provide independent expenditure services on behalf of the RSLC and NFIB, contributing to flipping the House of Delegates.

 POOLHOUSE provided IE advertising for the following victories:

·  Karen Greenhalgh (HD-85)

·  Tara Durant (HD-28)

·  Tim Anderson (HD-85)

·  Roxann Robinson (HD-27)

·  Jason Ballard (HD-12)