VIRGINIA TOURISM
“Virginia is for Lovers” is an iconic and beloved tourism slogan, recognized around the world as one of the most time-honored marketing campaigns of all time. The ‘Welcome” campaign connects the powerful brand with the abundance of travel experiences in Virginia, and welcomes new and repeat travelers alike to come discover for themselves why “Virginia is for Lovers”.
Our Role
- Strategy
- Creative
- Production
- Paid Advertising
A MILLION WAYS TO SAY WELCOME
The campaign challenges perceptions of Virginia as mostly a vacation destination by featuring a number of experiences from outdoor beauty to family fun to the local food and culture that surrounds it. The campaign launched in core markets and continues to reach new audiences in Chicago, Boston, Nashville, and other key target markets, allowing VA Tourism to expand their footprint and reach new travelers. The goal of the campaign is to showcase that Virginia isn’t for just one type of person – it’s welcoming for all kinds of people. It’s an invitation for all travelers to come love it for themselves.
CREATIVE NOTES
We wanted travelers to rediscover and re-energized about what they love through travel once again after being cooped up for as long as people have been. This campaign shows the world that the Commonwealth is a premier destination that’s as all in on what you love.
RESULTS
The campaign is part of an effort that aims to grow awareness of Virginia as a premier travel destination in new markets, while driving top-of-mind consideration in new and existing markets.
