COVID-19 BRAND RESPONSE
As the world faces an unprecedented crisis, VTC recognizes this is a critical time for Virginia, our industry partners and our local businesses. The question that we must respond to, is:
When it is irresponsible to ask people to travel and dine out, what do we say as a tourism brand?
The following campaign was developed in response to this question but will continue to evolve as needed to ensure care and consideration for the current circumstances. Please check back frequently; this page will be updated with partner engagement opportunities as they are developed.
Questions? Contact Lindsey Norment.
CAMPAIGN STRATEGY
VTC will leverage the “We’ll Be Waiting” campaign to meet our travelers where they are mentally, physically, and psychologically – providing a sense of calm and comfort in a world of fear and uncertainly. By featuring beautiful, scenic visuals of our partners, we will be inspirational and invitational without being promotional or self-serving.
We will remind our travelers that Virginia is – and always will be – a place for love and connection. And we will reassure them that Virginia’s incredible travel experiences will still be here whenever they are ready to travel again.
Message: We’ll be waiting for you.
Travel in Virginia has always been about doing the things you love with the people you love most. For now, we’re sharing that love from a distance. But we look forward to the day when you can visit again – and we’ll be here when you’re ready.
Goals:
- Support industry partners
- Support local VA businesses
- Facilitate partner and consumer engagement
- Stay connected to our consumers
- Maintain a marketing presence
Audience: In State, Local; Families and Couples; Drive Markets
Timing: April-June 2020
Channels: Website, Blog, Social Media
CREATIVE ASSETS
VTC will be sharing scenic, beautiful visuals of our partners to provide comfort and inspiration to our audiences. Any associated messaging should be calm and reassuring, rather than overtly promotional or self-serving.
Campaign Creative
Customizable Creative Files
- Campaign Font – Brother 1816
- Logo Lockups – We’ll Be Waiting For You
- Print Ad Templates
- Social Post Templates
- Contact Ali Zaman for assistance.
Editing Tutorials & Resources
Image Library
- You may use images provided by VTC, or you may use your own.
- If using your own, images should:
- feature beautiful scenic views, downtown streets or attractions without people, cars or other forms of transportation
- be inspirational and inviting
- If you need additional images or help with selection, please reach out to Sarah Hauser.
Video
- VTC is distributing the “We’ll Be Waiting” video on social channels and in-state TV. Please feel free to share from Facebook, Twitter or YouTube.
- Or, create your own “We’ll Be Waiting” video and send to Ryan Trapp to be featured on our We’ll Be Waiting YouTube Playlist.
