“Vacation starts with V-A” serves as a rallying cry for Virginia’s abundance, and begins the important work of not only leaning on our well established “Virginia is for Lovers” brand, but also truly raising awareness for what a Virginia vacation experience is. It swiftly associates our state with travel and reinforces the state’s identity as the ultimate destination for memorable getaways. With “All that you love. All on one trip.” as a recurring thematic throughout the spots we’re to produce, we underscore the unique allure of Virginia’s travel experiences while bolstering our actionable abundance strategy. This campaign’s exclusivity to Virginia sets it apart, providing a sticky and easily digestible message that resonates with audiences far and wide, while giving our partners something to get excited about.
CAMPAIGN DETAILS
Goal: Increase awareness and visitor demand by showcasing Virginia as a destination with experiences that are unique from its competition and worthy of travelers’ time and money
Audience: The Enriched Traveler
Timing: April – November 2024
Strategy:
Vacation Starts with VA will aim to raise awareness not just for the Virginia is for Lovers brand, but also for what a Virginia vacation experience is. While the campaign will continue to communicate Virginia’s abundance, it will also show visitors how easily accessible the abundance of experiences are to enjoy. Through curated itineraries, turned into ad units, the campaign will explicitly define for travelers where the marquee, unique-to-Virginia, and hidden gems are in the Commonwealth.
Furthermore, we will tailor our messaging to the audience archetypes who are being served the ad units, creating a hyper-targeted campaign strategy.
PARTNER ENGAGEMENT
Stay tuned for more information on how you can participate in this new campaign!