WanderLove is our in-state campaign focusing on low-risk travel experiences within Virginia through the lens of easy, short road trips. This campaign was originally launched in response to travel safety concerns and restrictions brought on by COVID-19 in an effort to open our audiences up to the idea of traveling again.
While safe and responsible travel will always be a part of WanderLove, it will now be used as a general guideline rather than the core focus of the content. In 2022 and beyond, we will evolve the message into a theme of travel inspiration and trip building by tapping into our audience’s growing desire to travel and willingness to plan new trips.
We invite you to join the WanderLove campaign by positioning your community as a road trip destination, encouraging travelers to embrace their WanderLove and explore Virginia.
Questions? Contact Lindsey Norment.
CAMPAIGN DETAILS
Goal: Drive immediate economic impact in Virginia communities by inspiring travel among in-state and drive market audiences.
Audience: Families, Couples and Unattached
Markets: In-State and Drive Markets
Timing: Ongoing
Content Strategy:
This engaging video and content series highlights various road trips around Virginia and the many stops along the way, leaning into our strengths as a destination by following an itinerary of diverse experiences reflective of travelers’ interests, like outdoor adventure, waterfront escapes and culinary-inspired trips.
Each piece highlights easily accessible travel experiences unique to a Virginia road trip, including scenic drives, LOVEworks, outdoors, small towns and hidden gems.
Messaging Guidelines:
WanderLove copy is fun, conversational, and engaging. Moving forward, the goal of WanderLove messaging will be to inspire travel and active trip planning. Branded copy should actively promote exciting trip ideas, helpful travel advice,
hidden gems and other must-see destinations.
CREATIVE & PARTNER ASSETS
The look of WanderLove will receive a small facelift in 2022, focusing on a more whimsical and nostalgic aesthetic that recaptures the wonder and joy of travel.
Point-of-view visuals will help our audiences envision themselves as road trip adventurers. Associated messaging will be fun, conversational, and engaging – a celebration of all the ways we can reconnect with the people and places we love most in Virginia.
Resources
- WanderLove Creative Assets & Guidelines
- Password: WanderLove2022
Engage with VTC*
- Share your WanderLove blog with us via Matcha.
- Submit your WanderLove story to us via CrowdRiff – coming soon!
- Leverage VTC’s WanderLove images in your marketing.
- Or, log in to VTC’s Image Catalog to search for images specific to your product/destination.
- Share your images with us.
- Submit your video for the WanderLove Playlist.
- Upload your video to YouTube, selecting “No” when the upload process asks if the video was made for children.
- Email your YouTube link to Ali Zaman.
- Share VTC’s WanderLove videos from Facebook, Twitter or YouTube.
*Submitting content does not guarantee inclusion on VTC’s marketing channels.
