LOVE is the catalyst for doing amazing things that make us feel human – and see the humanity in each other. It connects and reconnects us to the things that are real— ourselves, our relationships, our roots and our world. That raw, human desire to connect with the people and the things we love leads us to Virginia …
And that’s why Virginia is for Lovers.
Research indicates that the top motivators for travel this year are disconnecting and taking a break from everyday life. VTC’s brand strategy will highlight Virginia as a place to disconnect to reconnect on a trip in 2021.
Share What You Love is VTC’s fall flagship campaign, inviting couples and friends to “share what you love with who you love” on a getaway to Virginia. Content will feature classic fall experiences like Outdoor, Fall Foliage/Scenic Drives, Luxury Getaways and Culinary.
The Spring/Summer campaign highlighted family experiences in Virginia, inviting them to disconnect to reconnect on a vacation.
Questions? Contact Lindsey Norment.
CAMPAIGN DETAILS: FALL 2021
Message: Share what you love with who you love on a getaway to Virginia.
Goal: Increase perception and consideration of Virginia as a desired vacation destination.
- Tier 1: NYC, Philadelphia, DC, Raleigh
- Tier 1, Test: Baltimore, Greensboro
- New: Atlanta, Charlotte, Greenville, Pittsburgh
- Extended for Search and Social
Note: Share What You Love is heavily targeted to out-of-state markets. For VTC’s in-state campaign, visit the WanderLove page.
Timing: August 2 – October 31
Channels: Connected TV, Digital Banners/Video, Brand Partnership, Streaming Audio, Search, Social Media
JOIN THE INITIATIVE
If you want to join the Share What You Love campaign, we encourage you to think of unique experiences in your destination that would help visitors share what they love with who they love.
Engage with VTC*
- Leverage VTC’s images in your marketing.
Explore VTC’s Share What You Love Collection in Widen, or search for your product/destination in the catalog.
- Look for images that showcase real, honest moments of wonder and reconnection.
- Share your images with us.
- Share a blog with us via Matcha that inspires readers to disconnect from their everyday life and reconnect with the places, people and experiences they love in your destination.
*Submitting content does not guarantee inclusion in VTC’s marketing channels.