On Tuesday, April 26, the Virginia Tourism Corporation (VTC) and its agent of record, the Martin Agency, announced the launch of its new 2022 Flagship Campaign, “Virginia is for,” according to a press release.
According to its website, the new flagship campaign will define the brand and challenge perceptions of Virginia as a vacation destination by featuring an abundance of experiences from outdoor beauty to family fun to the local food and culture that surrounds it.
“The ‘Virginia is for…’ campaign aims to connect that powerful brand equity with the abundance of travel experiences in Virginia and invites new and repeat travelers alike to come discover for themselves why Virginia is for Lovers,” said Rita McClenny, president and CEO of Virginia Tourism Corporation.
“Travelers are primed to rediscover what they love through travel once again after more than a year of being cooped up,” said Martin’s VP Group Planning Director Taylor Wiegert.
“Naturally, that’s made them more discerning, selective, and protective when it comes to their upcoming travel plans. This campaign shows them that Virginia is a destination that’s as all in on what they love as they are.
The “Virginia is for” campaign has three core pillars of top experiences that travelers are seeking on a vacation: Outdoor Beauty, Unexpected Family Experiences, and Local Culture and Food Scene.
The campaign aims to raise awareness about Virginia as a top tourism destination in the new markets.
The Virginia is for… Foodies spot focuses on the abundance of Virginia’s food and drink scene. Whether you’re an oyster slurper, a wine sipper, or a nightlife seeker, there’s a vibe for every type of foodie in Virginia.
The Virginia is for…Families spot highlights all of the family-fun adventures across the Commonwealth, for any type of family. Small families, big families, and pet-loving families offering vacations options for kids, parents, and pups alike.
Finally, the Virginia is for… Outdoor Lovers spot showcases Virginia’s incredible natural beauty and diverse outdoor recreation offerings. Whether you’re a fall mountain hiker, a spring dock sitter (because you’re not a mountain hiker!), or a summer beach lounger, Virginia’s got something for every type of outdoor lover.
To learn more about the campaign, visit https://www.vatc.org/marketing/advertising/brandinitiatives/campaign-virginia-is-for/.
Featured image from Virginia is for Lovers.
The 2022 campaign by Virginia Tourism Corporation is so lively! It highlights history, heritage, and sustainable travel.