Advertising Campaign

SUMMER 2020 ADVERTISING CAMPAIGN

Visit Williamsburg is actively promoting the region to potential travelers through its Summer 2020 advertising campaign. Rooted in data, research, and consumer sentiment, this effort is continuously monitored to ensure optimal performance. 

 

GOALS

  • Drive overnight visitation 
  • Expand brand awareness
  • Support industry partners and local businesses

 

CAMPAIGN CONCEPT 

Life. At Your Pace.

The world forces us to move at a pace that doesn’t always make us comfortable. We yearn to get back to our pace of life, as fast – or as slow – as we wish. We want to get control of our lives back.  Williamsburg is the place to do just that. 

You want to sleep in and have breakfast for lunch? Go for it. You want to play golf all day, every day, for an entire week? It’s your vacation. You want to hop in a canoe and see where the James River takes you (without a paddle)? Then head to Williamsburg and experience Life. At your pace.

 

TARGET MARKETS

  • Washington, DC 
  • Baltimore, MD
  • Hagerstown, MD
  • Salisbury, MD
  • Charlotte, NC
  • Greensboro-High Point-Winston Salem, NC
  • Greenville-New Bern-Washington, NC
  • Raleigh-Durham, NC
  • Cleveland, OH
  • Columbus, OH
  • Harrisburg-Lancaster-
    Lebanon-York, PA
  • Johnstown-Altoona-State College, PA
  • Philadelphia, PA
  • Pittsburgh, PA
  • Wilkes-Barre-Scranton, PA
  • Florence-Myrtle Beach, SC
  • Knoxville, TN
  • Charlottesville, VA
  • Harrisonburg, VA
  • Roanoke-Lynchburg, VA
  • New York, NY (pending)

 

TARGET AUDIENCE 

  • Families
    • Gen X//Millennials with Children (46% of Budget)
  • Couples
    • Active Mature (35% of Budget)
    • Gen X//Millennials without Children (19% of Budget)

 

PERSONAS

Rooted in motivational attitudes and mindsets, rather than demographic measures, personas allow for a customized narrative. Visit Williamsburg has targeted the following audience segments.

Culture Questors 

Simple Strivers 

See-ers & Do-ers 

 

MEDIA STRATEGY

A multi-channel, integrated media strategy that includes television, streaming audio, programmatic digital, and paid social media. The full plan can be found here

 

CREATIVE EXECUTION

Creative Content features the breadth of Greater Williamsburg’s tourism product.

  • Arts & Culture
  • Entertainment & Amusement
  • Food & Beverage
  • History
  • Outdoors & Golf

 

View Television Spots

Culture Questors

Simple Strivers

See-ers & Do-ers

 

 

BRIDGE CAMPAIGN (May 2020)

Visit Williamsburg launched a bridge campaign initiative coinciding with National Travel and Tourism Week, to inspire visitation to Greater Williamsburg when travel resumes.

BRAND STRATEGY

We’re all doing our part to manage during this strange time. We’re staying apart to flatten the curve and protect ourselves and our loved ones. But Zoom meetings, and FaceTiming, and connecting on your digital platform of choice becomes frustrating. There is simply no replacement for being together. 

And while our homes have become schools for our kids and our computers have become our only windows to the world, we dream of the future. Spending time with the people we care about. Looking at each other face to face. Learning new things and visiting new places. Traveling. 

Message: We’ll be together again soon. 

“We’ll be together again” embraces the promise of tomorrow. It reminds people that we miss that connection as much as they do, and assures everyone that while now is the time to be safe, tomorrow will be the time to be together again. Greater Williamsburg will be ready and waiting when tomorrow arrives.

Launching in conjunction with the 2020 National Travel and Tourism Week May 3-9, the messaging honors the true spirit of travel and looks to the future with a sense of empathy and optimism. 

Goals:

  • Maintain a marketing presence 
  • Support industry partners and local businesses
  • Facilitate consumer engagement
     

Target Designated Market Areas:

  • Washington DC
  • Charlottesville, VA
  • Harrisonburg, VA
  • Roanoke-Lynchburg, VA
     

Timing: May 3 – ongoing 

Channels: Broadcast, Social Media  

 

Updated 7-15-20