Advertising Campaigns

2023 ADVERTISING CAMPAIGN

Visit Williamsburg will maintain the “life. at your pace.” campaign for 2023. Supported by data, research, and consumer sentiment, this effort will be monitored and optimized for peak performance.

GOALS

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

CREATIVE

Here are some examples of how the campaign translates creatively. 

View Television Spots 

TARGET MARKETS

New tactics include the introduction of Atlanta as a target market, leveraging digital tactics to capitalize on strong organic interest observed in 2022.  

  • Washington, D.C. 
  • Boston, MA 
  • Baltimore, MD
  • Atlanta, GA
  • Hagerstown, MD
  • Salisbury, MD
  • Charlotte, NC
  • Greensboro-High Point-Winston Salem, NC
  • Greenville-New Bern-Washington, NC
  • Raleigh-Durham, NC
  • New York, NY 
  • 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

TARGET AUDIENCE 

2023 will continue to emphasize the following audience segments while increasing the priority placed on first-party data sources and contextual audience targeting that indicates an interest in travel.

  • Gen X/Millennials
    • Families
    • Couples without children
  • Active Mature
    • Couples without children
  • Travel Shoppers
    • Capture and intercept consumers while they’re in the travel planning mindset

TARGET HOUSEHOLD INCOME 

  • $100K - $150K

TIMING

  • January - July (Spring/Summer)
  • August - October (Fall)
  • November - December (Holiday)

MEDIA STRATEGY

The $13.6M annual campaign contains a multi-channel, integrated media strategy, including television, traditional and experiential out-of-home, streaming audio and podcast, CTV, email, standard, high-impact, and rich media digital display, native, influencer, OTA partnership, paid social, and paid search media. The full plan can be found here.

 

2022 ADVERTISING CAMPAIGN

Visit Williamsburg will maintain the “life. at your pace.” campaign for 2022. Supported by data, research, and consumer sentiment, this effort will be monitored and optimized for peak performance.

GOALS

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

CREATIVE

Here are some examples of how the campaign translates creatively. 

      

View Television Spots 

Culture Questors 

Simple Strivers 

See-ers & Do-ers 

TARGET MARKETS

New tactics include expanding New York beyond digital to also include TV, and adding Boston as a new market. 

  • Washington, D.C. 
  • Boston, MA 
  • Baltimore, MD
  • Hagerstown, MD
  • Salisbury, MD
  • Charlotte, NC
  • Greensboro-High Point-Winston Salem, NC
  • Greenville-New Bern-Washington, NC
  • Raleigh-Durham, NC
  • New York, NY 
  • 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

TARGET AUDIENCE 

2022 will continue to have an emphasis on the following audience segments with a plan to begin cultivating new audience sources in the coming months through Visit Williamsburg’s research and advertising agencies.

  • Gen X/Millennials
    • Families
    • Couples without children
  • Active Mature
    • Couples without children
  • Travel Shoppers
    • Capture and intercept consumers while they’re in the travel planning mindset

TARGET HOUSEHOLD INCOME 

  • $100K - $150K

TIMING:

  • February - August (Spring/Summer)
  • September - October (Fall)
  • November - December (Holiday)

MEDIA STRATEGY

The $11.2M annual campaign contains a multi-channel, integrated media strategy including television, streaming audio, programmatic digital, influencers, and paid social media. The full plan can be found here

 

FALL & HOLIDAY 2021 ADVERTISING CAMPAIGN

Visit Williamsburg will continue the “Life. At Your Pace.” campaign for the fall and holiday seasons. Supported by data, research, and consumer sentiment, this effort will be monitored and optimized for peak performance.

GOALS

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

CAMPAIGN CONCEPT

For travelers looking to enjoy the crisp fall air and foliage, dine (or cheers) alfresco, or squeeze one last round of golf out of the season, Visit Williamsburg has you covered. With so many exciting things to do and just as many ways to kick back, Williamsburg is the perfect place to live Life. At your pace.  

CREATIVE EXECUTION

For fall, Visit Williamsburg will lean on consumer sentiment research stating travelers are primarily planning outdoor activities for their upcoming trips. Creative features the full range of activities one can expect when visiting Williamsburg, all of which can be enjoyed outdoors. 

    

Holiday creative will continue the “Life. At Your Pace” format.

    

   

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
  • New York, NY (digital and Connected TV only)
  • 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

TARGET AUDIENCE 

  • Gen X/Millennials
    • Families
    • Couples without children
  • Active Mature
    • Couples without children
  • Travel Shoppers
    • Capture and intercept consumers while they’re in the travel planning mindset

TARGET HOUSEHOLD INCOME 

  • $100K - $150K

TIMING:

Fall: August 12 – October 31

Holiday: November 1 – December 31

MEDIA STRATEGY

The $9.1M annual campaign that includes a multi-channel, integrated media strategy that includes television, streaming audio, programmatic digital, and paid social media will be employed. The full plan can be found here. 

BON APPETIT CONTENT PARTNERSHIP

Click here for more information.

 

SPRING/SUMMER 2021 ADVERTISING CAMPAIGN

Visit Williamsburg will maintain the “Life. At Your Pace.” campaign, which was first launched in 2020. Supported by data, research, and consumer sentiment, this effort will be monitored and optimized for peak 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.

CREATIVE EXECUTION

Visit Williamsburg will lean on consumer sentiment research stating travelers are seeking small towns with outdoor activities. Creative will feature fresh imagery with an increased focus on the breadth and depth of the area’s experiences.

  

  

View Television Spots (June 2021)

Culture Questors 

Simple Strivers 

See-ers & Do-ers 

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
  • New York, NY (digital and Connected TV only)
  • 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

TARGET AUDIENCE 

  • Gen X/Millennials
    • Families
    • Couples without children
  • Active Mature
    • Couples without children
  • Travel Shoppers
    • Capture and intercept consumers while they’re in the travel planning mindset

TARGET HOUSEHOLD INCOME 

  • $100K - $150K

TIMING:

  • February - August (Spring/Summer)
  • September - October (Fall)
  • November - December (Holiday)

MEDIA STRATEGY

The $9.1M annual campaign that includes a multi-channel, integrated media strategy including television, streaming audio, programmatic digital, influencers, and paid social media. The full plan can be found here

 PERSONAS

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

Culture Questors 

Simple Strivers 

See-ers & Do-ers 

_______________________________________________________________________________________________________________________________________

FALL & HOLIDAY 2020 ADVERTISING CAMPAIGN

Visit Williamsburg will continue the “Life. At Your Pace.” campaign through the fall and holiday seasons. Supported by data, research, and consumer sentiment, this effort will be monitored and optimized for peak performance.

GOALS

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

CAMPAIGN CONCEPT

Want to casually explore the turns of the Colonial Parkway and see where the road takes you? Looking to challenge the family to a canoe race on the James River? Go for it. With so much to offer in Williamsburg, you’re free to experience Life. At your pace. 

CREATIVE EXECUTION

For fall, Visit Williamsburg will lean on consumer sentiment research stating travelers are seeking small towns with outdoor activities. Fall creative will feature timely images with an increased focus on the breadth and depth of the area’s outdoor experiences.

 

Holiday creative will continue the “Life. At Your Pace.” format, with updated images from the 2019 holiday photoshoot.

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

TARGET AUDIENCE 

  • Gen X/Millenials
    • Families
    • Couples without children
  • Active Mature
    • Couples without children

TIMING:

Fall: October 23 – November 15 

Holiday: November 16 – December 31

MEDIA STRATEGY

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

 

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

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 1-6-23