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2024 Advertising Campaign
Visit Williamsburg's 2024 marketing efforts will begin the year with the “life. at your pace.” campaign, with an exciting new campaign to launch later in the year. The campaign performance will continue to be monitored and optimized in real time 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 currently translates creatively.
View Television Spots
TARGET MARKETS
In 2024, the media strategy continues to establish the emerging market of Atlanta by increasing the channel mix and investments for that market, based on strong 2023 performance metrics proving its continued growth and opportunity. Those efforts will be balanced by pulling back media in select smaller heritage markets that see less impact from media efforts. The full list of markets include:
- 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
2024 will continue to prioritize the following audience segments while increasing the priority placed on targeting those showing “intent to travel,” “frequent traveler,” or “interested in travel” data signals. This is done through leveraging third-party data sources, as well as first-party data sources and contextual targeting.
- 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 $11.3M annual campaign contains a multi-channel, integrated media strategy, including television, traditional out-of-home, streaming audio and podcast, CTV, email, digital display, online video, native, influencer, OTA partnerships, paid social, and paid search media. 2024 priorities focus on media channels that inspire & influence travel decisions, such as increased investment in travel planning platforms and prioritization of high-impact ad units through video, social/influencer, and streaming audio. The full plan can be found here.
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
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.
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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)
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.
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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.
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
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