Come Find Your Virginia
A unique integrated marketing campaign to excite and inspire UK travellers to make Virginia their next must visit destination.
CLIENT
Virginia Tourism
WORKED WITH
Ink
ROLE
Creative Director
Virginia Tourism sought to elevate its profile among UK travellers, a market largely unfamiliar with the state's vast offerings.
The challenge was to showcase Virginia as a top-tier destination, rich with diverse experiences, while appealing to a broad audience ranging from young adventurers to older cultural enthusiasts. With multiple travel options across the U.S., the campaign needed to make Virginia stand out and entice UK travellers to explore the state’s unique attractions.
The campaign centred around the slogan "Come Find YOUR Virginia," a personalised invitation designed to resonate with every traveller. Encapsulating the spirit of exploration, we wanted to encourage visitors to discover their own personal Virginia via five content pillars: Golfing, Food and Drink, Historical Culture, Driving Holidays, and Action and Adventure. These themes were highlighted across multiple touchpoints, including an award-winning TV commercial broadcast on 24 UK channels, a content-rich microsite hosted on United's inspiration site, and a targeted social media campaign. The TVC brought the experiences to life, while the microsite offered immersive itineraries, documentary videos, and articles. The digital strategy was supported with print features in United's onboard magazine and a visually striking OOH campaign.
The "Come Find YOUR Virginia" campaign achieved impressive results, with over 2500 microsite visits and 433k social click-throughs, leading to a significant increase in booked flights. The campaign not only elevated Virginia’s profile as a premier travel destination but also successfully engaged a diverse UK audience. The integration of creative content across multiple platforms ensured broad reach and high engagement, solidifying Virginia's position as a must-visit U.S. destination for UK travellers.
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