SHARE WHAT YOU LOVE

OVERVIEW

The Share What You Love campaign was developed in 2019 and set to launch as Virginia’s flagship travel campaign in 2020.

The goal for this campaign was to increase awareness of Virginia as a travel destination among out-of-state travelers, ultimately showing an increase in travel spending across the state.

APPROACH

Research indicated that consumers were currently overwhelmed in their everyday lives, technology playing a major role in always feeling connected to their jobs, devices, social media. This often left a void and a need for real connection.

POSITIONING

The Share What You Love campaign positioned Virginia as an authentic and unique destination where travelers could connect to something real, whether it was hiking in the Blue Ridge Mountains or kayaking in the Chesapeake Bay, Virginia is full of unforgettable experiences.

To creatively execute this concept, we found real people (not actors) and brought them to Virginia to disconnect from their daily lives and reconnect with each other.

SUMMER CONCEPT

For the summer flagship spot, the story centered on Mark and Jessica, a newly married couple with children from previous marriages. This blended family had not yet been on a vacation together and had never visited Virginia. We brought them to the coast of Virginia and to truly ensure a connected experience, we took away their devices for the extent of the trip. Although the family was unsure and at times grumpy about no devices, the disconnected experience allowed them to truly connect as a new family of six, creating unforgettable memories in Virginia.

FALL CONCEPT

The fall flagship spot centered on Ben and Haley, a married couple from Texas with four children under the age of 5. As parents, Ben and Haley lead very busy and chaotic lives which has left virtually no time for them to spend as a couple. While the kids stayed with grandparents, we brought Ben and Haley to the mountains of Virginia for a relaxing weekend away. This trip focused on disconnecting from their chaotic lives back home and reconnecting as a couple while enjoying the serene beauty of the Blue Ridge Mountains.

MEDIA STRATEGY

To reach the right consumers, we created a strategic media plan to launch the campaign. Utilizing broadcast TV, Connected TV and digital video placements, the campaign videos would reach our target audience in New York, Philadelphia, Baltimore, Washington DC, and Raleigh/Greensboro. Along with the videos, we would target consumers through digital and native online ads, based on behavioral and interest-based traits. Finally, a robust social media and search campaign would ensure we are reaching consumers where they are most active online.

RESULTS

The campaign launched on March 9 and was live for four days before we pulled it down due to Covid-19. We anticipate re-launching in the future.