Case Study: Virginia is For Lovers

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The Virginia Tourism Bureau has taken some unique strides to increase their social viability. Between their ground-breaking iPhone app and life-size mascot, they’re out-of-the-box makes them stand out amongst other destinations.

The Virginia Tourism Bureau has taken some unique strides to increase their social viability. As noted on a recent Brand Channel article, “one of advertising’s classic slogans and tourism campaigns, the 42-year-old ‘Virginia is for Lovers,’ is back with its first marketing push in four years.”

In addition to regular social media channels like Twitter and Facebook, they recently launched their own iPhone app, making it the first statewide personalized travel guide that provides users with information and access to thousands of attractions, events, accommodations, restaurants and special offers throughout the entire state of Virginia.

They have a commercial “promoting Virginia as the ideal place for loved ones to completely connect with each other on vacation” which is available on their website as well as their YouTube channel.

The Virginia Tourism PR Twitter account is also doing really well. With over 6,000 followers and regular engagement and interaction, they’re doing a great job connecting with potential consumers.

They’ve gone above and beyond to characterize, in life-sized fashion, the heart behind their tagline — aptly named Trip Heartmann, VP of Vacations. Along with his own Facebook page, photos have been captured of Trip gallivanting around Virginia and elsewhere.

By creating this persona, Virginia Tourism is humanizing their brand and reaching consumers in a new way. Of the infinite destinations with an online presence, Virginia caught my attention amidst a sea of sameness, and I got a good laugh catching Trip’s escapades. This definitely helps aid the fun-loving vibe they hope to create around the state and they’ve set a great example of thinking outside of the box (or the  heart).

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