“Vacation starts with V-A” serves as a rallying cry for Virginia’s abundance, and begins the important work of not only leaning on our well established “Virginia is for Lovers” brand, but also truly raising awareness for what a Virginia vacation experience is. It swiftly associates our state with travel and reinforces the state’s identity as the ultimate destination for memorable getaways. With “All that you love. All on one trip.” as a recurring thematic throughout the spots we’re to produce, we underscore the unique allure of Virginia’s travel experiences while bolstering our actionable abundance strategy. This campaign’s exclusivity to Virginia sets it apart, providing a sticky and easily digestible message that resonates with audiences far and wide, while giving our partners something to get excited about.
CAMPAIGN DETAILS
Goal: Increase awareness and visitor demand by showcasing Virginia as a destination with experiences that are unique from its competition and worthy of travelers’ time and money
Audience: The Enriched Traveler
Timing: April – November 2024
Strategy:
Vacation Starts with VA will aim to raise awareness not just for the Virginia is for Lovers brand, but also for what a Virginia vacation experience is. While the campaign will continue to communicate Virginia’s abundance, it will also show visitors how easily accessible the abundance of experiences are to enjoy. Through curated itineraries, turned into ad units, the campaign will explicitly define for travelers where the marquee, unique-to-Virginia, and hidden gems are in the Commonwealth.
Furthermore, we will tailor our messaging to the audience archetypes who are being served the ad units, creating a hyper-targeted campaign strategy.
PARTNER ENGAGEMENT
Join the “Vacation Starts with VA” Partner Programs
Applications for the paid programs will open June 10th. This is a change from the previous deadline of June 2nd. More details can be found on this page.
As part of the expanded Vacation Starts with VA campaign, VTC is launching a statewide co-op initiative to support DMOs during the shoulder season (September–November 2025).
Partners have two ways to get involved:
1. Apply for the Vacation Starts with VA Grant Program
This reimbursable grant helps you stretch your marketing dollars by co-branding with the statewide campaign.
Applications open starting June 10, please visit this page to learn more.
2. Use Campaign Templates Independently
Even without grant funding, you can use the official campaign templates in your own marketing efforts.
Access the Partner Toolkit here
For full details on the paid opportunities and creative templates, download the Partner Program Slide Deck.
This toolkit is designed for tourism industry partners who want to leverage Virginia’s flagship “Vacation Starts with V-A” (VSWVA) campaign in their own marketing and advertising efforts. Inside, you’ll find guidance on how to use the campaign’s brand voice, tone, and visual assets while staying aligned with the overarching Virginia is for Lovers (VIFL) brand standards.
Fill out the form below to view and download templates: