COVID-19 BRAND RECOVERY
The coronavirus has had a devastating impact on our tourism and hospitality industries. But as restrictions are lifted in Virginia and across the nation, research indicates travelers will be gearing up for road trips – seeking safe, close-to-home destinations that allow for social distancing and access to open spaces like beach trips, outdoor recreation and rural experiences. In fact:
40 percent of Americans intend to take a road trip this year.
Thus, VTC has created a new integrated campaign, WanderLove, that will leverage Virginia’s many road trip adventures to inspire travel throughout the state this summer and fall. These road trips will also highlight outdoor recreation, hidden gems, small towns and Virginia’s unique “roadside attraction” – LOVEworks.
We invite you to join the WanderLove campaign by positioning your community as a Road Trip destination. We will create customizable templates that you may use to encourage travelers to embrace their WanderLove and explore Virginia.
Please check back frequently; this page will be updated with partner engagement opportunities as they are developed.
Questions? Contact Lindsey Norment.
CAMPAIGN DETAILS
wan·der·love
noun | /ˈwändərˌləv/
a strong desire to travel in Virginia.
Message: WanderLove is calling – and adventure is the destination. Reconnect with what you love this summer on an epic Virginia road trip.
Goal: Drive immediate economic impact in Virginia communities by inspiring travel among in-state and drive market audiences.
Audience: In-State and Neighboring Drive Markets; Families, Couples and Unattached
Timing: July 15 – Fall 2020
Channels: Search, Social*
Content Strategy:
We will position road trips as a safe and accessible re-entry into travel, highlighting additional low-risk experiences – outdoor recreation, hidden gems, small towns and LOVEworks – along each route.
Creative Approach:
VTC will create a video and content series to highlight various road trips around Virginia and the many stops along the way. We will lean into our strengths as a destination by following an itinerary of diverse experiences and including our LOVEwork signs along each route.
The videos will be promoted through social media to grab attention and inspire travelers to learn more. Our blog and website will be equipped with detailed itineraries so travelers can easily plan their Virginia getaway.
*VTC is monitoring social media sentiment and will launch in social channels when appropriate.
CREATIVE ASSETS
VTC will be capturing point-of-view visuals to help our audiences envision themselves as road trip adventurers. Associated messaging will be joyful and inspirational – a celebration of all the ways we can reconnect with the people and places we love most in Virginia.
Campaign Samples
Creative Files
- Logo Lockups
- Campaign Fonts
- Sample Messaging
- Contact Ali Zaman with questions.
Customizable Templates
- Social Story Posts
- Instagram Carousel Posts
- Digital Banner Ads
- Blog Outline
- News Release – coming soon!
Editing Tutorials & Resources
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- Video – How To Edit The Logo
- Video – How To Create An Instagram Story
- Video – How To Create An Instagram Carousel Post
- Photopea
- Free web-based editing tool for those without Adobe Creative programs
Image Library
- You may use images provided by VTC, or you may use your own.
- If using your own, images should:
- Be joyful and inspirational;
- Highlight specific experiences that travelers can visit at the present moment;
- Showcase families, couples and friend groups – rather than large crowds.
- If you need additional images or help with selection, please reach out to Sarah Hauser.
Video
- VTC will be distributing WanderLove videos on social channels. Please feel free to share from Facebook, Twitter or YouTube.
- Or, create your own WanderLove video, and we’ll be happy to share it!
