Virginia Tourism Corporation, along with our industry partners, is launching a year-long campaign aimed at getting Millennials to take the time they need. Our focus will be convincing them to dip their toe in the vacation pool in a way that’s low cost and low risk, but hugely rewarding. If we can get Millennials to take just one day off and spend it in Virginia, then maybe, just maybe, we can ease their fears, shift their mindset and save vacation for posterity.
The CRUSH FRIDAY campaign elevates our Virginia is for Lovers sub-brands to remind workers that there are way better things to do with their Friday than meetings, spreadsheets and microwaved lunches. They can spend it at a beach or music festival, over an amazing rosé or a dozen Olde Salts, on a mountaintop or paddleboard. Our campaign challenges misconceptions about vacation, demonstrates the breadth of amazing experiences Virginia offers and issues a clarion call for Millennials to take a well-deserved day—and crush it.