Virginia Tourism Corporation

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You are here: Home / Marketing / Brand Management / Brand Campaigns & Initiatives / Campaign: Heart & Soul

Campaign: Heart & Soul

Black travelers as a group have been under-prioritized and underserved for too long. Virginia is working to change that. Creating a more inclusive and equitable travel experience for Black travelers is not only the right thing to do, but it also represents a significant tourism opportunity for the state.

Because of our unique role in the history of race in America, it is important that we prioritize making all travelers, especially Black travelers, feel welcome, safe, and that they belong here when they visit.

Questions? Contact Lindsey Norment


CAMPAIGN DETAILS

Goal: Encourage tourism by celebrating Black creatives in Virginia and elevating Black culture in Virginia.

Audience: Black Travelers

Markets: Virginia, with plans to expand.

Timing: Ongoing

Content Strategy:

VTC is spotlighting creators and influencers in the Black community as they share their love for their cities, can’t-miss experiences, and favorite local hot spots through the use of monthly features on virginia.org and social channels.

Messaging:

You know our heart, now meet our soul. #HeartSoulVA celebrates Black creators, trendsetters, and artists who shape the culture of VA. Check back every month to meet new faces and discover more favorites in their city guides. #LoveVA #BlackTravelIsEssential #TravelNoire



PARTNER ENGAGEMENT

Engage with VTC*

  • Learn more about Black Travel and the “why” behind this campaign.
    • Review Messaging Guidance for Destinations: History, Race & Equity
  • Submit Black Creators to be featured in Heart & Soul. – Coming soon!
  • Identify Black Creators in your community to feature in your marketing.
  • Create CrowdRiff stories highlighting Black Travel experiences and Black-owned businesses.
  • Share your images with us that highlight Black Travel experiences and Black-owned businesses.
  • Share VTC’s Heart & Soul content from Instagram.

*Submitting content does not guarantee inclusion on VTC’s marketing channels.

Brand Management

  • Brand Marketing Initiatives
    • Campaign: WanderLove
    • Campaign: Share What You Love
    • Campaign: Eat. Drink. Love.
  • Industry Advertising Co-Op Program
  • Virginia Travel Guide
    • Order Bulk Guides
  • LOVEwork Reimbursement Program
    • Submit Application
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  • Additional Opportunities

Contact Staff

Lindsey Norment
Brand Director
lnorment@virginia.org
804-545-5578
Leah Reams
Brand Manager
lreams@virginia.org
804-545-5568
Ali Zaman
Creative Director
azaman@virginia.org
804-545-5566
Grey Walters
Videographer
gwalters@virginia.org
804-545-5744
Sarah Ann Atkins
Creative Specialist & Photographer
satkins@virginia.org
804-545-5515
Christian Moquin
Creative Generalist/Graphic Designer
cmoquin@virginia.org
804-545-5567
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VTC Expenditures
View VTC’s Expenditures
eVA Transparency Reports
eva Transparency Reports
  • What is DRIVE 2.0?
  • DRIVE Outdoor
  • Why do we Need a Statewide Tourism Plan
  • Strategic Tourism Plan
  • Regional Plans
  • How to Guides

Copyright © 2023 – Virginia Tourism Corporation, 901 E. Cary St., Suite 900, Richmond, VA 23219

(804) 545-5500, [email protected]

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