As the effects of COVID-19 continue to linger, road trips will be a safe way for people to start traveling again. In fact:
63% of Americans plan to travel by car to see friends and family as their first trip in 2021.
Virginia has an advantage as a drive destination and will highlight safe and responsible road trips as a major theme this year. 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, encouraging travelers to embrace their WanderLove and explore Virginia.
Questions? Contact Lindsey Norment.
2021 CAMPAIGN DETAILS
Wanderlust is defined as a strong desire to travel, but here in Virginia, we call that feeling WanderLove. As we begin to travel again, planning an epic road trip is a safe way to explore Virginia’s endless beauty, from its pristine beaches to the scenic curves of its storied mountains.
So crank up the music, hit the road less traveled, and feel free to get a little lost. Because the best part of a road trip isn’t the destination, but the adventures you have along the way.
Goal: Drive immediate economic impact in Virginia communities by inspiring travel among in-state and drive market audiences.
Audience: Families, Couples and Unattached
- Primary: Virginia
- Secondary: DC, Baltimore, Greensboro, Raleigh
- Tertiary/Test: Philadelphia, NYC
Timing: March – November 2021
Channels: In-state TV, Search, Social, VTC Owned & Earned
Highlight low-risk travel experiences in Virginia, including road trips, scenic drives, LOVEworks, outdoors, small towns and hidden gems. Leverage thematic road trip videos and content to encourage safe travel throughout Virginia.
VTC will launch a video and content series highlighting 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 reflective of travelers’ interests, like outdoor adventure, waterfront escapes and culinary-inspired trips.
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.
CREATIVE & PARTNER ASSETS
VTC is 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.
- Virginia Road Map Graphics
- Logo Lockups
- Campaign Fonts
- Sample Messaging
- Contact Ali Zaman with questions.
Engage with VTC*
- Share your WanderLove blog with us via Matcha.
- Leverage VTC’s WanderLove images in your marketing.
- Or, log in to VTC’s Image Catalog to search for images specific to your product/destination.
- Share your images with us.
- Submit your video for the WanderLove Playlist.
- Upload your video to YouTube, selecting “No” when the upload process asks if the video was made for children.
- Email your YouTube link to Ryan Trapp.
- Share VTC’s WanderLove videos from Facebook, Twitter or YouTube.
*Submitting content does not guarantee inclusion on VTC’s marketing channels.
Editing Tutorials & Resources