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Virginia Tourism Corporation Awards Marketing Leverage Grant to Virginia’s Blue Ridge


Governor Terry McAuliffe announced yesterday that the Roanoke Valley Convention & Visitors Bureau (RVCVB) received a $50,000 grant, the highest possible amount, from the Virginia Tourism Corporation (VTC) Marketing Leverage Program. The grant is designed to assist regional tourism entities to stretch their marketing dollars. The successful grant application was a partnership between the RVCVB and funding partners. This grant will help boost marketing efforts for the new tourism ad campaign, "Blue Ridge Standard Time", promoting the region as a premier mountain vacation destination.

"This is an important partnership as we leverage these dollars to create a greater economic impact for Virginia and the region.  It further helps solidify our tourism brand and allows us the capability of reaching out to more potential visitors," said Landon Howard, President of the RVCVB.  "Having the support of the Virginia Tourism Corporation and our local partners is vital to our success.  These tourism marketing initiatives are working and we congratulate several grant recipients from around the region."

Tourism is BIG business. Dollars invested in tourism are proven to provide a 5:1 return in tax revenue for Virginia.  Travel expenditures for Virginia’s Blue Ridge including the cities of Roanoke and Salem and the counties of Botetourt, Franklin and Roanoke totaled more than $754.7 million in 2013, regional tourism-supported jobs increased to 7,450 and the combined state and local tourism-related taxes totaled $54,374,224.



Catherine Fox
Director of Public Relations & Tourism
(540) 342-6025, ext. 114

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