Visit Virginia’s Blue Ridge (VBR) is taking incremental steps to stimulate the local economy by leveraging our limited resources to attract visitors from our drive markets to VBR this fall and Holiday season. The goal is to increase visitation and length of stay while generating revenues for our five local governments (Cities of Roanoke and Salem as well as the Counties of Roanoke, Franklin and Botetourt) and 1,500+ business partners. Our success is critical to the recovery of consumption tax collections (including lodging, admissions and meals taxes) as well as restoring jobs. While most of the focus has been on social and digital marketing, Visit VBR recently partnered with WWBT/WUPV - Channel 12 (NBC) based in the Richmond/Petersburg area to showcase a Fall Foliage Forecast. VBR owns the Fall Foliage Forecast during the weather segment 32 times over the week along with a 10 second commercial, digital advertising, fall foliage website page and social advertising. This campaign will be active through November 2.
To date website traffic to VisitVBR.com from the Metro Richmond Area has increased 37.62% over October 2019 and 57.72% over September 2020, showing this program is moving the needle towards potential travelers from the Richmond area.
Vice President of Public Affairs & Destination Development
(540) 342-6025, ext. 114