Visit Virginia’s Blue Ridge will continue to build on the success of its targeted marketing efforts over the past two years in the Northern Virginia/Washington DC area with the implementation of a 12-week strategic campaign in April 2025 – June 2025. In addition to targeting the Northern VA/Washington DC region, Visit VBR will also launch the campaign in the Richmond, VA area to capitalize on the growth of the Richmond Region and based on data of higher average spending patterns for visitors to VBR from that market.

The “Vacation Starts with VA’s Blue Ridge” campaign will expand on the efforts of the Virginia Tourism Corporation and its existing “Vacation Starts with VA” flagship campaign. Visit VBR will showcase the region’s unique blend of scenic beauty and outdoor recreation combined with vibrant communities, attractions, and businesses that make up the local downtown districts and towns throughout Virginia’s Blue Ridge.

The campaign will focus heavily on strategic digital advertising tactics, including psychographics, past purchase and travel behavior, and interest-based targeting. The digital programs will be supplemented with additional out-of-home channels, podcasting & radio, and public relations to provide further brand lift and recall.

Campaign Objectives
•    Build brand awareness for Roanoke Region in Virginia’s Blue Ridge.
•    Educate the audience about specific locations and experiences.
•    Utilize digital programs that provide flexibility to adjust messaging and targeting based on shifting volatility and economic conditions, particularly in the Washington DC market.
•    Promote upcoming regional events (e.g., Blue Ridge Marathon, VBR Restaurant Week, USA Cycling Mountain Biking National Championships).
•    Showcase Virginia’s Blue Ridge as an accessible vacation destination.

Growth Opportunities
•    Expand the reach to target Richmond, VA market.
•    Showcase quality of life and livability to support economic development & talent recruitment efforts.
•    Prioritize digital programs for enhanced targeting and tracking.
•    Utilize Amazon retargeting.

Key Performance Indicators (KPIs) & Measurables
•    Visitation & Visitor Spending: Increase visitation and spending from Washington DC & Richmond, VA.
•    Room Demand & Revenue: Increase total room demand and revenue for Virginia’s Blue Ridge.
•    Campaign Attribution: Measure the impact of advertisements on visitation and economic impact.
•    Web Traffic & Digital Engagement: Increase website traffic and digital engagements from target markets.

Visit the Vacation Starts with VA's Blue Ridge landing page to learn more.