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Blue Ridge Time

Virginia's Blue Ridge Announces
Historic Partnership with Kroger
Launching New Tourism Ad Campaign
Valued at $21.6 Million

The Roanoke Valley Convention & Visitors Bureau (RVCVB), the official destination marketing organization for Virginia’s Blue Ridge (VBR) region,  announced a partnership today with Kroger that is valued at $21.6 million. 

The ad campaign, "Blue Ridge Standard Time", will run for 16-weeks in two 8-week flights and will position VBR as the mountain vacation destination choice for summer and fall 2014.  Target markets include Raleigh-Durham, Richmond, Hampton Roads, and Virginia Beach.

The VBR message will generate more than 60 million exposures, with a primary focus on our target markets.  Estimating the total annual value of advertising and prizes, the RVCVB’s $400,000 campaign budget will grow to an effective advertising and marketing equivalency of more than $21.6 million, a 54-to-1 match on the RVCVB dollar.

The campaign will showcase 55 electronic kiosks placed in Kroger stores in target markets as well as the greater Roanoke region, including Salem, Vinton, Blacksburg, Christiansburg, Daleville and Franklin County. 

During the first 8-week flight (May 19th- July 9th), these kiosks will promote an exclusive contest in order to enter to win prizes and encourage visitation to VBR.  A total of 165 prizes, valued at over $62,000, will be awarded in the first flight and a similar sweepstakes campaign will run during a fall flight (August 25th – October 18th).  Prize selections for the second fight will be announced during late-summer 2014.

The campaign encourages the traveling public to visit for a chance to win a Blue Ridge Standard Time experience. In addition to Kroger, a variety of other local sponsors are supporting the campaign, including Black Dog Salvage, Six-Eleven Bicycle Co./Hometown Bikes and Texas Tavern.

Learn more about the contest and see the new destination video at

Setting the Stage for the New Ad Campaign

"When you set your watch to Blue Ridge Standard Time, road trips are a little shorter, weekends a little longer, a dollar goes a little further
and the memories can last a lifetime."

Catherine Fox
Director of Public Relations & Tourism
The Roanoke Valley Convention & Visitors Bureau
101 Shenandoah Avenue, NE
Roanoke, VA 24016
(540) 342-6025, ext. 114

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101 Shenandoah Ave NE Roanoke VA 24016
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101 Shenandoah Ave NE, Roanoke, VA, 24016
P: 800.635.5535 | F: 540.342.7119 |

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