New ‘Virginia is for Lovers’ spot unveiled
Virginia’s new tourism commercial, geared toward family travelers, features experiences found across the state from beaches to history to amusement parks and outdoor recreation. The new commercial is made possible by Governor McDonnell’s recent increased investment in tourism marketing as an economic development tool. It will return Virginia to television in key out-of-state markets for the first time in four years and will reach 15 million consumers.
“Tourism is an instant revenue generator for Virginia and is one of the smartest investments we can make as a Commonwealth,” McDonnell said. “Every corner of our state stands to benefit from increased tourism marketing which brings more visitors to Virginia. It’s time for Virginia to get back on TV and reach potential travelers as they start planning spring and summer vacations.”
Tourism generates $17.7 billion in revenue, supports more than 204,000 jobs and provides $1.24 billion in state and local taxes.
“Television advertising continues to be one of the most effective marketing tools for tourism destinations,” said Alisa Bailey, president and CEO of the Virginia Tourism Corporation. “Every $1 that Virginia invests in tourism marketing generates $5 in return — providing significant tax revenue for key services across the Commonwealth. This new investment in tourism marketing is a step in the right direction to help Virginia compete, showcase the beauty of the Commonwealth and attract more visitors to our destinations.”
The new TV commercial is part of the Virginia is for Lovers campaign – promoting Virginia as the ideal place for loved ones to completely connect with each other on vacation. Virginia appeals to families who seek vacation destinations with beaches, outdoor recreation, amusement parks, scenic drives, museums, wineries and world-class state and national parks. Virginia’s location, within a day’s drive or less of 60 percent of the U.S. population, makes it easy to get to and adds to the quality time families spend together on vacation.
The Virginia Tourism Corporation will leverage the television advertising in partnership with the Williamsburg Area Destination Marketing Committee, Virginia Beach and Luray Caverns to increase reach to approximately 15 million potential travelers in New York City, Baltimore, Philadelphia, Washington, D.C., Raleigh/Durham, Cincinnati, Columbus, and Cleveland. BCF, the Virginia Tourism Corporation’s advertising agency of record based in Virginia Beach, created the commercial using all Virginia-based talent and film and photography crews.
Other components of the Virginia is for Lovers marketing campaign include print and Web site advertising featuring families and friends enjoying experiences found across Virginia, including the great outdoors, historic sites, beaches, amusement parks, motorsports and wineries.