Creative Direction, Project Management, Strategy, Media Planning
The Truth: We are young. We know travel is important...but life is complicated. Work, school, family - it can get in the way of exploring.
The Opportunity: Expand on Virginia Tourism’s insight of the long-weekend to get young people to love the 48 hours they have each weekend.
The Strategy: People only look forward to Mondays when they have an amazing weekend story to share. VA Tourism can remind millennials during the week that they have an opportunity to make the most of their 48 hours by exploring Virginia Outdoors!
Use a media strategy that will interact with people throughout their daily journeys and commutes.
Remind them that this weekend, they can go even further and see something amazing in Virginia’s outdoors.
Reach millennials when they’re at their most idle: binge-watching. Use Hulu and YouTube ads to get them thinking about what their weekend will have in store. More binge-watching? No way.
Utilize audio-focused ads to repurpose for radio ads. Use the same creative work without visuals to have ads on podcasts (increasingly popular platform for busy young professionals), Spotify, Pandora, and the like.
Benevolent FOMO.
Use Virginia Tourism’s popular Instagram Stories to exhibit the current campaign and encourage people to use the new hashtag, #LoveYour48.
Give 'em a place to brag.
Integrate #LoveYour48 with #VirginiaIsForLovers to give millennials an extra chance to brag about their amazing weekend in the Virginia outdoors on their social media.
Virginia Tourism Corporation chose this project as the winner of the capstone campaign for Jay Adam's Completeness course at VCU.
#LoveYour48 won the gold VSAA from the Advertising Club of VCU in Spring 2018.