Date: 01 Jul 2014
Cat:

Virginia: One Governor, Two Bands and a Wine Expert

Project: Virginia Country Music Event

Client: Virginia Tourism Corporation

Task: When our client Virginia Tourism Corporation told us their new Governor was visiting the UK and wanted to make a bit of noise within the media and travel trade, we knew it would be difficult. But with this being the third Virginian Governor to visit in the past six years – we knew we had it covered.

Implementation: Renowned for its fun-loving culture and love of food and drink, we knew a good old Virginia style party would generate a fathom of excitement with the media. Governor Terry McAuliffe is well-known for his passion towards his people and culture – so it was only necessary that we celebrated the opening of the new Birthplace of Country Music Museum, too. The Virginia Luthiers and The Church Sisters serenaded the guests whilst they snacked on Virginian products like ham, scallops and peanuts, washing it down with Virginian wines and beers. It was an unforgettable event.

As well as the party, we also organised online and radio interviews, personal profiles and print media interviews for McAuliffe to promote his love for Virginia and what it has to offer.
The run up to the major party also included the promotion of Virginian wines on broadcast media with Brit wine expert Oz Clarke, accentuating Virginia’s love of all things food and drink.

Results:

POTENTIAL AUDIENCE REACH: 40,832,952
APPROXIMATE DURATION OF CONTENT: 266 Days 13 Hours 46 Mins
TOTAL ADVERTISING VALUE EQUIVALENT: £254,965/$433,441