Date: 18 Sep 2016

two bands, one governor and a wine expert

The Big Idea Results
Increased Virginia’s profile by reaching a potential audience in excess of 40 million
Helped to position them correctly by creating content totalling more than 266 days
Advertising value equivalent £254,965
Helped to influence opinion by hosting 140 people
Total project budget $185,000

The Governor of Virginia wanted to make a bit of noise on his trade mission to the UK, so we devised a multi-platform campaign to tell the story of the State’s country music heritage, as well as introducing its wine and food.

Radio and print media interviews with the Governor, syndicated broadcast interviews alongside wine expert Oz Clarke, and a showcase of the best country music with live performances formed the backbone of the campaign. Virginia musicians were specially flown to the UK to perform at a party for the travel trade and media, featuring Virginia produce, wine and even Moonshine Martinis.

The added bonus was a special interview of musicians the Virginia Luthiers by Bob Harris, recorded for his BBC Radio 2 show.

This campaign won “Gold Runner Up” in the Travel Marketing Awards.

“the governor and first lady are so pleased. we have never had such broad and meaningful press coverage on a trade mission before: thank you.”

Diane Bechamps, VP Marketing, Virginia Tourism Corporation

Testimonial Diane Bechamps, VP Marketing, Virginia Tourism Corporation