When one of the world’s best-known travel slogans turns 50, there is plenty of reason to celebrate! ​KBC thought this would be the perfect opportunity to showcase why ‘Virginia Is For Lovers‘ with a series of interactive activations. KBC were tasked by Virginia Tourism Corporation to create a technology-led event to showcase why Virginia is for lovers of history, food, wine, music, film, beer and gardens.

Our Approach.

Using the ‘Virginia Is For Lovers’ slogan, which features an iconic heart symbol, KBC designed the events space to take guests on a journey. Guests were presented with a ‘Heart-port’ on arrival which was stamped as they moved through the activations on their journey through the state.

Fusing a traditional networking event with new technologies, KBC used interactive displays, selfie mirrors, silent movies and iPads to educate and inspire guests. The journey took guests from selfie spots in front of Virginia’s Historic Homes, to interactive wine and beer tastings and through an intricately crafted arboretum design to showcase Virginia’s world famous gardens. Journeys culminated in front of a giant LED video wall for a finale showreel of Virginia’s festival highlights, designed to make guests feel as if they were actually in attendance.

Guests were encouraged to capture content using a dedicated hashtag: #VIFL50LDN. All images were printed live and pieced together to create a giant mosaic of the ​50th logo which formed the events centerpiece. ​

The interactive event was also supported with a digital campaign hosted by Mail Metro Media on MailOnline in collaboration with North America Travel Service. The campaign was designed to drive awareness of Virginia’s broad offering as a holiday destination and celebrate 50 years of Virginia Is For Lovers across a series of themed articles, video content, newsletters as well as through a series of print and digital advertisements.

The Results.

The supporting digital campaign generated over 21,061 unique users within the campaign period with a competition element achieving in excess of 2,500 GDPR-safe opt ins for Virginia Tourism Corporation.