Virginia Tourism tasked our agency, Inbloom Creative, to encourage tourists to extend their stays in Virginia. Through our secondary research, we found that 37% of pet owners were taking shorter vacations due to their pets. We also found that 46% of vacations with pets were booked in rural areas. Our insight that trips are better with your dog led us to our strategy: Virginia is about who you experience it with. This resulted in the "Something for you, something for them" campaign, an adventure for owner and dogs to share.
Phase 1: Commercial that will be showcased in local states to attract travelers looking for dog-friendly destinations
Phase 2: Two social posts to get traffic to Virginia Tourism website where detailed adventures await.
Phase 3: A new tab will be added to the Virginia Tourism website that leads tourists to itineraries. The tab includes different themes depending on the type of trip desired. Below an example of the "For outdoor lovers" itinerary is shown.
Phase 4: Lastly, exclusive dog-friendly merch will be available alongside the itineraries to commemorate the visit to Virginia. By connecting with travelers and positioning Virginia as the go-to stay for furry best friend and owner longer stays and memorable trips can be made.
