HomeMy WebLinkAboutI. B. TOURISM ADVERTISING CAMPAIGN 3.4.2025Visit virginia beach Marketing Update
City Council Briefing, March 4, 2025
Nancy Helman, Convention and Visitors Bureau
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FOR TODAY:
●Advertising Advisory
Committee Introduction
●Year in review
●Media Overview
●Social Media + Content
●Campaign Evolution
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Robert “Worth” Remick*
City Council Liaison
Dr. Amelia Ross-
Hammond*
City Council Liaison
Delceno Miles
Chair | Citizen with Advertising,
Marketing and Media Experience
John Zirkle
Vice Chair | Virginia Beach Hotel
Association
Nancy Helman*
Director of the Virginia Beach
Convention and Visitors Bureau
Samantha Renaud*
Staff Liaison
Advertising Advisory Committee
Betsy Atkinson
Member | Cottage & Rental
Industry
Harshad Barot
Member | Resort Advisory
Commission
Justin Beale
Member | Virginia Beach Hotel
Association
Tyler Brown
Member | Retail Association
Martha Davenport*
Executive Director of the Virginia
Beach Restaurant Association
Jeanne Evans-Cox
Member | Central Business District
Association
Amy Frostick
Member | Shore Drive Corridor
Bayfront Area
Meredith Gray
Member | Citizen with Advertising,
Marketing and Media Experience
Daniel Heatwole*
Hampton Roads Chamber of
Commerce -Virginia Beach Division
Michael Mauch
Member | Virginia Beach Restaurant
Association
Deepak Nachnani
Member | Citizen Member
Sanjay Patel
Member | Virginia Beach Restaurant
Association -Non Resort Area
Katherine Pittman
Member | Arts and Culture
Charles Thornton
Member | Sports Industry
Teri Wiley*
Executive Director of the Virginia
Beach Hotel Association
*Ex-Officio/ Non-Voting
Members
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CVB Year in review
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Media Overview
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REaching our Audience
TVAudioOnline VideoDOOH
Display, NativeOnline Travel AgencyLong Form Custom ContentPaid Social Media
RetargetingIn-Market Travel audiencesPaid Social Media
Our TACTICS
AWARENESS
ENGAGEMENT
CONVERSION
Our media plan targets all of the key channels across the trip planning process.
Content Advertising is also a big part of what we do.
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CORE DOmestic MEDIA MARKETS
Media to core markets tends to be where we focus higher-cost media since it’s such a large share of overall audience but our Social, Display and Content Advertising have broad
reach across the US and International markets
Primary Markets
•Washington, DC (9)•Charlotte (21)
•Raleigh-Durham (22)
•Baltimore (29)•Greensboro (45)•Richmond (56)•Roanoke-Lynchburg (70)
•Charlottesville (173)
Secondary Markets
•Harrisburg (44)•Greenville-New Bern (102)
•Johnstown-Altoona (112)•Wilmington (128)•Salisbury (133)•Bluefield-Beckley (166)
•Harrisonburg (174)
Note: (number) represents DMA rank by overall population
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Target Audiences Based on Behavior
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Primary Indicator: Consumers showing travel-interest and
travel-ready indicators; travelers actively looking to book
Secondary Indicators:
Travelers considering competitive destinations:
oIncludes Myrtle Beach, SC, Ocean City, MD, Rehoboth Beach, DE and other Delaware beaches
Interests that align with Virginia Beach’s key offerings:
oBeachesoOutdoors (including camping, biking, hiking, fishing, etc.)oWater Sports (including kayaking, paddleboarding, etc.)oRestaurants & DiningoShoppingoArts & attractions (Aquarium, events, museums, history, etc.)oFamily vacation activities
Domestic Leisure MEDIA: FY24-25
•Core programmatic channels & top performers remain always-on, evergreen campaigns
•Media spend, particularly with more expensive channels, has been concentrated
seasonally to drive impact during greatest need periods
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Social Media + Content
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Social Media and Content are the
foundations of our marketing strategy.
While our ads expand our reach, it is here
where we really get to tell the story of our
destination. Here, we can:
●Prioritize engagement●Focus on entertainment ●Expanded upon destination offerings●Showcase diversity of the
destination
content as a Foundation
Video Social Series
Video POSTS
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From owned content in the form of articles on the Visit
Virginia Beach Website to 25 minute episodes, we are
connecting with visitors in the places they show up the most
for trip planning.
●Beach & Outdoors●Arts & Entertainment●Food & Drink●Shopping●History
Outside the Leisure Brand Pillars, we also focus on our core
markets, such as Group Travel, Meetings & Conventions, and
Sports.
Content + Brand Pillars
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HAPPINESS ISHappiness Is… Campaign
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Our previous campaign, "Happiness Is A Real Place," performed very well
in showcasing Virginia Beach as a destination that brings unparalleled
joy to our visitors. Happiness is more than just a place however; it's a
personal journey filled with unique experiences.
"Happiness Is..." allows us to celebrate this individuality. It embraces
individuality, celebrating the idea that happiness looks different for
everyone, and Virginia Beach offers a variety of experiences to ignite
each individual's unique version of joy. And it expands possibilities,
opening the door to a wider range of experiences and memories.
HAPPINESS IS… Campaign Evolution
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CAMPAIGN Examples
Sports Center Video Ad
Digital Display
Meetings & Conventions Video Ad
Travelzoo
Showcase Unit
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Instagram
Follow us for more!
Youtube
Facebook Blog
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