HomeMy WebLinkAboutTourism Marketing CampaignVisit Virginia Beach Post Incident Marketing
and Communications Plan
Amanda Jarratt, Deputy City Manager
City Council Meeting
May 5, 2026
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Purpose
Provide an overview of and seek authorization to implement a marketing
SURGE Campaign utilizing TAP Fund Balance in an
effort to immediately:
Mitigate Potential Perception Issues
Increase Family Friendly Brand Awareness
Maintain increased visitation
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May -June 2026 Marketing Surge Campaign
The Ask:Deploy $1M from May -June 30, 2026 across drive markets and
tier 1 new markets
As a result of recent acts of violence in the Resort the Convention and Visitors Bureau’s
(CVB) has developed a marketing and public relations strategy to counter negative
headlines of the City being unsafe to those looking to plan vacations.
The SURGE Campaign is designed to deploy immediate funding to support targeted
marketing initiatives in key drive and fly markets, including Washington, D.C., New York,
Philadelphia, Pittsburgh, Atlanta, and Charlotte.
These funds will be allocated across digital media channels, Online Travel Agency (OTA)
platforms, and other strategic marketing technologies.
The primary objective of the campaign is to stimulate visitation and generate increased
tourism revenue for Virginia Beach over the next six months.
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May -June 2026 Marketing Surge Campaign
Research demonstrates that destinations are highly vulnerable to public sentiment
during and after disruptive events. Crises in tourism can create ripple effects that
extend far beyond the initial incident, weakening a destination’s stability and long-term
competitiveness if not addressed quickly through coordinated communication and
marketing efforts.
Without a rapid marketing response, the City risks losing control of the narrative.
Negative headlines can overshadow the reality of our community, and the longer we
wait to counter those perceptions, the harder and more expensive it becomes to rebuild
trust.
A peer study was conducted of Myrtle Beach and Panama City Beach, both similar cities
in size and centered on beach centric tourism. Both cities previously experienced spring
break shootings in heavy tourist areas within their destinations. In response, both cities
increased marketing spending to reinforce the family-friendly, safe location messaging.
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May -June 2026 Marketing Surge Campaign
The Ask:deploy $1M immediately across drive markets and tier 1 new
markets
The current TAP Fund Balance is $16.1M and if approved would be
$15.1M
60 Day Surge Campaign Overview:
●Additional Software tools
●New + Increase Media placements
●Overall Investment Plan
●Long-term strategic outlook and Resort Beach access tactical plan
Where:Drive markets, DC, Charlotte, Philadelphia, New York, Pittsburg
and Atlanta
Why: Counteract any perception that Virginia Beach is a unsafe
destination with a family-friendly message
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For Consideration
1)Authorize the Surge Campaign at $1 million from TAP Reserves at the May 4th Formal
Session allowing immediate implementation
2)Modify Surge Campaign
•Reduced Campaign Scope and Spend
3)Other Direction from Council
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May -June 2026 Public Relations Plan
Post Incident Immediate PR Response
*The FINN team prioritized media monitoring to track reach
*Visit Virignia Beach team did not receive any direct national or international press inquiries regarding
incident
*CVB worked with the City’s Communication's Department to ensure all messaging was correct and aligned
PR Goals
*Elevate Virginia Beach’s profile as premier coastal destination offering family-friendly experiences, historic
charm and value-driven amenities
* Shift from reactive monitoring and on-hold status to a proactive media engagement strategy showcasing
vibrant character of Virginia Beach.
Immediate Past/Future
*Travel South press group on April 26 with Ottawa Life (Canada), Provoke Lifestyle Magazine (India), AU
Review (Australia)
*German golf/lifestyle media on May 2-3 including Märkisches Medienhaus and Urlaub für Unternehmer
*Michelin Green Guides on May 16-17
Awards including Meetings Today Best South US CVB/DMO, Best Convention Centers
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VIRGINIA BEACH | MAY-JUNE 2026 MARKETING SURGE CAMPAIGN
NEW Spend MEDIA Recommendation EXAMPLES
Streaming channels
Business Intelligence
Software
Online travel agencies
Social Media Platforms
Airline Partnerships
Search platforms
*Increased brand awareness that Virginia Beach is a family-friendly beach
destination
*Increased impressions, engagement, and conversions
*Increased visitation
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VIRGINIA BEACH | MAY-JUNE 2026 MARKETING SURGE CAMPAIGN
The long-term view
The $1M activates the next 60 days. The long-term plan makes sure Virginia Beach is always
the destination people choose first.
Shift the focus of the traveler type that we attract during March, April and May moving forward.
LEISURE
3xs family friendly
content creators,
sharing the story of
Virginia Beach by
promoting our
brand pillars of
family, outdoor
excursions, food, art,
and music.
FAMILY FRIENDLY
Additional Beach Activations
like beach scavenger hunts,
smores, movie nights, kids
surf classes, etc.
M&C
Target mid-size spring
Corporate and
Government segment
meetings through
marketing and sales to
drive weekday business
during the spring time
which will drive week long
demand when combined
with weekend leisure
travelers.
INTERNATIONAL
Partner with wholesalers
and distributors to share
shift international
business out of Myrtle
Beach and Atlantic City
into Virginia Beach.
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Resort Beach Access Tactical Plan
VIRGINIA BEACH | MAY-JUNE 2026 SURGE CAMPAIGN
This plan covers four work streams
*Monitoring
*Digital & Web
*Internal Operations
*Partner & Paid Media
Establishes real-time surveillance of national news, social media, and travel platforms with defined
escalation triggers and a "One Voice" spokesperson policy
Provides ready to use digital assets, scripts, and signage language for
hotel staff and frontline teams
Directs paid media to maintain destination appeal without referencing the restrictions
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VIRGINIA BEACH | MAY-JUNE 2026 SURGE CAMPAIGN
Resort Beach Access CVB Tactical Plan
1. MONITORING —IMMEDIATE PRIORITY
Active surveillance before any tactic deploys
Wire & National Coverage
Travel Platform Surveillance
Social Sentiment (Geo-Filtered)
Escalation Triggers
2. DIGITAL & WEB ASSETS
Landing pages, banners, geofenced social
Stewardship Landing Page
Top-Bar Website Banner
Geofenced Social (Dark Posts)
FAQ: Spring 2026 Stewardship
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Resort Beach Access CVB Tactical Plan
VIRGINIA BEACH | MAY-JUNE 2026 SURGE CAMPAIGN
3. INTERNAL COMMUNICATIONS & OPERATIONS
One Voice policy, frontline scripts, signage
"One Voice" Policy Memo
Frontline Flashcards
Staff Social Media Guide
In-City Signage Audit
4. PARTNER, HOSPITALITY & PAID MEDIA*
Hospitality toolkit, creative pivot, search management
Front-of-House Quick Script
Pre-Stay Email Template
Crisis-Lite Response Matrix
Paid Media: Creative Pivot
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