HomeMy WebLinkAboutCONVENTION CENTER MARKETING CAMPAIGN UPDATEVirginia Beach CVB
MARKETING UPDATE
City Council Briefing
Nancy Helman, Director
June 23, 2026
AGENDA
●Marketing Year Round
●Happiness Is Campaign
●Earned Media
●Visit Virginia Beach Website
●Content Creators
●Philadelphia Activation
●Disney + / CBS Placements
●Co-op with VTC
●Marketing Performance + New Tools
●Holistic Marketing Approach
●Surge Campaign
●DMO Comparison
●Destination Performance
2
Marketing Year Round
3
Overall Targeting Approach
•Those Showing Travel Interest
•Those Showing Travel Intent
•Those Actively Booking and Researching Travel
Interests
•Beach Travel, Family Travel
•Food & Restaurants
•Outdoor Adventure
•Festivals & Live Events
•Shopping
•Pre and Post Cruise Travelers
When
•Year-Round
•Seasonal Campaigns Targeting Seasonal
Interests in Primary, Expanded and Growth
Markets
Awareness
Consideration
Action
HAPPINESS IS CAMPAIGN
Digital Display
Mobile High Impact
Expedia Native
Homepage Ad
Print Paid Social
4
EARNED MEDIA
Impressions and Advertising
Value Equivalency for USA, UK, Canada
Total Impressions:
Advertising Value Equivalency:
Source: Meltwater Fiscal YTD 2026
3,065,441,720
$27,463,811
5
VISIT VIRGINIA BEACH WEBSITE
Total Visits Fiscal YTD 2026
Page Views:
Average Session Duration:
Users:
8.4M
2m 05s
4.9M
2026 IAC Award for Best Travel Website -
Breaking Barriers at the Beach: A 100%
Accessibility Score for the new
VisitVirginiaBeach.com
Source: GA4 July 1, 2025-June 15, 2026 6
CONTENT CREATORS
YTD PERFORMANCE
●10 creator partnerships executed
●47 posts published (In-feed & Stories)
●470K impressions
●107K reach
●2.7K interactions @dcfoodgod
Washington, DC
@robkellysurf
Ocean City, NJ
@dmvbite
DC, MD, VA
@_stormyblue
VirginiaSource: Stellar Creators June 15, 2026 and Meta Business Suite
@katayah @visitingwithvega
@urnovafoodie @virginia.adventure.family
@astoldbydomm
7
PHILLY ACTIVATION "The Drop"
Dilworth Park SEPTA Transport Station
High-Impact Video Placement
Dilworth Park
"The Drop" Creation
Dilworth Park The Drop Event
8
DISNEY+ ZOOTOPIA 2 &
CBS SURVIVORS 50th PLACEMENTS
Disney+ Zootopia 2 Placement Survivor 50th Season Premiere Placement
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CO-OP WITH VTC IN PHILADELPHIA
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MARKETING PERFORMANCE
+ TOOLS
Fiscal YTD Media Performance
Total Media Impressions
Total Leisure Conversions
Leisure Video Completion Rate
453 million
1.3 million
72%
Source: Looker Studio July 1, 2025-June 15, 2026 11
VISIT VIRGINIA BEACH EVENTS
MARKETING HOLISTIC APPROACH
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SURGE CAMPAIGN LAUNCH
Hopper (with Capital One)
Steller Creators Program
Partner Investment Opportunity
United Airlines Display Airline Reach travelers at scale
Steller Creators
Program Creators Inspire bookings via
creators
Amazon Digital Sports + streaming reach
Disney + Hulu
Streaming Digital Family co-viewing reach
Sirius XM Digital Premium podcast audio
ads
YouTube Digital Family-focused
awareness
Hopper + Capital One OTA Travel booking integration
TripAdvisor OTA High-intent travel
audience
Expedia (Increase)OTA Scale high-performing
spend
Meta (Increase)Paid Social Expand family audience
reach
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SURGE CAMPAIGN CREATIVE
Expedia (digital banners, landing pages)
TripAdvisor (digital banners)
Sirius SX (podcast ad, companion banner)
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DMO COMPARISON
DMO Spend on Marketing for Comparable Markets
Source: MBACC City Council Accountability Presentation July 2025-April 2026, 2026 Visit Atlantic City Sales & Marketing Plan, 2025-2026 Daytona Beach Marketing Plan,
Town of Ocean City Fiscal Year 2027 Proposed Budget, Visit the Palm Beaches Proposed 2027 Annual Budget, Visit Virginia Beach Proposed Fiscal Year 2027 Marketing
BudgetMarketing Budget (in millions)*Indicates proposed FY27 budget
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DESTINATION PERFORMANCE + SUCCESS
STR performance for fiscal year to date 2026
(7/1/25-6/6/26):
•Occupancy: 61.2% (+2.93% growth YoY)
•ADR: $159.11 avg (+1.35% increase YoY)
•RevPar: $97.38 (+4.32% increase YoY)
•Hotel Demand: 2,635,860 (+2.84% increase YoY)
•Hotel Revenue: $419,378,679 (+4.23%increase YoY)
Amadeus Pace (remainder of 2026):
•Occupancy pacing ahead by +7.6%
over same time last year
Source: CoStar July 1, 2025-June 15, 2026 and Amadeus Travelclick June 10, 2026 16
THANK YOU