Advertising

The LCVA promotes Loudoun County as a leisure destination through a coordinated, research-based advertising campaign. Research from Randall Travel Marketing indicates that Loudoun has great appeal as a destination for getaways and short vacations but outreach messages must present a solid brand compelling overnight visitation.

Leisure Advertising Goals

The goals of the advertising campaign are: one, to increase overnight and day visitation to and spending with Loudoun’s tourism products; and two to increase Loudoun’s share of market of current traveler spending in Virginia.

Strategy

Develop and create ads for print publications including newspaper, the Virginia Travel Guide, Where Magazine, AAA World magazine. Drive inquires for getaways to phones and web.

Target audiences:

• Average age: 40 – 60
• Mostly women, as travelers and decision makers, planners
• Median income: $60,000 - $80,000
• Within 4-5 hours in Virginia, Pennsylvania, Maryland, North Carolina, New York
• Like scenery, countryside, shopping, wineries, historic sites, recreation
• Most plan 1-3 months in advance
  • Magazines will target advance planners
  • Newspapers will target short term planners
• Favorite places are colonial Williamsburg, Shenandoah National Park, Blue Ridge Parkway
• Likely to be repeat visitors

Umbrella Key Message / Promise

Make Loudoun County your getaway destination! Call or go online today to learn more about the adventures awaiting you and your family or friends only a 4-5 hour drive away.

Secondary Messages

Rediscover yourself in Loudoun County Virginia. See more. Do more. Relax more. Enjoy more.

Support for Message

Loudoun County, nestled only 35 miles northwest of Washington, DC, is the home of Virginia’s scenic horse country, wineries and historic towns, America’s newest Air and Space Museum and great meeting spaces. Visit any of the 11 local wineries; stroll and shop through the quant villages and towns; play at one of our seven public golf courses; enjoy shopping at one of the areas premium outlet malls; check out the abundance of antique shops; bring the girls and pamper yourselves at a luxury spa; go back in time to the revolution — or the civil war… visit historic sites, battlefields, or take the route Robert E. Lee and his men took on the way to Gettysburg. Stay at a luxurious resort or a quaint bed and breakfast in the country. Enjoy a one-of-a-kind seven course meal, a bite from a local deli, or locally brewed ale at a bistro.

 

 

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