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VIRGINIA TOURISM
Capstone project for Virginia Commonwealth University and Virginia Tourism Corporation
Integrated Campaign
Strategist: Moira Sirois, Diamynd Wyatt
Graphic Design + UI: Ryen Harris
AD + CW: Josh Brown, Riley Eaton
As remote work becomes the norm, mentally clocking out—especially from home—can feel nearly impossible. This struggle often keeps curiosity at bay and stifles your sense of adventure. Our campaign and app, LoveVA, guide you on an interactive journey to break free from routine and discover all the excitement Virginia has to offer.
OBJECTIVE
Encourage travel from neighboring states to Virginia.
PROBLEM
Nothing about Virginia stands out to time-pressed travelers.
STRATEGY
Discover Virginia one weekend at a time.
CONCEPT
Discover the love, share the moment.
TV SPOT
A 30-second promotional spot introduces LoveVA and social activation, streaming exclusively to audiences in neighboring states (Maryland, Pennslyvania, West Virginia, and North Carolina).
LOVEVA APP
Explore Virginia virtually with an interactive compass, unlocking cities through a partnership with Hilton to earn exclusive discounts on your stays.
SOCIAL ACTIVATION
Share your adventure using #LOVEVA in Instagram Reels for a chance to win a Virginia getaway package: a free weekend stay and a curated itinerary.
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