The Virginia Tourism Corporation and Chile Tourism are getting an early start on post-pandemic travel planning by reminding those stuck at home about their respective destinations.
Virginia Tourism Corporation’s campaign serves as a postcard to wish recipients were there. The campaign, developed with The Martin Agency,
includes videos of the region’s impressive landscapes and notable landmarks, including the James River and Big Meadows. The spot ends by reminding viewers “Virginia is for
The effort runs across Virginia Tourism’s social channels as well as on in-state TV through a partnership with the Virginia Association of Broadcasters. There’s an additional social component to help support local businesses through a downloadable toolkit inviting local owners to create their own content and reminders that they, too, are excited and waiting to reconnect with guests.
“Everything was done using existing library footage and photography, so it was completed in mere days with zero dollars spent on sourcing assets,” explains Adam Stockton, creative director. “To make it work, Martin had the idea and Virginia Tourism executed. Our first pass was done in hours.”
Meanwhile, Chile Tourism is releasing a “complementary” virtual campaign to supplement the existing destination promotion, “Where the Impossible Is Possible” that launched in January. This work was produced by the destination’s in-house branding team and the tourism board’s content agency, Reprise.
Similarly to Virginia, Chile’s video also showcases the country’s impressive scenery, from the Rapa Nui to wine country vineyards, while proclaiming these iconic spots will still be available once travel restrictions are lifted. “It's time to pause, but the landscapes you’ve been longing to visit will be here waiting for you,” the video tells viewers. “Get inspired, prepare and plan ahead.”
Further videos, including one focused on the millennial demographic, will be unveiled this month.
Chile Tourism is also building a virtual hub to entice visitors interested in specific experiences, including the Chile 360 app aimed at hikers, the Chile Mobile Observatory showcasing Chile’s status as the “astrotourism capital of the world,” and Chilean Wines aimed at oenophiles.