Luray Caverns, the largest series of
caverns in Eastern America, was discovered in 1878 in Luray, Virginia. Today, well-lighted, paved walkways lead visitors through cathedral-sized rooms, towering stone formations and natural
wonders.
Marketing agency White64 just kicked off its latest creative campaign for Luray Caverns, “Carved Over Time,” across digital, social, online video and print. The
work runs regionally across key driving markets, including Baltimore, Washington D.C., Raleigh, N.C. and New York.
The agency partnered with four woodcut artists to create hand-carved
illustrations — a meticulous process that mirrors the gradual formation of the caverns. In addition, an interactive “stalac-timeline” microsite details the caverns history, the
artists’ stories and their artistic process.
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“Carved” is a new iteration of Luray's long-running brand platform “What Will You Discover?”
In
one ad, a stalactite lengthens against markers of human and geological history — the Ice Age, Stone Age, Middle Ages and the present. The work illustrates geological time vs. the shortness of
one life. The campaign’s message: “Luray Caverns. Don’t let it pass you by.”
“The caverns were formed drop by drop over immense stretches of time,” said
Bill Huffman, director of marketing, at Luray Caverns. “We wanted to honor that by investing the same kind of care and intention into how we tell that story, and by inviting people to experience
it for themselves.”
“As content is created faster and faster, choosing what’s worth our time becomes more important,” added Mick Sutter, CCO at White64.
The
agency's creative includes Washington Metro Area Transit, PenFed Credit Union, Bio and Keel.