WINCHESTER, Va. — The Shenandoah Valley Travel Association, the oldest tourism marketing organization for the Shenandoah Valley, recently launched a new digital campaign called “Epic Experiences” to bring younger visitors to the Valley.
Research indicates that shorter getaway trips – especially among the Millennial demographic – continue to gain popularity, and the Shenandoah Valley is superbly positioned to capture this travel segment.
“Increased interest in experiential niche tourism opportunities like craft beer, local cuisine, wine, arts, music, heritage, and outdoor recreation experiences are driving impressive tourism growth,” says Esra Calvert, Director of Research for the Virginia Tourism Corporation.
“We are very excited with the launch of the Epic Experiences ad promotion, as it taps directly into what today’s traveler is looking for. It quickly, and visually, highlights the wide range of experiences a visitor to the Shenandoah Valley can enjoy year-round,”says Julie Armel, SVTA President and Director of Marketing for the Museum of the Shenandoah Valley.
The campaign opened this summer with six themed flights that highlight water adventures, historic downtown events, wine trails, caverns, museums, and night skies viewing.
Visitors will be encouraged to come back the to Valley again and again, to try out new experiences.
SVTA is the recipient of a matching grant from the Virginia Tourism Corporation to support coordinated digital outreach.
“This new digital campaign helps us get the word out, in a very cost effective way,” says Armel.
SVTA’s digital marketing campaign is complemented by the VisitShenandoah website, and the distribution of a 35-page Shenandoah Valley Travel Guide in all 11 Virginia State Welcome Centers and state-maintained rest areas on Interstates 81, 64 and 95 in Virginia.
About Shenandoah Valley Travel Association (SVTA)
Founded in 1924, SVTA is one of the oldest regional tourism promotional organizations of its kind in the United States. The association promotes the tourism assets of the beautiful and historic Shenandoah Valley to the rest of the world. SVTA is a membership-based organization that receives no lodging or meal tax revenues. The Shenandoah Valley encompasses fourteen counties in Virginia and two counties in West Virginia, stretching from Harper’s Ferry in the north to Roanoke in the south.