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Research shows that 98% of leisure travelers to the Roanoke Valley arrive by automobile. Visitors come from all across Virginia as well as neighboring states. In the spring and summer of 2008, the Roanoke Valley Convention & Visitors Bureau asked Mikula|Harris to develop a targeted campaign to increase visitation from North Carolina. The campaign consisted of a series of ads that ran in newspapers in select cities in NC. The ads directed potential customers to a landing page specifically designed to support the ad campaign.