An exciting new print ad campaign for the Roanoke Valley Convention & Visitors Bureau hit the streets for the first time last week on the pages of Blue Ridge Outdoors magazine. The ad campaign is a key component of the rebranding initiative begun by Inprint and the RVCVB more than six months ago. The great creative work for this campaign followed extensive analysis of the RVCVB’s brand and positioning in the Mid-Atlantic travel marketplace. Targeted, strategic work is only possible when there is a thorough understanding of a brand’s strengths and personality. After all, advertising is a creative interpretation of a brand.
Each ad uses a three-line headline made up of active phrases that suggest things to see or do or experience in the region. As the campaign unfolds in coming months, the headlines will mention specific places or different activities as well as more emotive choices like “reconnect with your family.” Every ad will be anchored by the powerful closing line “It’s a Blue Ridge Day.” The combination of the images, headline and tagline offer the viewer both a practical and an emotional reason for wanting to escape to the Blue Ridge Mountains.
The campaign is very versatile. It can be adapted to appeal to all segments of the travel market – outdoors, heritage, budget-conscious, arts & culture, group travel and even meetings & conventions. No matter which audience the campaign speaks to, one thing will remain constant. The ads accurately convey the wonderful experiences available on each and every Blue Ridge Day.