The Mikula-Harris team is just getting started on a branding project for the Town of Appomattox, VA. It’s a cool small town located east of Lynchburg. The drive between our office in Vinton and Appomattox is especially wonderful because most of the miles are in Bedford County. Returning from a meeting recently, I was driving west on Route 460. Once past the congestion of Lynchburg, you begin to see the beautiful Blue Ridge Mountains. As the sun slowly sank on the horizon, I was reminded where the inspiration for the ad campaign “Where Ordinary Ends, Bedford Begins” came from as well as the line of ad copy “To the east and west are bustling cities, but in between is pure bliss.”

The message perfectly hits the nail right on the head for Bedford. We knew instinctively that the branding and creative work we did for Destination Bedford was gold. Now that some time has passed, we’re able to see that it’s helping move the needle. All of the newly branded campaign materials hit the street in early 2020. The website launched in March and traffic grew steadily all through the year. There were three times as many users and page views in April 2021 than during the same period in 2020.

What are the reasons for this success? As with most tourism marketing success stories, it’s not a single magic thing. It’s a combination of things:

• The new website follows all best practices for SEO. Result: Organic Search as a source of traffic is up 490%.

• Social media as a source of traffic is way up because the team at Destination Bedford is working hard at consistently posting quality content.

• The management and marketing team at Destination Bedford is investing its advertising budget in the right places — building brand awareness and generating website traffic.

The future looks bright for tourism growth in Bedford County. In the meantime, the present is pure bliss.

One day last week while sitting at my desk in Virginia, I enjoyed a virtual tour of some tourist hot spots in New Hampshire. The production value was barely adequate — looked like much of it was filmed on a phone. The tour guide’s authenticity and love for the state was abundantly clear. The guide happened to be the Governor of New Hampshire, Chris Sununu. The entire, action-packed day was chronicled on Twitter under the hashtag #Super603day. If you’re wondering, 603 is the area code that covers the entire state.

Full disclosure, I was raised in New Hampshire and have spent time in many of the places featured during #Super603day. I actually grew up in the same town as the governor. I’ve never met him, but I did vote for his father who was the governor more than 30 years earlier.

Obviously, I love to see all governors support tourism. During my career in tourism marketing in Virginia, our governors have all supported tourism, though with varying degrees of enthusiasm. Sununu, though, takes it to new heights — almost 6,000 feet above sea level to be exact. One of the coolest parts of his trip was hiking into and then skiing Tuckerman Ravine on Mount Washington. I have hiked the trail several times, but never skied it. The journey continued south to Lake Winnipesaukee for boating and fishing. The Roanoke region of Virginia shares a special connection to Lake Winnipesaukee. The movie “What About Bob” with Bill Murray is set on the NH lake, but was filmed at Smith Mountain Lake. I can say from personal experience, that they are quite different but both very beautiful lakes. The governor’s day ended with a swim in the frigid ocean water at Hampton Beach. Many people don’t even realize that New Hampshire has beaches. The NH seacoast is only 18 miles, but it’s beautiful from Seabrook to Portsmouth.

As a tourism marketer, I enjoyed following the governor’s journey. No social media “influencer” could have brought as much sincerity. As a transplanted Yankee, it was a walk down memory lane. 

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As a refresher, you might want to take a quick look at the previous blog post. It summarizes some of the recent successes with Bath County Tourism, including a nearly 40% increase in web traffic over the same period a year earlier. Plus, we launched a couple of new initiatives including a Motorcycle Rides & Scenic Drives brochure and a consumer e-newsletter to people whose information we had been capturing via the website. Today, we’re going to share with you how we were able to accomplish these successes in a short period on a modest budget.

Set Goals — Without them it’s easy to get distracted and begin rationalizing how other things deserve your attention not to mention your limited marketing money. Once you have set your goals, devise tactics and a media plan to achieve them. Stay focused.

Create a Balanced Media Plan — There is no absolute right answer to the vexing question of what percentage of a media budget should go toward online vs print vs broadcast vs other methods. One thing we know, anyone who says to go all in 100% with just one outlet is a fool. In the case of Bath County, since increasing web traffic was a major goal, we purposefully created a media plan with significant investment in online options, including a foundation of SEM and Google Display advertising. Whenever applicable, we negotiated packages with print media publications to include advertising on their website and in their highly targeted e-newsletters.

Invest in Quality Creative — One of the great conundrums of destination marketing is that small, rural destinations need the highest caliber marketing materials even though they have the smallest budgets. Average destinations are a dime a dozen. In order to compete, the smaller ones have to stand out and make people say “wow.” That’s accomplished with professional creative work. In our opinion, it’s not worth the cost of buying an ad in a media outlet if the ad is low quality. It will hurt the brand not grow it. Make quality a priority.

Be Selective. Be Decisive. Be Bold — In previous posts we talked about launching the Motorcycle Rides & Scenic Drives brochure, a consumer e-newsletter and making a concerted effort to build the county’s reputation for world-class fishing. Early indications are that all of these are yielding results. We knew from the beginning that these would all require effort and money in the future. We could have come up with at least a half-dozen other projects but we chose these based on research and experience. Any niche initiative — wine and beer trails are popular examples — requires funding in every fiscal year not just the first one. “If you build it they will come” only works in the movies. A trail or other program is an attraction like a shop or museum and it needs to be marketed continuously. Once we settled on these projects because of their potential for success, we committed adequate marketing funds to each of them.

Harness Social Media — Even before Mikula-Harris began its partnership with the county, the office of tourism in Bath County had embraced social media. The official tourism Facebook account has twice as many followers as there are residents in Bath County. We’re now using that strength to achieve our goals. We’re sharing quality content, engaging our fans, and driving traffic to the website. It’s a powerful marketing tool that can reach a large audience with a small investment.

Keep the Main Thing The Main Thing — Before spending money on media, initiatives, projects or partnerships, we asked the question, “Will this advance our goals and be good for the long term viability of the brand?” If it doesn’t check both boxes, perhaps the money can be better spent on something else. Nothing is more important than the integrity of the brand.

One final note, the tourism businesses in Bath County, including lodging properties, shops, attractions and restaurants, have been extraordinary partners. They all understand the concept of a rising tide lifting all boats. All have been wonderfully supportive and generous. Because of them, 2020 is looking bright for Bath County tourism.

540.774.9932

6 Walnut Avenue • Vinton, Virginia 24179

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