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In 2021, The City of Virginia Beach Communications Department was tasked by City Council with developing an educational campaign for a $567 million flood protection program that would be placed on the election ballot. Below is an overview* of the campaign and how staff strategically brought partners to the table to develop an award-winning, memorable…

The following case study below of Virginia Beach’s summer 2020 tourism success story during COVID-19 was authored by Bill Hanbury, the Virginia Beach Convention & Visitors Bureau’s Executive Advisor, in collaboration with the CVB Marketing Communications team, Orange142, Robby Wells with I AM OTHER and FINN Partners. Over the last three months, Virginia Beach has…

A mix of old and new data tools can help tourism experts today develop fluid marketing plans during a pandemic.

Switch to UGC and Influencers Dramatically Improves Social Engagement for Coastal City Research shows that 85 percent of consumers find visual user generated content (UGC) more influential than brandphotos or videos. Roughly 30 percent of the time millennials (a major target audience for Virginia Beach) spendconsuming all media is spent on UGC. In 2017 and…

Travel Agency-Turned-Escape Room Themed Popup Gives New Yorkers theUltimate Virginia Beach Experience; Lifts New York Arrivals The Virginia Beach Convention & Visitors Bureau (CVB) Marketing Communications team was tasked with shiftingperceptions and raising awareness of the destination among media and consumers in the key market of New York City,particularly with Gen X and millennial families.…

LEAN Principles Applied to Marketing Efforts Lead to Innovative Ideas Marketing initiatives can contribute significantly to an organization’s innovation strategy. Innovation activities for marketingcan include testing new ideas, engaging stakeholders in new ways, developing new solutions based on digitaltechnologies and rethinking an organization’s approach to partnerships. The following example shows how creating aculture of innovation…

The CVB Marketing Communications team uses trends and insights in their data to identify and find solutions for media and content development strategy that influences visitor arrivals. The marketing and leadership team wanted to test digital campaign strategy surrounding five lifestyle travel pillar messaging, known as “passion pillars” (arts/entertainment, history, outdoors, culinary and craft beer),…

Taking the time to read case studies is critical for communicators before disaster strikes.