WADMC 2012 Marketing Plan

  • Targets our most profitable segment: Gen X families  traveling with kids
  • Focuses consumer attention on the website
  • Supplement TV schedule with VA Tourism co-op to increase frequency


Creative Approach

  • Refresh current campaign utilizing existing assets - kids focus
  • Apply contemporary graphic feel
  • New color palette for seasonal changes
  • Integrate a mom-centric style and tone


Campaign Components

  • Television Advertising
  • Rich Media & Search Campaign
  • Destination Website
  • Public Relations
  • Research


Refresh Message

  • On vacation mom wants her kids happy and having fun
  • Let her know Williamsburg is the right choice
  • Describe the trip in ways parents would love to hear from their kids at the end of their vacation
  • Develop the next generation of “Are You Free” campaign