The Brief.

Tasked with driving overnight visitation to the region and taking consumer research around the unprecedented impact of COVID-19 on consumer sentiment, we found opportunity in people’s innate desire to break from the chaos of day-to-day life, and live life at your pace. Using a range of captivating images paired with simple headlines, the campaign showcases the surprising variety of experiences throughout Greater Williamsburg, setting the stage with plenty of reasons for a first, second, or even third visit. Creative was paired with a multi-channel, integrated media strategy, adjusted continuously, based on performance data and ever-changing consumer sentiment.