Virginia Is For Everyone

A new print advertising campaign for the Virginia Tourism Corp. attempts to show would-be travelers that the commonwealth can be virtually all things to all people.
The campaign was created by Siddall, Matus & Coughter in Richmond, Va.
The theme of the advertising plays up the various facets and attractions in the state, matching them with people’s interests. The agency then places the ad in a publication that specifically targets the tourists it is trying to attract. To wit: an ad aimed at history buffs discusses Virginia native Thomas Jefferson and his Monticello home, and will appear in American Heritage. Ads in Outside show people mountain biking or navigating the state’s white water rivers in a kayak.
Other ads in the current flight play up Virginia’s beaches and other aspects of its culture and history. Three TV spots are running at the same time, though they are not as audience-specific as the print work with the exception of one execution. That spot has a golf theme and is running on cable TV’s The Golf Channel.
-Jim Osterman