White Digs Deep for Luray Caverns

BOSTON White & Partners said it has leveraged its destination marketing expertise to add an assignment from Virginia’s Luray Caverns.

“We’re excited to work with White & Partners,” said John Shaffer, vice president of marketing at Luray Caverns. “From their recent award-winning ‘Meet Virginia’ campaign to the current Washington Nationals Baseball Club effort, they’ve demonstrated excellence in travel and entertainment campaigns. I am sure Luray Caverns and the region as a whole will benefit from their expertise.”

Since the caverns’ discovery in 1878 by a tinsmith and a local photographer, visitors by the millions have made the site one of the most popular attractions in Eastern America.

Ad spending was not disclosed.

White & Partners is located in Herndon, Va. The 50-person shop led by CEO Matt White is independently owned and handles approximately $55 million in overall billings. Late last year, the agency hired Kipp Monroe from Waylon Ad in St. Louis as chief creative officer. It has also recently handled assignments for the Navy Federal Credit Union, Software AG and Touchstone Energy Services. It lost the Virginia Tourism account last year.

—Adweek staff report