WV Division of Tourism celebrates National Travel & Tourism Week, launches new advertising campaign

CHARLESTON, WV (May 13, 2010) – The West Virginia Division of Tourism Office will join states nationwide in celebration of the 27th annual National Travel and Tourism Week May 8-16.

“West Virginia has an incredible variety of vacation opportunities,” Gov. Joe Manchin said. “Gayle and I love spending time in the mountains with our children and grandchildren because there’s so much to do and it’s a great way for all of us to take a break and enjoy the beautiful scenery.”

Travel and tourism is a $4.38 billion industry for West Virginia, providing 44,000 direct jobs and generating $591 million in tax revenue. Travel is a broad and diverse industry employing a vast workforce, from airline and attraction employees to restaurant, hotel and attraction personnel.

“Travel and tourism is one of the most reliable generators of jobs at all levels of the American economy, including right here in West Virginia. We aim to show the powerful role of travel,” WV Dept. of Commerce Secretary Kelley Goes said.

The WV Division of Tourism office will mark the importance of travel and tourism in the state with the launch of its new advertising and marketing campaign.

“There is a unique connection that travelers experience when they visit West Virginia,” state Division of Tourism Commissioner Betty Carver said. “Our new campaign engages the audience with a very simple but poignant question ‘Where is your West Virginia?’ and immediately has them thinking about their favorite adventures, all the while enticing them to return for more.”

The campaign is designed to be very you-centric, the headline and copy present a story in which the audience is the main character. Each headline begins with “you,” pulls the reader into a present-tense, West Virginia-based scenario and culminates with the question, Where is your West Virginia? GPS coordinates are used to tie directly to captivating images of West Virginia, as well as physically pin pointing unique destinations and activities awaiting visitors. A distinct outline of the state boldly conveys that West Virginia is the travel destination.

 “We hope the new ads will encourage West Virginians and potential visitors to take a look at our state as a fun and affordable destination with something for everyone,” Gov. Manchin said.

The multi-tiered campaign will be placed online, in print, broadcasted by radio and television and featured through a series of outdoor boards.

“We believe that showing the outline of the state in each ad is critical,” Stonewall Retail Marketing President Tom Crooks said. “The shape of West Virginia is distinct. What West Virginia offers is unique. The state’s proximity to more than half the U.S. population and its dominant value point (scenic beauty) are a distinct advantage, promising consumers an escape from traditional vacations with long lines, traffic jams and expensive hotels.”

Carver said, “The new campaign emphasizes West Virginia’s close proximity, family values, affordability, familiarity, variety, scenic beauty and comfort for travelers of all ages and interests.“

To learn more about the West Virginia Division of Tourism and its marketing initiatives, visit www.wvtourism.com.

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