Virginia Tourism Corporation (VTC) announced today it has selected two agencies of record for its advertising and paid media needs. Following an extensive Request for Proposal (RFP) process, VTC has selected Sway Creative Labs for its advertising agency of record and Love Communications for its agency of record for paid media.
Both agencies will provide support to VTC with high-level brand awareness campaigns and media strategies to promote Virginia as a premier travel destination.
Sway Creative Labs is a Norfolk, Virginia-based advertising agency that adds accountability to imagination with a strategic approach guided by data, influenced by experience, and steeped in intuition that delivers results for clients in all facets of industry. Sway has worked with various clients from Fortune 500 companies to local nonprofits including Visit Norfolk, Smithfield Foods, Rite-Aid, Sony Music, Sentara, Politico, and more.
Sway will develop and implement innovative marketing campaigns, strategies, and programs for VTC that will assist in increasing tourism to Virginia, specifically with the goal to attract new, repeat, and high-yield visitors to the Commonwealth.
Love Communications is a full-service advertising and marketing firm based in Salt Lake City, Utah. The firm represents clients in a wide range of industries and markets along with a tourism portfolio that includes the Utah Office of Tourism, South Dakota Department of Tourism, Santa Cruz, Visit Salt Lake, Ski Utah, Greater Zion, and Moab Area Travel Council.
Love will develop innovative and effective media strategies and plans that will assist in increasing tourism to Virginia. The organization will also work closely with VTC to develop and manage its Industry Advertising Co-Op Program, which is aimed at providing affordable and flexible advertising opportunities for Virginia’s tourism industry to attract new visitors.
“Sway and Love both showed their abilities to deliver strategic and resourceful solutions making the most of VTC’s resources while maximizing the impact of our advertising initiatives,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “Both agencies’ reputations for innovation in the industry positions them not only as strategic partners but also true game changers for our business. We are confident that with these new partners, VTC will be able to achieve its marketing objectives effectively and efficiently.”
“Sway’s exceptional capabilities, talent, resourcefulness, and nimbleness make them the ideal choice to meet the advertising needs of the agency,” said Lindsey Norment, Brand Director of Virginia Tourism Corporation. “Furthermore, as a Virginia-based agency, Sway demonstrated familiarity with Virginia as well as a consistent plan to further that knowledge.”
“Love Communications demonstrated its capability to think outside the box and deliver cutting-edge media solutions,” Norment said. “Its track record of innovative campaigns and forward-thinking strategies has garnered the organization industry recognition as a leader in the field. By selecting Love, we are bringing on board a partner who will explore new possibilities and deliver breakthrough results for Virginia.”
“Sway is honored and excited for the opportunity to not only further such an indelible brand, but also to ensure that the Virginia travel experience is just as recognizable,” said Jarrett Beeler, Principal and Creative Director of Sway Creative Labs.
“We are absolutely thrilled to collaborate closely with Virginia Tourism Corporation, developing innovative media strategies that will bolster tourism in this remarkable state,” said Jonathan Smithgall, EVP, Digital Marketing & Media at Love Communications. “Our entire team at Love is deeply honored to form this partnership and eagerly look forward to showcasing the incredible wonders of Virginia to the world.”
Sway Creative Labs and Love Communications will begin working with VTC on July 1, 2023.
For more information on VTC’s Brand Management, visit vatc.org/marketing/advertising.
About Virginia Tourism Corporation
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and visit. Learn more at virginia.org.