~Virginia Tourism Corporation launches Philly Takeover marketing campaign to inspire travel to Virginia~
RICHMOND, VA – The Virginia Tourism Corporation (VTC) is bringing its iconic Virginia is for Lovers brand to Philadelphia with a high-impact “Philly Takeover” marketing initiative, inspiring residents of the City of Brotherly Love to discover why there’s so much to love about a Virginia vacation.
In partnership with Visit Alexandria, Visit Culpeper, Visit Fairfax, Visit Norfolk, Visit Prince William, and Visit Virginia Beach, VTC will launch a comprehensive, multi-channel marketing effort showcasing the incredible variety of travel experiences Virginia has to offer. This hyper-targeted initiative is part of VTC’s “Vacation Starts with VA” flagship campaign and will showcase that branding alongside striking visuals from each partner destination.
Launching September 8th, the Philly Takeover campaign aims to raise awareness, spark Virginia travel inspiration, and convert Philadelphia residents into Virginia visitors just in time for peak fall getaway season.
“Philadelphia is a key drive market for Virginia, and this campaign will connect directly with travelers seeking authentic, memorable experiences,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “Whether planning a weekend getaway, a family vacation, or a much needed escape from the hustle and bustle, Virginia offers an unmatched abundance of options that inspire exploration within easy reach of Philadelphia.”
This co-op campaign represents a strategic investment between VTC and the six destination marketing organization (DMO) partners to maximize Virginia’s presence across the Philadelphia region through a variety of high-visibility activations, including:
- SEPTA Metro Station Takeover: A complete branding blitz at key transit hubs
- Phillies Partnership: LED ribbon signage, scoreboard video features, and an in-game activation during Philadelphia Phillies home games during the week of September 8-12
- Carvertise Vehicle Wraps: Eye-catching branded cars across the city
- Philly to VA Sweepstakes: A targeted giveaway designed to inspire trip planning to Virginia and drive traffic to Virginia.org
- Digital and Social Media Advertising: Meta retargeting campaigns, strategic display ads, and high-impact digital placements
Through these combined efforts, the Philly Takeover campaign is projected to deliver millions of impressions, drive thousands of prospective travelers to Virginia.org, and strengthen Virginia’s position as a premier travel destination for Philadelphia-area residents.
For more information, visit PhillyToVA.com.
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.