Late Summer/Fall Campaign

Who says the beach is just for summer?

We offer good vibes, year round.

The challenge: For a destination like Virginia Beach, the summer months almost promote themselves. But as the seasons change and school routines dictate family schedules, visitation drops – though the region’s appeal stays strong. To help hotels and attractions experience a post-summer boost, Virginia Beach set its sights on an early shoulder season campaign to increase awareness of the destination. As core markets with greatest potential for fall visitation were defined, Vigilant got to work inspiring visitors to come to Virginia Beach – and do it soon.

The path we took: The timing of this project presented a unique opportunity for Vigilant. This campaign would be running from late August to November, crossing over multiple seasons and several weeks of viewership. Rather than relying on a single hero TV spot to carry the weight of the campaign during its lifespan, Virginia Beach needed a versatile solution that could remain fresh during the duration of the buy.

This reality – and an abundance of featured experiences – inspired us to guide the client to a media buy for six :15 spots instead of a single :30 spot. Extending the good vibes of summer, we highlighted six unique aspects of the City that are primarily seen as seasonal attractions to show what viewers could experience right now. This approach gave our client broader reach in terms of TV viewership, and the ability to track and measure how different USPs worked with their audiences on social media.