Just because it is Winter, doesn’t mean you can’t live a little.
The challenge: As the end of peak vacation season loomed, the City of Virginia Beach came to us for help in driving visitation, targeting people who can take advantage of their weekends. To be known as more than a summer beach town, Virginia Beach needed to be seen as a fun and accessible vacation destination during winter.
The path we took: To help change its summer-only perception, Vigilant recommended Virginia Beach embrace the winter season and all that comes with it. Working with the client to develop scene ideas, we showed potential visitors that there is more to see and do in Virginia Beach than just go to the beach.
We were inspired by an insight that’s universal to our audience. Everyone knows the phrase “winter blues” and how it feels to endure gray skies as you long for warm weather and sunlight. We capitalize on this phrase – and flip it – by celebrating all the colors and experiences Virginia Beach has to offer. The idea speaks to the diversity of activities available and gives us an opportunity to showcase the year-round vibrance of this fantastic beach destination.
Our solution also took aim at making Virginia Beach synonymous with the spur-of-the-moment vacation. Being here, in the moment – any time of year – feels aspirational. It’s an idea that’s meant to excite and inspire people to take action. Relatable experiences that say “this is how you live spontaneously” are perfect for our weekend travelers.
Vigilant produced a :30 TV spot, along with various edits for social media. We also produced a digital display unit campaign, targeting people to explore more about the City of Virginia Beach on the unique winter season page of their official tourism website.