How do you market tourism when the world shuts down?

WanderLove

WanderLove was created as Virginia Tourism’s answer to safety and travel concerns stemming from the COVID-19 pandemic in 2020. The campaign was focused on promoting safe travel through in-state road trips with a heavy focus on outdoor experiences. Our strategy was to show people safely traveling in Virginia, not only promoting businesses and experiences, but the concept of traveling itself.

The creative celebrates traveling and road trips as a safe, fun activity in the midst of an otherwise difficult time.

This campaign won two ESTO Mercury Awards for state-level tourism marketing.