While at Virginia Commonwealth University we had two representatives from Virginia is For Lovers, Lindsey Norment and Leah Harms, come into our class and present the problem that Virginia tourism is declining. Our class was put into groups and we competed to find a solution to their problem. Our groups idea was chosen as the best out of the many solutions given.

Problem

Virginia isn’t positioned as a destination for exciting and approachable outdoor activities.

Target- Who are we talking to?

The young and adventurous (M/F ages 23-35 ) that have more free time than they realize. They crave adventure that can fit into a weekend and deliver the best experiences for the lowest cost.

Facts

• Millennials are twice as likely than other generations to seek adventure

• Nearly 80% of millennials say that attending live events makes them feel more connected to other people, the community, and the world.

• Festivals offer space within a temporary community of non-judgemental, classless peers, allowing participants time to reassess their priorities and make minor re-definitions of themselves.

Insight

People go to festivals based on their own personal interests, but once they get there the real experience is connecting with other people.

strategy

Virginia has a festival for you, you just need to find it.

Creative

• Implement 360 degree photos on Virginia is For Lover’s website and social media platforms by using virtual reality.

Creative

• Invisible logo that only appears when it rains.