Travel Case Study

DESTINATION

THE CAMPAIGN

Charlottesville tourism partnered with Dayvee Sutton to produce a series of videos centered around the themes of:
  • Foodie/Wine 
  • Arts/Culture 
  • History/People

BRAND'S PROBLEM TO SOLVE

Since 2017, people think of Charlottesville as a place for alt-right terrorism.

Unfortunately, when you google Charlottesville, Virginia, the images of the White Nationalist protests of 2017 flood the search results.


That means all of the usual highlights, like the University of Virginia and the homes of the founding fathers James Monroe’s Highland and Thomas Jefferson’s Monticello don’t even make the scroll until three pages down. UVA and Monticello are UNESCO World Heritage Sites; and forget about learning about the wine trail, which includes Blenheim vineyards, owned by singer Dave Matthews.

BRAND'S GOAL

Brand awareness that inspires people to visit the destination and experience the historical sites through their own eyes.
The goal is to point out the diverse array of attractions that the Charlottesville destination has to offer – history, wine, arts, etc. The call-to-action is to drive people to www.visitcharlottesville.org to learn more information about the destination to start planning their trip. 


BRAND MARKETING MESSAGE

 "Where tradition is always new"
*learn more about the marketing message campaign HERE.

OUR PRODUCING CONCEPT

To produce a series of videos in our cinematic lifestyle style for Charlottesville and Albemarle County tourism to distribute on their platforms. We also produced TV segments and digital posts. The videos covered history, art, food and wine offered in the area.


4x 60 second videos
Theme: Arts/Culture



Theme: History through your eyes




Theme: Food Culture




Theme: Brews & Wine



2 videos for Visit Charlottesville's social media





5x lifestyle images for www.visitcharlottesville.org

The following link has images we shot for this campaign. There are 18 edited photos available.
https://drive.google.com/drive/folders/1Y11RBG6oGI772RqoENfoKBaKMWFNoiqf?usp=sharing




TV segment for Coffee with America
Air date 7/14/18, re-played during the week

CUMULATIVE AUDIENCE FOR PROJECT: 2,510,000

CUMULATIVE TV PLACEMENTS:    940
CLICK HERE TO WATCH

Blog post for The Daily Affair

Post date 7/11/18
CLICK HERE TO VIEW



Live social media during filming & stay on Dayvee Sutton’s accounts

Instagram

Posted 20 photos and videos on @dayveesuttonUsed hashtags: visitcville, charlottesvilleva, charlottesville with @charlottesvilleva. 
Check feed for posts from May 22-June 14, 2018.


Instagram stories

Check @dayveesutton highlighted stories labeled "Travel" to see the 40 stories produced during the trip to Charlottesville. Used hashtags: visitcville, charlottesvilleva, charlottesville with @charlottesvilleva


On Facebook

Here's the posts on Dayvee Sutton's Facebook:

https://www.facebook.com/search/str/charlottesville+dayvee+sutton/stories-keyword/stories-public

With the most success with the post labeled "Explore Charlottesville" reaching 55K+ views at the time of this report.

And our social media followers were thoroughly impressed. Here's a few comments:

EXTRAS

It is our pride to over deliver.
So, check out what else we did for this campaign!

360° photostory

Get an edge on the content game with interactive photos. Here's our post for Charlottesville when Dayvee was at James Monroe's Highland.
A feature like this is rated at $1000.

TV Segment for The Jet Set TV

A feature on Michie's Tavern in Charlottesville. 

Air date 9/24/18, re-played during the week

TOTAL IMPRESSIONS FOR THIS SEGMENT:  6,500,000
A dedicated segment on this program is a $5000 media value.
CLICK HERE TO WATCH


Stay Charlottesville on The Daily Affair

Post date 8/15/18
A post on The Daily Affair ranges from $750-$1000.
CLICK HERE TO VIEW


The destination used the video on their website and promoted on their social media channels. 

Here's what the brand manager had to say:

This campaign far exceeded our expectations with all of the content that Dayvee Sutton and her team at Dream Network Media delivered. Her team sold us the value of TV coverage in a time when others are focussing on social media marketing. It was amazing to get two full segments on The Jet Set and Coffee with America. The Dream Network  Media team was literally a dream and their creative ideas impressed our entire team.

OVERALL, THE REACH FOR THIS CAMPAIGN WAS:

9,116,900

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