In an effort to boost tourism and Alexandria's local economy, Visit Alexandria is launching a a new ad campaign and digital content to welcome Black visitors to the region.
The Delta variant of COVID-19 is already starting to hurt the travel and tourism industry's recovery from the first few waves of the COVID-19 pandemic.
U.S. leisure travelers plan to significantly pare back travel plans amid rising COVID-19 cases, according to a new national survey conducted by Morning Consult on behalf of the American Hotel & Lodging Association (AHLA). About 69% of survey respondents plan to take fewer trips, 55% plan to postpone existing travel plans, and 42% said they are likely to cancel existing plans without rescheduling. Nearly three in four (72%) are likely to only travel to places within driving distance.
The new campaign by Visit Alexandria focuses on this driving-distance market while highlighting Black business owners and leaders with a significant nod to the city’s history and progress forward due to the contributions of Black Americans.
“We’re thrilled to roll out this major new campaign to build on our last 8 years of painting a more complete and inclusive picture of Alexandria,” said Visit Alexandria President and CEO Patricia Washington. “Our destination is more ready than ever for this campaign given the City of Alexandria’s investment and development of new Black history experiences through the Office of Historic Alexandria, citywide priority around race and social equity, as well as newly-opened businesses and the transformation of our waterfront.”
With supplementary funding from the American Rescue Plan Act, Visit Alexandria had the opportunity to hire the award-winning Creative Theory Agency. Creative Theory Agency is a culture-focused marketing agency based in Washington, D.C.
Advertising Campaign and New Assets
The campaign tagline “Drop In” conveys a sense of welcome while referencing the excitement of unplanned discovery and surprise that visitors have when they come to Alexandria, Visit Alexandria explained.
Featured Black business leaders include Stuart Robinson, manager of Misha’s Coffee; John T. Chapman, owner of Manumission Tour Company; Audrey Davis, director of the Alexandria Black History Museum; Nicole McGrew, owner of Threadleaf boutique; and Brandon Byrd, owner of Goodies Frozen Custard & Treats.
The 60-second campaign video can be viewed on the campaign landing page at VisitAlexandriaVA.com/DropIn.
