CASE STUDY
The Campaign
Charlottesville tourism partnered with DN Media 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's 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.
Our Final Media Package
4x 60 second videos
2 videos for Visit Charlottesville’s social media
5x lifestyle images for www.visitcharlottesville.org
TV segment for Coffee with America
Blog post for The Daily Affair
Live social media during filming & stay on Dayvee Sutton’s accounts
+ EXTRAS
+ EXTRAS
Scroll below to see the content.
4x 60 second videos
Theme: Arts/Culture
Theme: History through your eyes
Theme: Food Culture
Theme: Brews & Wine
Social Media videos
5x lifestyle images for www.visitcharlottesville.org
The following link has images we shot for this campaign. There are 18 edited photos available.
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
Live social media during filming & stay on Dayvee Sutton’s accounts
Posted 20 photos and videos on @dayveesutton.
Used 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:
CLICK HERE to view post live.
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.
CLICK HERE to view the post live.
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.
A dedicated segment on this program is a $5000 media value.
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:
Wow! We were blown away with the over-delivery. Not only did Dayvee and team present beautiful work, but they were easy to work with and we relied on their experience for storytelling and concept. The creative video delivered was beyond our expectations.
Ashley S.
Clean Inc