Richmond courts the capital

Richmond’s boosters are launching a month-long media blitz aimed at persuading Washington residents to “like” Richmond.

The Richmond Metropolitan Convention & Visitors Bureau has invested $45,000 to fill advertising space inside the D.C. Metro stop that services the downtown Verizon Center with ads pitching Richmond as a sophisticated, hip and historical haven.

“We love it. We feel like it’s a good fit,” said Jennifer Carnam, vice president of marketing for RMCVB. “It catches both commuters and tourists who are in D.C. So far it’s been getting incredible buzz.”

RMCVB secured the ad space with assistance from the tourism council, which is providing support to the bureau for the campaign.The visitors bureau has also partnered up with the Virginia Tourism Corporation to offer social buying deals, similar to those on Groupon and LivingSocial, aimed at D.C. residents who “like” the Virginia Is For Lovers Facebook page. A new deal is being offered each day this month.

The ads consist of several banners and lighted signs throughout the metro station, as well as 27 panels that display a timeline of events from 1861 to 1865. Technology allows the tourism bureau to track response to the ad with the help a QR code that can be scanned by smart phones. If someone viewing the ad scans the code, his or her phone will display information about visiting Richmond.

“If you scan a code about the state capital, it will take you to an itinerary that includes a tour of the capital,” Carnam said.

The group can also track how many people access the information using their phones.

Carnam said they are focusing their marketing efforts on Washington because its proximity makes it a target market for tourists. She said a smaller push into D.C. was successful last year.

“We are fishing where the fish are,” Carnam said. “That’s where our visitors come from.”

Richmond’s boosters are launching a month-long media blitz aimed at persuading Washington residents to “like” Richmond.

The Richmond Metropolitan Convention & Visitors Bureau has invested $45,000 to fill advertising space inside the D.C. Metro stop that services the downtown Verizon Center with ads pitching Richmond as a sophisticated, hip and historical haven.

“We love it. We feel like it’s a good fit,” said Jennifer Carnam, vice president of marketing for RMCVB. “It catches both commuters and tourists who are in D.C. So far it’s been getting incredible buzz.”

RMCVB secured the ad space with assistance from the tourism council, which is providing support to the bureau for the campaign.The visitors bureau has also partnered up with the Virginia Tourism Corporation to offer social buying deals, similar to those on Groupon and LivingSocial, aimed at D.C. residents who “like” the Virginia Is For Lovers Facebook page. A new deal is being offered each day this month.

The ads consist of several banners and lighted signs throughout the metro station, as well as 27 panels that display a timeline of events from 1861 to 1865. Technology allows the tourism bureau to track response to the ad with the help a QR code that can be scanned by smart phones. If someone viewing the ad scans the code, his or her phone will display information about visiting Richmond.

“If you scan a code about the state capital, it will take you to an itinerary that includes a tour of the capital,” Carnam said.

The group can also track how many people access the information using their phones.

Carnam said they are focusing their marketing efforts on Washington because its proximity makes it a target market for tourists. She said a smaller push into D.C. was successful last year.

“We are fishing where the fish are,” Carnam said. “That’s where our visitors come from.”

Your subscription has expired. Renew now by choosing a subscription below!

For more informaiton, head over to your profile.

Profile


SUBSCRIBE NOW

TERMS OF SERVICE:

ALL MEMBERSHIPS RENEW AUTOMATICALLY. YOU WILL BE CHARGED FOR A 1 YEAR MEMBERSHIP RENEWAL AT THE RATE IN EFFECT AT THAT TIME UNLESS YOU CANCEL YOUR MEMBERSHIP BY LOGGING IN OR BY CONTACTING [email protected]

ALL CHARGES FOR MONTHLY OR ANNUAL MEMBERSHIPS ARE NONREFUNDABLE.

EACH MEMBERSHIP WILL ONLY FUNCTION ON UP TO 3 MACHINES. ACCOUNTS ABUSING THAT LIMIT WILL BE DISCONTINUED.




Return to Homepage

Subscribe
Notify of
guest
1 Comment
oldest
newest most voted
Inline Feedbacks
View all comments
Mike Ogilvie
Mike Ogilvie
11 years ago

I traveled on the DC metro several times M-W of this week and saw the advertising for Richmond. It was really nice to see. There was one particular metro stop that I saw that had Richmond advertising all over it including the lighted signs, big banners, and really large floor signs. At least two other metro stops had advertising that each focused on other areas besides Richmond. I didn’t notice the QR codes otherwise I would’ve tried it. Also didn’t notice a focus on the Civil War as the article eludes to. If it is, that’d be disappointing. Highlighting history… Read more »