The Charlottesville Albemarle Convention and and Visitor’s Bureau collaborated with us to promote our region. Our research indicated a need for an authentic and accessible experience for those within our area and beyond. We developed a campaign targeting those within a 2-3 hour drive of Charlottesville and Albemarle, who could immerse in the culture for an extra day and visit with minimal planning. “Where tradition is always new” summarized the theme of deep rooted culture with a unique spirit of enterprise and innovation to discover. The arts, culinary pursuits, outdoor recreation and more were highlighted in print, digital and a video campaign that brought the region to life and drew new visitors to enjoy an escape every month of the year.