Virginia Foothills

Gathering a collection of tourism attractions in Orange, Virginia, Blue Ridge Group created a new brand in the region. The new tourism destination—the Virginia Foothills—combined five distinctive local businesses to form the brand. A rising tide raised all ships, as visitation rose for the group as a whole. The stronger branding offset the perception that Orange County was a long drive away with few attractions. Uniting the disparate businesses ultimately increased stakeholder engagement and collaboration.