Luxury visitors invited to come find Virginia

The U.S state of Virginia launched a new campaign this week that invites visitors to ‘Come find YOUR Virginia’.

Luxury visitors invited to come find Virginia

The U.S state of Virginia launched a new campaign this week that invites visitors to ‘Come find YOUR Virginia’.

Unveiled to the trade and media at Langan’s Brasserie in London, the initiative targets the UK’s high spending travellers by profiling 15 luxury resorts and hotels in the southern state and the high-end activities and experiences they offer such as in-room massages, private Virginia wine experiences and chef tasting dinners.

The Virginia Tourism Corporation’s multichannel campaign is being backed by United Airlines, which operates a London Heathrow to Dulles International, located in Chantilly, Virginia.

“This is a targetted campaign to promote luxury travel into Virginia through United’s Polaris (Business class) customers,” said Rita McClenny, Corporation President and CEO for Virginia Tourism.

“The UK is already our number one market for overseas inbound travel.

“Luxury and wellness properties can be found in every corner of the Commonwealth and with our shared history and stunning outdoor landscapes Virginia is an ideal destination for discerning travellers hoping to escape the crowds and reconnect with themselves and their loved ones.

“Customers looking for a holiday where luxury experiences are a top priority will be among the first to come back and we wanted to package our very best products and explain the experiences on offer – and then have them book a flight and the destination at the same time,” she added.

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The 15 luxury hotels, resorts and inns being showcased span the entire state, including Morrison House in Alexandria’s Old Town, The Jefferson Hotel in Richmond, The Cavalier Virginia Beach on the Atlantic Ocean and Primland Resort on the Blue Ridge Parkway.

The various mediums being used in the ‘Come find YOUR Virginia’ campaign – print, video, outdoor and digital – drive potential travelers to a microsite at an online link to United Airlines’ Hemispheres Magazine.

From there, visitors are directed to the United Airlines booking site as well as to the exclusive luxury page found on Virginia Tourism’s website.

“United Airlines has a long relationship with the State of Virginia, and we work together to promote tourism across the Atlantic,” said Bob Schumacher, Director Sales, UK and Ireland for United Airlines.

“From London Heathrow, we currently offer two daily flights to our hub at Washington/Dulles, increasing to three daily in 2023.”

The second phase of the ‘Come find YOUR Virginia’ Initiative will be unveiled in spring 2023.

“It’s always a good time to Virginia, to discover our Civil War Civil war history, civil Rights history and the beginnings of the nation, but we also have new reasons for visitors to visit next year,” added McClenny.

“These include two casinos in the pipeline: a Hard Rock casino and hotel in Bristol, which is currently the Bristol Casino but will convert to a Hard Rock, which is building a new 500-room hotel, and a Caesars that is set to open in 2024 in Danville, Virginia.

“Elsewhere, Keswick Hall in Charlottesville has stunning new rooms, an infinity pool, a new spa and a highly rated restaurant called Marigolds run by top New York chef Jean-Georges Vongerichten. The golf course on the estate has also been reinvigorated.

“And also brand new is the 231 wine trail. Launched by wineries, breweries and a meadery working to promote agricultural tourism, it runs 30 miles from Charlottesville up to Green County,” she added.

virginia.org/united; hemispheresmag.com

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