Visit Alexandria’s new destination marketing campaign invites visitors to “Unlock Your Story”.
The Virginia destination, which borders Washington, D.C., says the new slogan and campaign is designed to showcase what it offers beyond the historic attractions it is best known for.
Those history-forming popular draw cards include Old Town Alexandria, with its centuries-old cobblestone streets; Gadsby’s Tavern, an 18th century tavern and hotel; and Christ Church, a colonial-era church more than 250 years old where George Washington and other founding figures worshipped.
But Visit Alexandria says relying on history alone has meant that “limited perceptions results in limited (visitor) time in the destination”.
Instead, the campaign focuses on the breadth of neighbourhoods, small businesses, unique personalities and experiences that make Alexandria more than a day trip – and more than visitors expect.
Those attractions include a scenic waterfront along the Potomac, which has been redesigned with new parks, public art, restaurants, walking paths, independent shops and art galleries and museums; seeing major artists play rock, jazz, folk, and country at venues such as the The Birchmere, an intimate and legendary venue widely known as one of the best small music venues in the U.S.; and a diverse dining scene.
“It’s time for us to showcase the stories of a progressive and contemporary community, one offering meaningful experiences that can only be unlocked in Alexandria,” said Todd O’Leary, President & CEO of Visit Alexandria.
The Unlock Your Story initiative will build upon the destination’s three-year the “Best Kept Shh!” campaign, which positioned Alexandria as emerging from its hidden gem status.
Added O’Leary: “Now is the time to place Alexandria squarely in the spotlight and invite visitors to discover more of our destination and create their own stories here.
“With Unlock Your Story we’re inviting travellers to connect with the people, places and experiences that make Alexandria distinctive and to leave with memories and personal connections that become part of their own story.”
Unlock Your Story will run through June 2026, aligning with key seasonal moments including cherry blossom season, America’s 250th commemoration and the FIFA World Cup 2026 (Alexandria is the official Team Base Camp for Croatia’s national football team).
virginia.org; UnlockYourStoryALX.com
