VTCMKT Plan 09

FY09 Marketing Plan
Table of Contents
Executive Summary 3
Strategic Marketing Plan 10
Messaging 13
Marketing by Division 15
Media Plan 31
Marketing Leverage Program 41
Appendix 55
Virginia Tourism Corporation FY09 MARKETING PLAN 1

2 Virginia Tourism Corporation FY09 MARKETING PLAN
FY09 Marketing Plan
Executive Summary
Overview:
Tourism and Travel is one of the world’s largest industries and the world’s largest service industry,
growing at an average annual rate of 4.5 percent worldwide.
Tourism plays an integral role in Virginia’s economy Tourism is a chief economic driver in the
Commonwealth and the impact of travel and tourism dollars on Virginia’s economy is significant.
Tourism generates approximately $18.7 billion annually

by U.S. resident travelers in Virginia;
Tourism accounts for 210,000 jobs in Virginia associated with $4.32 billion
in salaries and payroll;
Travel and tourism generates $1.2 billion annually in state and local taxes;
In 2007, local taxes attributed to tourism increased 5.3 percent, from $503 million to $529 million.
State taxes from the industry were up 3.5 percent, from $706.8 million to $731.6 million, and
federal taxes generated by traveler spending in the Commonwealth increased 2.3 percent, from
$1.20 billion to $1.23 billion.
Other significant increases for 2007 over 2006 include the 5.5 percent growth in traveler spending
in public transportation, from $2.5 billion in 2006 to $2.7 billion in 2007. There was also a 7.8
percent increase in spending on auto transportation, from $3.7 billion to $4.0 billion. Although
the increase of gasoline undoubtedly contributed to both of these increases, other increases are
noteworthy: lodging up 5.7 percent; foodservice up 5.0 percent; entertainment and recreation up
5.3 percent and general retail trade attributable to tourism up 4.9 percent.

In 2007, state tax revenues, including state sales taxes and taxes on personal and corporate income,
generated from travelers increased 3.5 percent from 2006 to $731.6 million.
• As a comparison, the amount of tax revenue generated by tourism in 2007 was more than 4
times greater than state tax revenue from cigarette sales in FY2007. (Virginia Department of
Taxation, 2007 Annual Report) [$171,992,000 to Virginia Health Care Fund]
In CY 2007 state and local taxes generated by travel reached $1.26 billion. If earmarked for
education, this amount would be 2.9 times what the Virginia Lottery contributed in FY 2007
($437.1 million). [From the VA Lottery Web site http://www.valottery.com/money .]
• Throughout the state, state tax revenues generated by tourism are enough to pay for:
o The salaries and benefits of more than 11,500 new state police officers (8/7/2008-
Virginia state police trooper advertisement for position #69072, trooper – starting salary
$36,207. Benefits equal 45.63percent of salary + $10,668 Health Care (benefit details
from 2006 position posting) or
o more than 1,900 miles of pavement – the distance from Virginia Beach to Denver, CO
(Virginia Department of Transportation, “2025 State Highway Plan – Technical Report,”
December 2005, Appendix D) [rural 2 lane 18’ pavement width costs $368,000 per mile]
or
o the education of more than 78,000 Virginia students (National Education Association,
“Rankings & Estimates – Rankings of the States 2006 and Estimates of School Statistics
2007,” Table H-11, December 2007) [ average expenditures per student k-12 in VA =
$9,275]
• Local taxes generated by tourism are enough to pay for:
o With an average annual salary of $43,823, local taxes from tourism could pay the salary
of more than 12,000 elementary and secondary school salaries with the $529.2 million
in local taxes collected from travel in 2007. (National Education Association, “Rankings
& Estimates – Rankings of the States 2006 and Estimates of School Statistics 2007”,
Table C-11, December 2007) or
o The successful placement of more than 1.3 million cats and dogs by local animal shelters.
(Uses Richmond SPCA costs and placement statistics, http://www.richmondspca.org/
site/PageServer?pagename=newstatistics $3.75 million budget. Expenditures – 31 percent
pet adoption, 12 percent pet rehab. 4,163 animals saved through adoption and behavioral
assistance.)

The Virginia Tourism Corporation
The Virginia Tourism Authority is a subdivision of the Commonwealth of Virginia authorized to do
business as the “Virginia Tourism Corporation” (VTC). The primary role of the Virginia Tourism
Corporation (VTC) is to promote Virginia as a premier travel and tourism destination.
The VTC has a Board of Directors comprised of 15 members, including the Secretary of Commerce
and Trade, the Secretary of Finance, the Secretary of Natural Resources and twelve members
appointed by the Governor and confirmed by the General Assembly. The VTC comprises a staff of
65 including Richmond headquarters, five satellite offices and 13 state welcome centers.
MISSION STATEMENT:
The Virginia Tourism Corporation (VTC) is a highly productive, creative and

dynamic organization blazing new paths in tourism and film marketing.
The VTC marketing program strives to attract More People, Staying Longer, Spending More Money.
The Product:
Visitors to Virginia enjoy the state’s rich natural, cultural and historic resources, as well as world-renowned
icons such as Monticello, Mount Vernon, Colonial Williamsburg, Arlington National Cemetery, Blue Ridge
Parkway, Shenandoah National Park and Virginia Beach. With magnificent mountains and beaches, scenic
state and national parks, museums, historic attractions, resorts, theme parks, championship golf courses,
heritage trails, including Civil War and Crooked Road, and state of the art meeting and convention facilities,
Virginia offers an exciting travel experience with year-round appeal.
Access:
Virginia is accessible. The state is located within a 750-mile radius of 60 percent of the U.S. population and
30 percent of Canada’s population. Virginia is within a day’s drive of more than half the nation’s population.
Washington Dulles International Airport and Ronald Reagan National Airport, both located in Virginia, are
major gateways for domestic and international visitors. The state’s proximity to major population centers
along the East Coast, five major interstate highways and 12 regional airports makes it a logical destination
for domestic and international travelers. Virginia has recently experienced an increase in service by low-
cost carriers such as JetBlue Airways, Southwest Airlines, Air Tran Airways and Virgin Atlantic. These
low-cost carriers not only provide more transportation options for travelers but increase Virginia’s appeal
as a travel destination.
Competitive Analysis:
Virginia is one of the top ten travel destinations in the United States. Virginia ranks 10th in visitor spending
nationwide, a position the state has held for more than half a decade. While the state’s rank is high,
the marketing budget continues to decrease. Recent budget cuts have weakened Virginia’s voice in the
marketplace with the elimination of national television advertising. Therefore, it is more important than
ever for the industry to band together and collectively market the state’s tourism assets with one, single
voice and one strong brand message.

The absence of a competitive marketing budget is compounded by escalating gas prices and a sluggish
U.S. economy, causing consumers to watch their discretionary spending and taking shorter, less frequent
vacations.
Despite these conditions, VTC is taking a bold new marketing approach to cut through the clutter to
reach our targets. Today’s consumers are incredibly savvy. They require dialogue and engagement in their
communication. Old marketing strategies are no longer relevant to today’s consumer. It takes fresh ideas to
get their attention.
VTC’s Live Passionately campaign takes a fresh look at the approaching 40-year old beloved Virginia is for
Lovers slogan and logo. More importantly, Live Passionately provides meaning to Virginia is for Lovers
and strengthens the Virginia tourism brand. Live Passionately makes a bold and aggressive attempt to cut
through the clutter, stand out from the competition and reach our target, the educated female baby boomer.
Consumers want more meaning in their life. They don’t have time to waste. They want to know what you
have to offer, how it is different from the competition, how they can get fast information about it and what
it is going to cost. They need it to be as easy as possible for them to book it. And they want to do all of this
online.
Attitudes toward travel:
Travel indicators show that consumers are taking fewer trips in the wake of greatly increased gasoline costs
and a slowing economy. Consumers’ overall attitude toward the economy has been poor. The consumer
confidence index in the summer of 2008 has been half of what it was in 2007. Despite these setbacks, 78
percent of all consumers say they have not allowed these concerns to negatively affect their travel plans. Of
those that have scaled back their travel plans, 95 percent have opted to take fewer trips, stay closer to home,
or cut back on expenses rather than cancel their plans entirely. (TNS Omnibus, April 2008).

These behaviors suggest that Americans continue to see travel as an important part of their lives. According
to the July 2008 AMEX Survey, “At least 60percent of respondents said that even though they feel the
U.S. economy is currently in or edging toward a recession, travel is so important to their mental health and
lifestyle that they have not let economic concerns impact their plans.”
International Marketing:
Canada is Virginia’s largest international market. VTC maintains its market representation in Ontario and
Quebec. Canadian visitation to Virginia is strong, with 466,100 visitors in 2006. These visitors are staying
an average of 2.9 nights. Multiplying total person-visits by average length of stay produces the number
of total person-nights, and Virginia received 1,364,700. VTC maintains in-market representation in both
Ontario and Quebec in order to maintain high market share.
In terms of overseas visitation, Washington Dulles International Airport is located in Chantilly, Virginia, so
therefore it is beneficial for VTC to partner with Washington, D.C. and the state of Maryland in the Capital
Region USA Partnership. Washington Dulles International Airport services 458 weekly arrivals from forty
two foreign cities on 23 carriers to Dulles.
The Capital Region USA, Inc. (CRUSA) is a multi-destination tourism coalition comprised of the Virginia
Tourism Corporation, the Washington, D.C. Convention and Tourism Corporation and the Maryland
Office of Tourism Development. Formed in 1991, CRUSA has created a strong, unified marketing alliance

committed to attracting the lucrative overseas visitor by combining limited marketing funds from each
partner.
The partnership recognizes that travelers from overseas visit multiple destinations, stay longer and spend
considerably more than domestic visitors. By working together, the partners have created a regional
destination that is more compelling to overseas visitors and mirrors their vacation patterns. Through shared
resources and vision, the Capital Region USA strives to increase visitation and economic impact to the
region from target tourism markets by implementing strategic marketing programs and developing public-
and private-sector partnerships.
While the US economy is sluggish and gas prices are causing consumers to take shorter and fewer vacations,
the weak dollar is generating increased foreign travel to the United States.
The weak dollar is expected to continue to fuel increases in overseas arrivals to the USA and Virginia. In
2007 overseas visitation rose by 7 percent to 1.45 million overseas travelers who spent $1.05 billion in
Virginia, Washington, D.C. and Maryland, a 15percent increase in spending in one year.
VTC’s investment of $350,000 in the Capital Region USA marketing partnership (that also includes
Washington, D.C. and Maryland), is leveraged by more than 4:1 to create a $1.5 million annual marketing
budget to promote Virginia and the region internationally. This commitment attracts a further $1.7 million
in cash and in-kind support from the private/public sector – all targeted at driving overseas visitors to
Virginia and the region.
The Virginia Tourism Brand:
Consumers tend to think of Virginia as a romantic destination. Most do not realize the diversity of activities
Virginia has to offer from outdoor activities, wineries, cultural and heritage trails and beaches. History is
top of mind when mentioning Virginia, but, at times, it does not come off as exciting, invigorating and full
of activity.
Live Passionately attempts to shift the old Virginia image and brand that imply that the state is stuffy,
expensive, boring, loaded with history and low on excitement. Live Passionately reaches out to people who
are as passionate about travel as they are about life. It’s all about making the most out of life and travel
experiences. Whatever you’re passionate about – music, food, history, kayaking, Virginia is a destination
to feed those passions.
Live Passionately was designed with insight from consumers and Virginia’s tourism industry to create
a powerful voice that motivates travelers to come to Virginia. Industry leaders such as Virginia Beach
have taken a similar approach with local campaigns, and they are experiencing some of the best results in
years.
The Live Passionately campaign has expanded to include more than 35 Virginians employed in the tourism
industry whom a consumer could actually encounter on a visit to the state. These “portraits of passion”
come to life on Virginia.org through two-minute video segments and seven are featured in fall 2008 print
and online ads.
The campaign is calling travelers who don’t just visit a place; they experience it to the fullest. The campaign
appeals to people who travel to enrich their lives and specifically targets women who seek out new
experiences, safe and affordable family destinations and personal enrichment for themselves, their friends
and their family. It is a new, creative approach designed to make consumers sit up and take notice, and
ultimately motivate them to visit Virginia.

Marketing Effectiveness:
VTC never embarks on any marketing campaign without establishing performance measurements first and
evaluating the program throughout its run, adjusting as needed and providing final results and ROI.
Some of the strongest 2008 promotional campaigns have generated more than 20,000 leads each including
the “Front Row Fanatic” statewide music promotion and the “Bizarro Baby Halloween Sweepstakes.”
To commemorate the 20th Anniversary of Virginia Wine Month, developed the “Find the One You Love”
marketing campaign. VTC is partnering with the Virginia Wine office, and this promotion features an
online sweepstakes. Leads, these days, are generated through these types of marketing activities instead of
traditional vehicles used ten years ago. Promotions also offer tremendous opportunities and exposure for
Virginia tourism partners to participate.
To help evaluate the effectiveness of advertising media buys, VTC hired Longwoods International, a research
firm based in Toronto that specializes in tourism research and specifically tourism marketing campaign
effectiveness. Longwoods was asked to conduct an evaluation of VTC’s 2006 advertising campaign. The
purpose of the study was twofold: to measure consumers’ perception of Virginia as a travel destination
against it’s competitors and to determine the bottom-line impact of Virginia’s advertising program.
In terms of competition, VTC selected Pennsylvania, North Carolina, Tennessee, and Washington, D.C. for
the study because of their geographic proximity, competitive product, and competitively ranked visitation
and spending.
The good news is Virginia is the top-rated place respondents said they would enjoy visiting: 62 percent
strongly agreed, putting Virginia just ahead of Pennsylvania and North Carolina.
Virginia performed better than its competitors on almost all the attributes and especially those that rank
highest in importance. It’s interesting to note that the attributes that rank highest are all ones that are more
emotional in nature – such as exciting, family destination, safe and comfortable. In fact, when looking at the
specific attributes that correlated highest with desire to visit, the top 12 were all things that related to how the
destination made the respondent feel as opposed to actual physical attributes. This is particularly relevant
because these findings support the overall strategy of the Live Passionately campaign as it emphasizes these
emotional attributes.
Advertising Awareness:
Almost 50 percent of those respondents within VTC’s target markets were aware of at least one of the ads.
The markets tested were Philadelphia, Pittsburgh, Baltimore, Raleigh, Washington, D.C. and all of Virginia.
Combined, these regions have an adult population of 17.8 million. This translates into 8.8 million people
who were aware of VTC ads.
Those who were aware of the ads were significantly more likely to agree Virginia was a place they’d really
like to visit, indicating that the ads had a positive impact on consumers’ perception of the state. Additionally,
those who were aware of VTC advertising rated Virginia higher in every attribute group, which suggests
that the ads were successful in impacting all areas of importance.
Longwoods estimated that VTC’s ads were responsible for an additional 688,000 trips in 2006.

In the study, trips were separated into day trips and overnight trips, and average spending per adult was
calculated and applied to both. Average spending for day trips was $112 and for overnight trips $338. This
multiplied together shows that VTC’s ads brought in an additional $177 million. Using the ratios from TIA’s
economic impact model, Longwoods determined that this spending resulted in $7.2 million in state taxes
and $5.2 in local taxes - a total of almost $12.5 million.
Considering that VTC spent just $2.5 million on all the advertising that was tested in 2006, the overall ROI
to the state of Virginia is $5 for every $1 VTC spends on tourism promotion, which represents a 5:1 ratio.
Finally, all participants were asked whether they had plans to visit Virginia after 2006. None of these
planned trips were counted in the ROI figure. When comparing the two groups, it is important to note that
another 600,000 travelers have not yet visited Virginia but say that they plan to.
FY09 Marketing Plan:
Approaching its 40th year, Virginia is for Lovers is one of the most well-loved and well-known tourism
slogans in the world. VTC’s marketing campaign, Live Passionately, builds on that brand and makes it
more relevant. While Virginia is for Lovers remains the state’s official tourism slogan, Live Passionately
intends to make it more relevant to today’s busy and savvy travel consumer. Live Passionately also makes
the slogan stronger, more vibrant.
The Live Passionately “Portraits of Passion” brings this message to life and provides the consumer with the
desired dialogue and engagement.
But is that enough? No. While Virginia has a superior tourism product, a productive and dynamic tourism
industry, a well-known and beloved travel slogan and logo and a compelling, engaging and contemporary
campaign, we simply don’t have the financial resources to have a strong, frequent and consistent voice in
the marketplace.
The only possible way to remain competitive and keep the number 10 national ranking in visitor spending
is to join together as an industry and adopt and extend the Live Passionately campaign.
FY09 Marketing will focus on strengthening the Virginia travel brand through the Live Passionately Virginia
is for Lovers campaign, engaging the industry and asking them to include the campaign in its overall
tourism marketing so we have a united and stronger voice in the market place. VTC will also expand our
online marketing to include more Virginia “Portraits of Passion” to generate dialogue, virual activity and
and consumer buzz.
To strengthen the brand, we must be very specific with imagery, words, drivers and our call to action. Live
Passionately uses a specific treatment of Virginia is for Lovers. VTC has developed a new brand tool kit that
provides Virginia’s tourism industry with easy steps to follow.

Live Passionately FY09 Strategic Marketing Plan
VTC Goals:
1. Increase tourism market share and annual visitor spending in Virginia;

2. Position Virginia as a premier travel and tourism destination;
3. Leverage limited marketing funds by working collaboratively with Virginia
travel partners;
4. Increase tourism funding, including identification of new sources,
to advance tourism marketing and tourism development;
5. Strengthen Virginia’s competitive position in national
and international travel and tourism markets;
6. Provide dynamic and innovative marketing and advertising programs
that are cost-effective and reach the intended targets;
7. Increase the focus upon community tourism development, tourism planning and capital access;
8. Prepare Virginia’s tourism workforce for the future.
FY09 Marketing Objectives:
1. Work collaboratively with Virginia’s tourism industry to increase the economic impact of tourism
by 5 percent annually;
2. Expand and extend the Live Passionately campaign by working with a minimum
of 50 communities and agencies to adopt and implement plans that strengthen the campaign and
increase frequency and target reach;
3. Leverage marketing dollars at least 5:1 by working with strategic tourism partners;
4. Attract domestic and international film, television, video and multi-media production to the state
and increase the economic benefit by 3 percent.
FY09 Marketing Strategies:
1. Sell Virginia’s tourism product by building upon the well-recognized Virginia is for Lovers logo
and slogan through the Live Passionately campaign;
2. Develop and execute collaborative statewide Live Passionately marketing programs;
3. Continually educate elected officials and key opinion leaders about the economic importance of
tourism and encourage investment in the industry;
4. Advance the use of technology in marketing and tourism promotion;
5. Market existing tourism product of all sizes, including high revenue-generating destinations, and
support the development of new tourism product;
6. Work daily to insure that all VTC domestic marketing programs are fully integrated and support the
Live Passionately marketing campaign;
7. Promote Virginia’s existing and expanding meeting and convention facilities;
8. Promote Virginia’s existing and expanding sports facilities and attract more sports, military,
educational, and fraternal (SMERF) groups to Virginia;
9. Market Virginia’s Film assets to the film and video industry through the Virginia Film Office.

Target Audiences:
Primary:
Educated Female
Baby Boomer
HHI $75 K+
Married, single, or empty nester
Age 35+
Passionate about travel and travel experiences
Passionate about reconnecting with family and friends
Secondary:
Media outlets in target markets
Group tour operators
AAA offices
Meeting and convention planners
SMERF planners
International consumers
International tour operators and media
Film producers and directors
Target Source Markets:

Primary:
New York
Washington, D.C.
Philadelphia
Baltimore
Virginia
Secondary:
Raleigh-Durham
Atlanta
Pittsburgh
Charlotte
Boston
Canada
UK, Germany, France, Continental Europe, Mexico and Latin America
Top 10 Drivers:
Visiting friends and relatives
Visiting Virginia as part of a DC vacation
Historic towns and cities
Beaches
Mountains
Theme parks
Trails
Epicurean
Wellness and spa
Festivals and events

Travel Trends: Why Market to Women as a Primary Target?
Girlfriends Getaways Women are the world’s largest market
Multi-Generational Travel segment
Epicurean Vacations They are the fastest-growing market segment
Pet Friendly Vacations They account for 80 percent of consumer and
Weekend Escapes business spending
Eco-Friendly vacations They control more than half the private
Reunions wealth in the U.S.
Experiential Travel They make the travel decisions on behalf of
Travel Closer to Home the household
Emotional benefits of travel: What are women looking for in a vacation?

Health and wellness Romance
Relationship-building Grandparent getaways
Career success and increased productivity Next quest
Increased creativity Sense of achievement
Connection with family and girlfriends
What do travelers want? Passionate travel experiences – Lifelong
learning
Destination for an extended vacation Volunteer vacations
Friendly atmosphere
Short getaway Media Habits
Safe
Relaxing Excluding word of mouth and personal
Value for investment experience, destination Web sites have
Change of scenery become the single most used planning
Good for couples resource for travelers coming to Virginia.
Good for families and children
What Virginia delivers better than its

competitors?
History and heritage
Opportunities for affluent travel
Small-town America
Outdoor recreation

Live Passionately Messaging
“Live Passionately” represents a state of mind. It is a way of living, and traveling. The campaign implies
that a vacation to Virginia is more than just a travel experience. It is a journey that promises a renewed and
meaningful state of being.
Virginia Tourism Corporation launched the “Live Passionately” campaign in August 2007 on an in-state and
regional basis. The campaign includes television, radio, print, billboards, and online advertising. The ads are
designed to grab consumers’ attention and motivate them to visit Virginia.org and learn more.
The television spots feature Virginian Dave Matthews’ song “Stay or Leave.” Dave Matthews epitomizes
“Live Passionately” – he’s an incredible Virginian who is passionate about music and travel. His music
supports the emotional appeal of “Live Passionately.” Virginia Tourism is proud to continue its partnership
with the Dave Matthews Band, which lent its song, “Stay,” to VTC’s prior award-winning campaign.
Tourism competition is fierce, and the state is taking a bold approach to cut through the clutter and reach the
consumer. Today’s consumers are incredibly savvy, and it takes fresh ideas to get their attention. Generally
speaking, most tourism ads - particularly those in our competitive set - look the same and benefit from
much larger marketing budgets. Those ads primarily focus on a destination’s attributes versus its emotional
relevance to travelers and the target – the educated female baby boomer. The photography is expected and
similar in style. “Live Passionately” is different and is meant to stop the consumer from turning the page, the
radio station or the television channel.
Creative execution:
“Live Passionately” creative features real Virginians to appeal to our primary target audience and to assist in
breaking through the visual clutter and sea of sameness evident in competitive states’ marketing campaigns.
Its richness portrays how colorful one’s travel experience will be in Virginia. The intensity of the ads is
meant to be a page-stopper that engages the consumer and convinces him or her to pursue an exciting life and
travel experience in Virginia. Various states of passion are featured in the ads in order to engage consumers.
The TV shares one woman’s passionate life story. The Web site enables consumers to discover their own
“Passionality” and engages them into a Virginia travel experience planning mode.
The Portraits of Passion illustrates what it means to Live Passionately: living life to the fullest by pursuing
your interests with great devotion.
As a marketing platform for Advertising, PR and EM, Portraits of Passion shines a light on real Virginians
who embody the spirit of the Live Passionately campaign.
Portraits of Passion presents Virginia as an inspiring environment for the devoted pursuit of life’s dreams.
Integrated across Advertising, Public Relations and Electronic Marketing, the campaign shines a light on real
people who Live Passionately in ways that are uniquely Virginian.
The creative goal is to make this campaign a phenomenon that nourishes consumers’ highly unattended need
for a richer, more passionate existence and inspires them to reach for a higher state of being. The marketing
goal is to attract more people who will stay longer and spend more money.

Live Passionately Message Points
Live Passionately Brand Definition (What is Live Passionately?)

Live passionately is less about a vacation and more about a lifestyle, with savvy travelers choosing
to visit Virginia to live out their passions for wine, music, heritage, outdoor adventure, and other
fulfilling experiences that make Virginia one of the top destinations in the country.
Live Passionately Support Phrases:

Live life to the fullest Be totally engaged
What defines you Intense
Feel fully alive Your driving life-force
Validate your character Feeds your life-force
Over-the-top Obsession
Physically-compelled Unbridled emotion
Be totally committed Be dedicated
Embody your beliefs Live in the moment
Portraits of Passion
Virginia’s Portraits of Passion tell the story of real people whose overwhelming passion for life
makes a visit to Virginia memorable and rewarding. These are real Virginians who live passionately
every day whom travelers can connect with while visiting Virginia. Their stories are shared in the
Virginia Travel Guide, advertisements and on video vignettes on Virginia.org to help bring Live
Passionately to life.
Virginia is for Lovers:

• Virginia is for Lovers represents a love of life and a passion for travel.
• Virginia is for Lovers is one of the longest-running and most recognizable tourism
slogans in the world.
• The Live Passionately campaign brings new meaning to Virginia is for Lovers and makes
it more relevant for today’s savvy travelers.
• 2009 marks the 40th anniversary of Virginia is for Lovers, celebrating a love of life and a
passion for travel.
Virginia’s Unique Selling Points

• History and Heritage
• Main Street America
• Wine Travel
• Outdoor Adventure
• Luxury Travel

Integration
All VTC marketing divisions are focused on convincing travelers that coming to Virginia is better than what
they were planning to do. All marketing efforts drive best prospects to Virginia.org. The overall agency goal
is to increase visitation by 5 percent by leveraging marketing funds, working together with Virginia’s public-
and private-sector to target the right prospects in the right market at the right time. VTC’s marketing team
meets weekly to ensure that all programs support the Live Passionately campaign and are fully integrated
and providing desired results and expected ROI.
Marketing by Division
Marketing Administration
Department Objectives:
1. Generate a marketing conversion rate of over 40 percent;
2. Distribute 600,000 travel guides and 30,000 eGuides;
3. Generate 1 million qualified email addresses in consumer database;
4. Leverage VTC funds 5:1 through strategic marketing partnerships;
5. Drive 6 million unique visitors to Virginia.org;
6. Advance technology use in all marketing initiatives
Strategies:
1. All marketing initiatives direct consumers to Virginia.org
2. Meet weekly with VTC marketing staff to insure all programs are integrated;
3. Develop and implement a strategy for travel guide distribution;
4. Develop and implement a strategy for increasing database opt-ins;
5. Develop partnership programs to increase VTC’s marketing budget;
6. Administer effective marketing programs that drive consumers to Virginia.org;
7. Develop more interactive and electronic marketing programs to remain visible and competitive in
today’s overcrowded marketplace;
8. Work collaboratively with VTC’s Tourism Education and Development and Film divisions to
integrate and support inter-division goals and objectives;
9. Report on marketing activities and results to VTC Board of Directors and Virginia’s tourism industry;
10. Plan and host the annual VA1 conference;
11. Attend industry meetings regularly including but not limited to VACVB, VHTA and VA-1.
Marketing Resources
VATC.org/marketing
FY09 Marketing Plan
VTC marketing staff contacts information
VA-1 Agenda and Registration information

Advertising
1. Negotiate 3:1 ad cooperative media buys with average savings of 60 percent to industry partners;
2. Achieve a CPI of $6.00;
3. Increase industry participation in VTC cooperative advertising agency programs 10 percent by
offering industry partners more cost-effective coops;
4. Produce 200,000 print inquiries and 150,000 interactive inquiries as determined by number of
impressions delivered, click through rates and site visitation through cooperative marketing programs.
Strategies:
1. Create a marketing mix that builds on the success of the print and interactive campaigns while
testing new media vehicles. Marketing Mix will consist of print, television (in-state), radio (in-state),
outdoor, interactive as well as sweepstakes and promotions. Campaigns will run in-state, regionally
and some nationally;
2. Provide opportunities to Virginia’s tourism industry to leverage commercial media buying
opportunities at lower rates than could be achieved independently;
3. Monitor the Virginia is for Lovers “Live Passionately” campaign to insure it continues to produce
results;
4. Implement a comprehensive and effective multi-cultural advertising and marketing program;
5. Monitor and analyze leads to insure they are generated according to established goals;
6. Manage and work effectively and efficiently with VTC advertising agency of record;
7. Focus campaign on target audiences in best prospect markets; more geographically concentrated
branding;
8. Ensure consistency and common message points in all aspects of advertising ranging from print ads
to commercials to travel guide content;
9. Collaborate with VTC in-house graphics division, Reflex Blue, and agency of record, BCF, to
produce ads, collateral and support materials for VTC initiatives and campaigns.
Tactics:
1. Develop and implement an 18-month media plan that runs from January 1, 2009, through June 30,
2010. The media plan will be accessible at all times on www.vatc.org and include more than 100
cooperative opportunities;
2. Participate in joint marketing with state media organizations, the Virginia Association of
Broadcasters and the Outdoor Advertising Association of Virginia for broadcast and outdoor
advertising (in-state only);
3. Complete production of creative assets for Live Passionately campaign;
4. Collaborate with Electronic Marketing to extend the brand interactively, increasing online brand
presence.
Advertising Resources
VATC.org/advertising
January 2009-June 2010 Media Plan
Joint advertising opportunities
Samples of VTC Advertising
Brand Tool Kit
Advertising Proposal Requirements

Electronic Marketing
1. Achieve 6 million unique visitors to Virginia.org;
2. Generate 200,000 new email opt-ins to receive the monthly Virginia eNewsletter;
3. Deliver 10,000 online reservations (hotel, air, car rental, packages) through Virginia.org;
4. Establish 10 new data-share programs with Virginia communities and/or associations;
5. Generate 30,000 eGuide downloads.
Strategies:
1. Provide assistance to Virginia’s tourism industry to provide data and listings for Virginia.org;
2. Further the development and implementation of effective Search Engine Marketing and Search
Engine Optimization strategies;
3. Conduct a Web site effectiveness review and implement suggestions;
4. Monitor activity and effectiveness of online booking engine and develop strategies to increase
bookings through this service;
5. Research and determine the effectiveness of social marketing strategies on Virginia.org;
6. Work closely with all marketing divisions to ensure campaign promises are delivered and featured on
Virginia.org;
7. Monitor and report web traffic weekly utilizing Web site analytics software (Site Catalyst) and
research utilities (Hitwise) and develop tactics to respond to trends and traveler interests;
8. Participate in the Google Ad Sense program in order to generate ad revenue to Virginia.org;
9. Research and develop additional revenue generating programs through Virginia.org and eCRM
programs;
10. Produce and distribute monthly eNewsletter, specialized consumer emails and monthly industry
Dashboard;
11. Evaluate existing eCRM program and research and implement strategies to improve program.
Tactics:
1. Regularly upgrade www.Virginia.org with relative enhancements to ensure the site remains
competitive and consumer-friendly;
2. Develop, maintain and provide regular updates to Virginia.org, VATC.org, Group and
Meeting planner site, Public Relations site and Sports Marketing site including enhancement,
search engine marketing, content development, rss feeds, web partner marketing services, domain
registration and renewal and hosting and maintenance services;
3. Maintain and provide regular updates to additional Web sites hosted by Virginia Tourism
(i.e. Wilderness Road, Virginia Green, Fall in Virginia);
4. Invest in Search Engine Marketing and Search Engine Optimization to maximize consumer traffic
to Virginia.org, lead generation for Travel Guide orders and eNewsletter signups, and promotional
efforts;
5. Provide comprehensive training to Virginia’s tourism industry partners to enable them to enter and
update their tourism information efficiently and effectively on Virginia.org;
6. Work with VTC agency of record to provide creative for the Virginia.org that supports the campaign;
7. Attend pertinent industry conferences and educational meetings in order to survey the competition
and learn competitive best practices for Web site marketing. Conferences include but are not limited
to ESTO, TIA Outlook Forum, Travel Com and Smack down;
8. Feature Virginia getaways, Packages and Promotions on Virginia.org;
9. Develop and launch group tours, meeting planner and sports marketing Web sites;
10. Develop and launch the new Virginia.org press room. The site will include a new image library, news
releases, feature stories and other pertinent materials;

11. Provide a 24-7 central location for Virginia tourism partners to access information on VTC services
and marketing opportunities, contact information via VATC.org;
12. Manage the Virginia.org search engine optimization plan by developing web content, tags, keywords,
pages and links. Improve visibility, rank, frequency and relevance in the organic listings of search
engines and directories by utilizing sitemaps and other technologies.
Electronic Marketing Information Resources:

VATC.org/eMarketing
Internet/Web Marketing on Virginia.org
Promote your event on Virginia.org
Post your getaways on Virginia.org
Packaging Guidelines for Virginia.org
Email marketing
Data Sharing
Search Engine Marketing
Web site Statistics
Information on how to submit a proposal to Electronic Marketing
Link to Virginia.org

Graphics
VTC’s graphics department is the in-house creative agency and they provide creative and collateral
assistance to support the Virginia is for Lovers Live Passionately campaign.
1. Manage a complex design program of approximately 250 projects a year that support VTC’s tourism
marketing objectives, the Virginia Film office’s marketing objectives, the Virginia Economic
Development Partnership’s and VNDIA’s marketing objectives and the office of the Secretary of
Commerce and Trade as needed;
2. Provide Virginia’s tourism industry with brand tool kit support and photography assistance upon
request (approximately 70 requests per year).
Strategies:
1. Support all VTC and VEDP divisions with creative, collateral materials and general graphic services;
2. Work with VTC advertising director and advertising agency of record to plan and create effective
collateral materials in house;
3. Provide graphic direction, assistance and ensure quality control for all VTC in house creative
projects;
4. Provide Live Passionately and Virginia is for Lovers logo to industry upon request and maintain
database;
5. Continue to develop and oversee management of VTC photo library with quality and diverse images
that support the Live Passionately campaign;
6. Provide creative direction for all VTC publications and produce visually appealing and effective
content that supports the Live Passionately campaign.
Graphics Resources
VATC.org/graphics
Brand Tool Kit
Live Passionately/Virginia is for Lovers Logo Use Policy

Public Relations
1. Produce $6 million in domestic earned media;
2. Bring at least 40 domestic journalists into Virginia’s various regions and destinations to research for
travel stories;
3. Engage a minimum of 50 industry partners in Public Relations outreach;
4. Continue to educate elected officials, key decision makers and Virginia residents about the economic
importance of tourism to the Commonwealth;
5. Launch new Public Relations online press room;
6. Achieve more than 50 in-state story placements that highlight the benefits of tourism in Virginia.
Strategies:
1. Pitch “Live Passionately” stories and Virginia travel story ideas to promote Virginia’s key selling
points;
2. Develop public relations programs that integrate the brand, product, technology/paid search and
public relations to maximize media value and bookings;
3. Develop an annual editorial/thematic calendar to outline promotions and public relations activities;
4. Maintain focus on media outlets with a broad consumer reach and high circulation;
5. Measure all public relations efforts by earned media value, circulation and impressions;
6. Pitch hot topics, packages, deals, themed getaways and travel trends;
7. Continue to develop media distribution list;
8. Support Sesquicentennial;
9. Integrate Virginia Green options into media outreach;
10. Work with industry to host media trips;
11. Make media calls with industry partners in major markets;
12. Send monthly eNewsletter to journalists;
13. Develop and implement a public relations plan with strategies to increase:
a. National media coverage
b. In-state media coverage
c. Electronic media coverage
d. Advocacy
14. Use technology to maximize the distribution and tracking of information to media;
15. Partner with EM and Advertising to synergize messaging and maximize resources.
Tactics:
1. Conduct quarterly media calls in-state, and in primary and secondary markets;
2. Track and report quarterly earned-media;
3. Maintain memberships in the Society of American Travel Writers (SATW), Public Relations Society
of America (PRSA) and Mid-Atlantic Tourism Public Relations Alliance (MATPRA);
4. Create an interactive online media center that uses the power of technology to promote Virginia travel
stories.
Public Relations Resources

VATC.org/pr
Online media center Virginia Tourism Dashboard eNewsletter
News releases Virginia facts
Live Passionately Media Guide and CD Public Relations Primer
Features/articles National Tourism Week Tool Kit
Publications

Promotions
1. Generate 50,000 incremental leads as a result of promotions and sweepstakes;
2. Leverage marketing budget 3:1 through promotional partnerships;
3. Develop promotions that convince consumers that coming to Virginia is better than what they were
planning to do by extending brand messaging opportunities through national, international and online exposure.
Strategies:
1. Provide promotional trips that are better than the competition’s;
2. Build relationships with industry leaders, media partners, and promotional venues;
3. Independently and with staff create and devise promotion concepts, determine requirements, and
work with industry leaders, partners and sponsors to negotiate, implement and fulfill promotional
programs;
4. Educate industry leaders in development and value of promotions;
5. Participate in industry outreach programs such as hit squads, orientations, and showcases to educate
partners about the importance and benefits of promotions and enhance their understanding and
awareness of the value participation will provide their organization;
6. Develop, receive, review and approve promotional proposals from partners to see whether they
have value to VTC and provide a timely response;
7. Develop consumer promotions that integrate the brand, product, technology/paid search and public
relations to maximize media value and bookings;
9. Work closely with VTC’s Advertising Division to negotiate for ad value, exposure, logo placements
and hyperlinks;
10. Provide talking points for media and approve copy and signage on behalf of VTC;
11. Develop, negotiate, implement and fulfill promotions tied to corporate programs where such
promotions will help guide departmental activities in support of corporate initiatives;
12. Work with VTC’s advertising agency of record and advertising manager to negotiate promotional
programs as part of ad campaign or media buy;
13. Develop process for implementing specialty programs, setting guidelines, and educating staff.
Notes:
Promotions support advertising, public relations, electronic marketing and sales with in-kind promotional
opportunities that generate inquiries and stimulate visitation
Support the VTC’s integrated marketing programs by supporting promotions
Participating in promotions with VTC is a very cost-effective way to leverage limited marketing dollars
and gain maximum exposure
Most promotions require free admission to an attraction, an overnight stay at an accommodation, or a
getaway to a destination.
Promotions Resources
VATC.org/promotions
How to participate in VTC promotions
Promotions Primer

Publications
1. Produce 600,000 print, unlimited online Virginia Travel Guides annually;
2. Produce 25,000 Virginia Golf Guides annually;
3. Work with Graphics Division to manage VTC photo library including securing new photography
annually.
Strategies:
1. Provide efficient and effective service for statewide tourism products by developing and
implementing tools for Virginia’s outdoor recreation industry;
2. Design media marketing promotions for outdoor, golf and cooperative advertising programs by
attracting Virginia travel industry support;
3. Work with photographers on various photo shoots throughout the Commonwealth.
Tactics:
1. Offer industry ads, listings and events, photography and portraits of passion;
2. Manage distribution of VTC publications:
a. VTC’s 13 statewide Welcome centers
b. Virginia’s 58 local and regional visitor centers
c. 20 annual consumer shows
d. Mailed to all requestors
3. Work with editor of annual travel guide on editorial and photo selections for Virginia Travel Guide;
4. Work with industry on developing cooperative marketing opportunities for outdoor recreation;
5. Determine overall theme of annual travel guide.
Publications Resources
VATC.org
Virginia Travel Guide advertising
Domestic Trade Marketing: Group Travel Trade, Meetings and Sports Marketing
1. Increase domestic sales leads by 5 percent, including group travel trade, meetings and sports;
2. Increase EO 14 meetings and convention bookings and the estimated economic impact they generate
by 5 percent;
3. Leverage funds 3:1 through private-sector support for sponsorships and partnerships at all domestic
marketing trade shows, sales missions, sponsored events and cooperative trade advertising
opportunities to promote Virginia in target domestic markets.
Strategies:
1. Plan, direct and manage the creative efforts of the sales team to develop and implement VTC’s new
sales programs and events;
2. Engage VTC tourism partners in targeting consumer, group, meetings, smerf and sports professionals
through domestic sales and marketing initiatives;
3. Develop, clarify and initiate innovative action plans for VTC new marketing programs, trade

Web sites, promotions and events that include the new statewide sports marketing and smerf
initiatives (social-military-educational-religious-fraternal) to influence new markets and promote
Virginia as a premiere destination to new markets.
Tactics:
1. Secure Virginia travel industry partner participation to leverage funds for industry support and
sponsorships to exhibit and market Virginia group travel products, meetings, smerf (social-military-
educational-religious-fraternal) and sports marketing products through new domestic trades marketing
initiatives including key AAA Clubs, the group travel trade, meetings and conventions trade, smerf
markets and the sports marketing trade;
2. Design, develop and maintain the domestic group travel trade Web site on Virginia.org to integrate
with Live Passionately and promote Virginia and travel product as an exciting travel destination,
utilizing the integrated Web site to implement marketing initiatives and educate the travel trade
professionals to inspire new group tour business;
3. Design, develop and maintain the meetings Web site on Virginia.org and implement effective
marketing, advertising and Virginia product that promote Virginia as a meetings and smerf
destination, utilizing the integrated Web sites to educate the meetings and smerf trade industry and
encourage new meetings and smerf business;
4. Design, develop and maintain the new Sports Virginia Web site, the new Sports Virginia logo and
new Sports Virginia URL on Virginia.org as a new marketing tool for the statewide sports marketing
industry to promote Virginia as a premier sports destination to the sports trade professionals,
implementing new leveraged marketing and advertising initiatives;
5. Host an educational Fall Marketing Forum to strategize for the FY09 sales season focusing on
the Group Travel trade through industry seminars, workshops, VTC trade Web site creative
and developments, marketing plan and advertising initiatives, VTC Consumer Show Initiative,
VirginiaGreenTravel.com updates and first-ever Meetings marketing and Sports marketing industry
roundtable discussion and participation for Virginia domestic travel trade partners;
6. Secure Virginia travel partner participation and leverage funds for industry support and sponsorship
to exhibit at the following consumer and packaged travel industry trade shows and conventions,
including development of supportive marketing and promotional collateral: 2008 International
Motorcoach Group Conference, Student & Youth Travel Association Convention, Virginia
Motorcoach Association Conference, AAA National Convention, National Tour Association
Convention, AAA Carolinas Conference, 2009 American Bus Association Convention and 2010
sponsorships, North Carolina Bus Assn, Travel South Showcase and Travel Alliance Partners
Conference;
7. Secure Virginia travel partner participation and leverage funds for industry support and sponsorship to
exhibit at the following meetings, smerf and sports industry trade shows and conventions, including
development of supportive marketing and promotional collateral: 2008 Fraternity Executives Assn
Conference, Meeting Professionals Intl World Congress, American Society of Assn Executives,
HSMAI’s Affordable Meetings Trade Show, Virginia Society of Assn Executives to promote
VirginiaGreenTravel.com and EO 14 state meetings initiative, TEAMS Conference and Expo
(Travel, Events and Management in Sports), Rejuvenate Conference, Potomac Chapter MPI Mid-
Atlantic Conference, the Religious Conference Management Assn, Springtime, Natl Assn of Sports
Commissions and Society of Government Meeting Professionals Educational Conference;

8. Provide sales lead reports to the Virginia travel industry for their action and bookings generated as
a result of VTC representing Virginia at the domestic travel, meetings and sports trade shows and
conventions. All Virginians are encouraged to receive Sales Lead Reports regardless of their actual
participation or cooperative capabilities, to generate greater visibility with the trade professionals and
continue the sales process for new actualized business;
9. Partner with Virginia Association of Convention and Visitors Bureau Tourism Committee and
Meetings Committee for sales missions in conjunction with group conventions, group tour marketing
initiatives and meeting and sports marketing initiatives;
10. Partner with Virginia tourism industry to leverage funds and showcase Virginia as a premier
destination in hosting qualified domestic trade regional familiarization tours for AAA consumer and
cruise marketing, group travel, meetings, smerf and sports markets;
11. Cross-train Virginia Welcome Center staff to represent the domestic sales team at AAA, cruise
marketing and consumer trade shows;
12. Maintain VTC memberships in the following professional group travel trade and consumer trade
organizations:
• American Bus Association
• American Society of Travel Agents
• Bank Travel
• Bus Association of New York
• International Motorcoach Group
• National Motorcoach Network
• National Tour Association
• North Carolina Motorcoach Association
• Pennsylvania Bus Association
• South Carolina Motorcoach Association
• Student Youth Travel Association
• Tennessee Motorcoach Association
• Travel Alliance Partnership
• Travel South USA
• United States Tour Operator Association
• Virginia Motorcoach Association
13. Maintain VTC membership in the following professional meetings, smerf and sports marketing
organizations:
• Association of Meeting Professionals
• American Society of Association Executives
• Hospitality Sales & Marketing Association Intl
• Professional Convention Management Association
• Meeting Professionals Intl - Potomac Chapter & Virginia Chapter
• Religious Conference Management Association
• Society of Government Meeting Planners
• National Association of Sports Commissions
• Virginia Society of Association Executives

14. Secure Virginia meetings industry partner participation and leverage funds to host an event for
meeting planners in the Greater Washington D.C. metropolitan area, including supportive advertising
and promotional marketing campaign, collaterals and fulfillments;
15. Redesign, produce and distribute an effective 2010 Virginia Group Tour Itinerary Planner that
coordinates with the 2010 Virginia Travel Guide and provides opportunity for Virginia travel industry
to advertise and be visible in the VTC fulfillment for the group travel trade, distributed to trade show
leads, 800# and Web site solicitations;
16. Redesign, produce and distribute an effective 2010-2011 Virginia Meeting Planners’ Directory that
will include the new sports marketing statewide representation and provide opportunity for Virginia
meetings and sports marketing industry to advertising and be visible in the VTC fulfillment for the
meetings and sports market, distributed to trade show leads, 800# and Web site solicitations;
17. Partner with VTC to advertise and have a greater impact that generate leads through trade
advertising and coop opportunities for domestic travel trade, meeting planners and sports marketing
professionals;
18. Work in association with the Shenandoah Valley Travel Association, Virginia Association of CVBs,
Virginia Hospitality & Travel Association and Blue Ridge Parkway Association to secure travel
industry partners and leverage funds to exhibit at 20 targeted consumer shows that include targeted
AAA markets, AARP Show, Culinary and Women’s Show, to promote Virginia as a premier travel
destination to several key target demographic markets;
19. Maintain a comprehensive database of domestic group travel tour operators, AAA travel counselors,
meeting planners, smerf market planners and sports marketing managers to communicate regularly
and effectively through electronic and direct mail targeted marketing for qualified consumer, bank
travel managers, meetings, smerf and sports marketing professionals;
20. Educate and encourage the Virginia travel, meetings and sports marketing industry to continually visit
the VTC industry Web site, www.vatc.org for current domestic marketing initiatives and resources
that include the annual marketing calendar of trade shows, available sales lead reports for industry
distribution and action, VTC memberships in the travel trade, meetings and sports markets and
monthly Dashboard updates;
Sales – Domestic Resources

VATC.org/marketing/domestic
Marketing Opportunities Calendar
Lead reports
Travel Trade Association Memberships
Group Tour, Meeting and Convention and Sports marketing

International Marketing
*International marketing has been growing at a significantly faster rate than domestic U.S. tourism over
the past two decades.
*The international market remains a great source for visitors to the Commonwealth with Washington
Dulles International Airport making its home in Chantilly, Virginia.
Primary Markets: Secondary Markets:

Canada Belgium, the Netherlands, Nordic Countries, France,
United Kingdom Ireland, Latin America (Brazil, Mexico)
Germany
Objectives:
Canada:
1. Increase visitation from Canada by 5 percent;
2. Conduct a minimum of four Canadian site inspection visits;
3. Leverage budget by 60 percent annually through effective Canadian marketing partnerships;
4. Conduct at least 40 sales and follow up calls to third party sellers in Canada;
5. Increase inquiries from consumer advertising programs in Ontario and Quebec by 6 percent.
Overseas:
1. Create and implement a brand identity and promise that captures the essence of the entire destination
experience. Implement internal and external strategies that differentiate the CRUSA region from the
rest of the USA;
2. Create and implement integrated marketing strategies that are innovative and leading edge, that
advance the CRUSA brand and attract funding. Ensure that geographic targets are synchronized with
available air service to CRUSA gateway airports;
3. Establish strategies and commitment that ensure sound governance structure and long range
organizational leadership stability;
4. Ensure that all trade marketing efforts provide an opportunity to deliver CRUSA brand messages to
the consumer to drive room nights and increase length of stay. Cooperative marketing activities must
result in a 2:1 match of CRUSA funds;
5. Increase earned media value from $7 million to $20 million by 2013;
6. Create a robust, interactive Web site that supports the brand, reaches 2 million unique visitors by 2013
and becomes CRUSA’s primary marketing tool;
7. Strenthen research tools to better understand the CRUSA customer, assess the economic impact of
overseas arrivals to the region and to measure and evaluate CRUSA marketing programs.
Strategies and Tactics:

Canada:
1. Educate, influence and increase consumer bookings from Canada through our public relations,
marketing and consumers initiates;
2. Partner with third-party sellers to increase product, bookings and visitation;
3. Strengthen Virginia marketing and branding in Canada through effective consumer advertising
program;
4. Create new strategic marketing partnerships with corporate and public-sector travel partners;
5. Host fam trips for Canadian trade and media partners;
6. Produce, implement and monitor results of Canadian Balance program;
7. Maintain memberships in Ontario Motorcoach Association, Travel Media Association of Canada,

Discover America Committee-Canada, Association of National Tourism Office Representatives and
the Society of American Travel Writers-Canada;
8. Participate in key Canadian golf shows;
9. Participate in key Canadian leisure shows;
10. Implement Canadian promotions, advertising and sponsorships;
11. Maintain in-market representation in Ontario and Quebec;
12. Conduct travel agent training in Ontario and Quebec through workshop series;
13. Implement effective brochure distribution program in Canada;
relations to maximize media value and bookings and create brand awareness;
17. Measure all public relations efforts by earned media value, circulation and impressions.
Overseas:
1. Identify and employ appropriate and qualified third party resources to assist in the brand research and
development process;
2. Conduct appropriate consumer research using on-line surveys and/or focus groups in key target
markets overseas to assist in brand development strategy;
3. Integrate new brand messaging and promises in all marketing efforts including the Web site;
4. Identify process to assess and validate brand strategy, branding themes and to evaluate the success of
the new brand;
5. Maintain ongoing trade relationships currently identified in priority order as: United Kingdom,
Germany, France and the Benelux countries in Europe; Mexico and Brazil in Latin America and
Korea and China in Asia;
6. Ensure that all trade marketing activities enhance access to the consumer;
relations to maximize media value and bookings;
10. Measure all public relations efforts by earned media value, circulation and impressions;
11. Explore opportunities with broadcast, online/blogs and radio in addition to print;
12. Explore new niche media opportunities that support CRUSA branding messages;
13. Reach out to affinity groups that support CRUSA niche and branding objectives;
14. Communicate regularly with media using the medium that suits them bes;t
15. Focus more on one-on-one media familiarization trips and less on group fam tours;
16. Explore all other opportunities to generate media coverage in addition to familiarization tours;
17. Complete transition to new web marketing firm;
18. Conduct a web usage analysis to understand overseas market trends before build out of new site;
19. Design a dynamic Web site that ensures top of class functionality, is market specific and maximizes
length of stay on the site;
20. Develop a database of 300,000 opt in consumers;
21. Attend 2009 TIA Pow Wow in Miami, Florida;
22. Maintain in-market representation in the United Kingdom, Germany, Continental Europe, Mexico and
Brazil.
International Marketing Resources

VATC.org/marketing/international
Canadian Marketing International Marketing Intelligence
Capital Region USA Marketing Plan International Marketing Calendar
International Representation Contact Information
Customer Service and Industry Relations
Department Objectives
1. Increase lodging reservations by 3 percent;
2. Fulfill all inquiries within 2 business days;
3. Increase revenue by 5 percent;
4. Increase partner demos by 2 percent;
5. Maintain Virginia Welcome Centers (VWC) advertising space at 85 percent capacity;
6. Increase participation of local/regional visitor centers’ state certification program.
Department Strategies
1. Encourage visitors to extend stay by promoting local destinations, attractions, lodging and eateries;
2. Provide outstanding customer service and interactive experiences at VWCs;
3. Provide training and support for Consumer Services Center (CSC);
4. Direct and manage CSC to meet VTC goals for both publication fulfillment and management of
consumer database;
5. Proactively market VWC advertising and promotion opportunities;
6. Support VTC’s branding campaigns and promotions;
7. Educate and train industry about VWCs’ services;
8. Explore opportunities to broaden the customer base to increase revenue;
9. Foster VDOT relationship to support and enhance VWCs;
10. Organize and implement FAMS for VWC staff;
11. Provide lodging reservations through VTC’s commission-based initiatives or direct communications;
12. Conduct annual seminar for local/regional Visitor Center’s to educate and support their operations and
initiatives;
13. Educate and support VCs to expand participation in certification program.
Administrative Objectives
1. Meet Virginia Department of Emergency Management (VDEM) and Office of Commonwealth
Preparedness (OCP) requirements with a revised Continuity of Operations Plan (COOP);
2. Obtain a preferred “Virginia is for Lovers” (VIFL) merchandise vendor to produce commission
revenue;
3. Obtain an agent to license and manage the use of the VIFL trademark and other VTC creative;
4. Implement new customer ordering and billing system;
5. Issue an RFP for multimedia advertorial and promotional opportunities to generate new revenue;
6. Reduce fulfillment costs.
Administrative Strategies
1. Contract with a COOP specialist to develop and implement VTC “recovery plan”;
2. Educate and train VTC staff on/about COOP;
3. Contract with a merchandiser to meet VTC’s VIFL merchandising and revenue goals;
4. Explore with a licensing agent to generate revenue and manage the use of the VIFL trademark;
5. Complete conversion and launch of new customer ordering and billing system;
6. Create administrative and user manuals for new customer ordering and billing system;
7. Train customers and VWC staff on new customer ordering and billing system;
8. Explore and write multimedia advertorial and promotional RFP;
9. Explore opportunities for alternative fulfillment options and methods and if necessary write RFP.

Notes
13 welcome centers
Open 7 days a week; 8:30 a.m. to 5:00 p.m.
Sell your community
Interact with visitors first hand
Brochure displays
Translite advertising
Plasma screen advertising
Free lodging reservation service
Host fams and seminars for welcome center staff
Customer Services and Industry Relations Resources

VATC.org/csir
Consumer Services: Fulfillment and Distribution
Welcome Centers
Welcome Center brochure distribution and advertising
Partner Resources

Film Marketing
1. Ensure that Virginia’s Film Office remains competitive in recruiting national film industry
productions through continued incentive funding and the pursuit of creative marketing opportunities;
2. Attract domestic and international film, television, and video and multi-media production to the
state and increase economic benefit by 3 percent;
3. Increase the number of contracts with producers, script writers, production companies, studios by
5 percent annually to encourage film production in Virginia.
Strategies:
1. Promote best location advantages;
2. Support the growth of Virginia’s in-state production industry;
3. Conduct one to one meetings with prospects.
Tactics:
1. Attend pertinent trade shows that generate qualified leads for new business;
2. Provide industry with Governor’s Motion Picture Opportunity Fund Incentive program;
3. Participate in trade advertising;
4. Maintain and update Virginia film office Web site;
5. Maintain an online location library;
6. Provide an annual research paper documenting economic impact;
7. Participate in the Virginia Production Alliance awareness plans;
8. Produce and distribute a Film Production Services Directory;
9. Develop and implement marketing opportunities with films made in Virginia;
10. Promote colonial era backlot sets to recruit production.
Notes:
Visit Film location library
Online at www.film.virginia.org to see photographs of your areas
Contribute to the film location library: submit photo of potential film locations to the library
Promote your community. Promote your area in the film office production services directory
Virginia Film Office On-line Resources

VATC.org/film or film.virginia.org
Film Guide
Making Movies in Virginia
Virginia Location Sites
Professional Resources
Screenwriting competition
Independent Film Festival

Tourism Education and Development
Grants – VTC and outside marketing funds

Entrepreneur Express – start, operate and grow tourism business
Business, financial and regulatory assistance
New Product development – launch heritage related community and regional tourism trails
Education and Workforce Readiness:

68 percent of people leave because of poor service
Costs 5 to 6 times more to attract new visitors
Happy customers tell 4 to 5 others; unhappy tell 9 to 12
Attitude is everything
The reward for good attitude is a loyal customer
They bring repeat visitation and new customers
Word of mouth and Internet
Anyone can rate you on YouTube, trip advisor and more
Get trained: VTC offers customized, comprehensive professional customer service training seminars for
front-line employees
Partnerships and Outreach:

VTC help desk brings VTC marketing experts to your community
Tourism development and marketing
Brain exchange – meet with DMOs, CVBs and tourism leadership statewide
Hear and understand how best to support your community
Leverage relationships – partnership development
Combine efforts with groups and associations focusing on tourism
Promote VA-1 September 2008
Research:
Visitor profiles
Learn who is coming to visit Virginia, why, from where, doing what
Economic impact: how much do travelers spend in your community?
What does that mean in terms of budget jobs and taxes?
Trends: lodging, competition, attitudes, effectiveness and more

Advertising Media Plan
January 2009-June 2010
To Our Virginia Tourism Industry Partners:
We are very pleased to present the new 18-month Virginia Tourism Cooperative media plan for Virginia
Tourism Corporation and industry partners. This media plan covers January 1, 2009-June 30, 2010.
The goals of VTC for this media plan are:

• Create and implement a media campaign that will address the evolution of the media industry as
well as consumer media habits
• Grow the interactive plan by providing affordable and targeted online opportunities for both VTC
and for partners
• Provide Industry Partners with affordable advertising opportunities through sanctioned VTC co-ops
• Provide formatted co-ops for partners who prefer to have their ad in a more cohesive environment
• Create themed co-ops to allow for more strategic creative usage within spreads.
• Generate leads for VTC as well as Industry Partners
• Increase web traffic to Virginia.org
• Leverage funds to generate $3 in value for every $1 spent
We received and analyzed over 100 proposals for this 18 month plan. Each media partner was challenged
with assisting VTC in fulfilling each goal. Ultimately, the media schedule created was based on each me-
dia partner’s ability to ensure a successful 18 month campaign.
In addition to a strategic print plan, we are now introducing new cooperative interactive elements to the
media plan that we hope our industry partners will explore. The opportunities are meant to accommodate
budgets of all sizes and give destinations of all kinds an interactive element to their media campaigns. We
hope that you will explore these opportunities and we welcome any questions about how such cooperative
programs will work and how they can benefit you.
We are now providing our industry partners with several tools to help assist in their media planning. For
instance, you will find easy reference forms outlining opportunities including due dates, costs, etc. You
will also find tools showing discounts received by participating in such opportunities.
We are looking forward to a successful 18 months and beyond with our industry partners and are here
to assist and answer questions. Please contact Carey Mosser at cmosser@boomyourbrand.com with any
questions regarding the media plan.
Please see the following pages of this document to review notes regarding the media plan documents.
Best Wishes for a Successful 18 months,
Virginia Tourism Corporation and BCF

Advertising Media Primer
Media Plan Notes

While VTC and BCF strive to provide industry partners with complete up-to-date and accurate information
concerning co-op opportunities, we ask that a few notes be considered while referring to these documents:
• Most 2009 & 2010 rates are estimated. We have asked that our media partners provide us with their
best estimate of what rates will be, however, those rates could fluctuate once those ratecards are
released.
• Rates specified are net, and exceptions are noted otherwise.
• 2009 & 2010 publish and due dates are also estimated. As these ratecards are released we will update
our posted information, however, please contact your sales representative to ensure the information
you have is up to date and accurate.
• You will find details of each opportunity, mechanical specifications, costs and due dates on the
spreadsheets provided separately from this document.
• Please refer to VATC.org periodically to check for any updates made to this document
• If any corrections or updates need to be made to this document that are found by industry or media
partners, please contact Carey Mosser immediately so those changes can be confirmed and resolved in
a timely fashion.
• The publications will be putting together the finished creative for ALL co-op sections. All partners
should send materials to the individual vendors for these sections; please contact your sales rep for
specific artwork instructions.
• Please contact your respective sales representatives to inquire about lead delivery and added-value
opportunities.
• Internet co-op opportunities are contingent on industry partner participation. While we do not
anticipate this happening, any interactive co-op opportunities that do not have sufficient partner
participation may be cancelled.
• VTC’s media planner at BCF, Carey Mosser, is available for any questions regarding the rationale
behind coop opportunities.
• If there are any questions at all regarding recommendations or suggestions while developing your
own media plan, please feel free to contact Carey.
Carey Mosser
Sr. Contact Strategist, BCF
757.497.4811
cmosser@boomyourbrand.com

Advertising Media Primer
Media Plan Document Details
The below information is intended to describe each of the media plan documents posted on VATC.org to
help with navigation through the various resources.
VTC Co-Op Media Plan

• Consumer & Trade media strategy
• Industry partner incentive program
• Publication details (demographics, geo-targeting, etc.)
• Co-op issue dates
• Industry partner savings
• Media contact information
Consumer Co-Op Partner Information

• Issue dates
• Space due dates
• Material due dates
• Type of co-op
• Available sizes
• Mechanical specifications
• Rates
Consumer Co-Op Partner Information

• Issue dates
• Space due dates
• Type of co-op
• Available sizes
• Rates
Trade Co-Op Partner Information (Groups & Meetings)

• Issue dates
• Space due dates
• Type of co-op
• Available sizes
• Rates
Consumer Flowchart
• 18 month schedule of media
• Includes co-ops and VTC only opportunities
• Broken out by category of publication (lifestyle, travel, outdoor, epicureanm, etc.)
Trade Flowchart
• 18 month schedule of media
• Includes co-ops and VTC only opportunities
• Broken out by category (Group Tour & Meetings)

VIRGINIA TOURISM CORPORATION
FY 2009-2010 MASTER MEDIA PLAN
UPDATED: 07.09.08
FY 09
LIFESTYLE/GENERAL JANUARY FEBRUARY MARCH APRIL MAY
MEDIA PARTNER AD TYPE VTC AD UNIT SECTION FY 09 $ FY 10 $ 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1
BALTIMORESUN.COM (IN) CO-OP VARIOUS PROMO $17,346.00 $17,346.00 MARCH-MAY
E-BLASTS CO-OP VARIOUS E-BLAST $0.00 $0.00 17
BLUE RIDGE COUNTRY VTC ONLY FULL PAGE 4C FF, RHR $0.00 $0.00 JANUARY/FEBRUARY MARCH/APRIL MAY/JUNE
EBRAINS (IN) VTC CO-OP LEADS REGISTRATION $60,000.00 $40,000.00 JANUARY-MARCH
GOOD HOUSEKEEPING CO-OP 1/2P, FULL 4C FF, RHR $70,502.00 $179,760.00 MARCH
NAT'L PROMO PAGES PROMO PAGE FULL PAGE 4C NAT'L $0.00 $0.00 APRIL
SCOUT (IN) VTC ONLY E-BLAST E-BLAST $3,000.00 $6,000.00 8
SOUTHERN LIVING CO-OP HALF PAGE 4C MID ATLANTIC LIVING $39,220.00 $80,504.21 MAY
VIRGINIA LIVING CO-OP, VTC ONLYFULL PAGE 4C FF, RHR, CO-OP $13,622.00 $24,816.00 MARCH/APRIL MAY/JUNE
WASHINGTON POST MAGAZINE CO-OP FULL PAGE 4C CO-OP $29,692.20 $60,275.20 29
WASHINGTONPOST.COM (IN) VTC ONLY VARIOUS VARIOUS $34,410.00 $68,820.00 MARCH/APRIL
E-BLASTS CO-OP VARIOUS E-BLAST $4,000.00 $8,000.00 7
VALUE CLICK (IN) CO-OP VARIOUS VARIOUS $33,333.33 $66,666.66 MARCH/APRIL
WORLD NOW (IN) CO-OP VARIOUS HOME/NEWS/TRAV $40,166.00 $80,332.00 MARCH/APRIL
TRAVEL JANUARY FEBRUARY MARCH APRIL MAY
AAA WORLD CO-OP HALF PAGE 4C CO-OP $21,165.00 $63,495.00 MARCH/APRIL
BONUS ADS VTC ONLY 1/6P 4C ROP $0.00 $0.00
BUDGET TRAVEL CO-OP FULL PAGE 4C GATEFOLD PREMIUM $21,000.00 $42,000.00 APRIL
GIRLFRIEND GETAWAYS CO-OP HALF PAGE 4C GIRLFRIEND GETAWA $9,300.00 $9,300.00 SPRING
CONCIERGE.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS $26,000.00 $77,500.00 MARCH/APRIL
E-BLASTS 10 7
LP FAMILY MAG INSERT CO-OP HALF PAGE 4C CO-OP $0.00 $0.00 APRIL/MAY ISSUES
LP SPRING PLANNER NP INSERT CO-OP 2 PAGE VTC CO-OP $73,000.00 $75,190.00
NY DAILY NEWS SPRING INSERT CO-OP 2 PAGE VTC CO-OP $34,510.00 $35,700.00 19
PROMO ADS VTC ONLY 1/16P ROP $0.00 $0.00
NY TIMES MAGAZINE- T TRAVEL CO-OP HALF PAGE 4C 50 STATES $17,729.00 $35,458.00 17
CROSSWORD PUZZLE VTC ONLY CROSSWORD PUZZLE $35,458.00
PATHFINDERS TRAVEL (AA) CO-OP HALF PAGE 4C CO-OP $4,845.00 $9,690.00 MARCH
OUTDOOR / RECREATION JANUARY FEBRUARY MARCH APRIL MAY
BLUE RIDGE OUTDOORS CO-OP, VTC ONLYFULL PAGE 4C FF, RHR $34,865.00 $58,024.00 JANUARY FEBRUARY APRIL MAY
BONUS AD VTC ONLY 1/4P VERT ROP $0.00 $0.00 JANUARY FEBRUARY APRIL MAY
BREATHE CO-OP FULL PAGE 4C FF, RHR $4,000.00 $8,000.00 MAY
HERITAGE / CULTURE JANUARY FEBRUARY MARCH APRIL MAY
AMERICAN HERITAGE CO-OP 2PAGE SPREAD 4C VA HISTORICAL GUID $0.00 $17,340.00
AMERICAN LEGACY (AA) CO-OP FULL PAGE 4C CO-OP $9,750.00 $19,500.00 SPRING
LP HERITAGE INSERT CO-OP HALF PAGE 4C CO-OP $21,500.00 $23,005.00 APRIL/MAY ISSUES
SMITHSONIAN CO-OP HALF PAGE 4C CO-OP $26,473.95 $73,178.92 APRIL
EPICUREAN / WINE JANUARY FEBRUARY MARCH APRIL MAY
COOKING WITH PAULA DEEN CO-OP, VTC ONLYFULL PAGE 4C KIDS, CO-OP $93,492.00 $23,814.00 JANUARY/FEBRUARY MARCH/APRIL MAY/JUNE
EPICURIOUS.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS concierge concierge MARCH/APRIL
E-BLASTS
SAVEUR CO-OP HALF PAGE 4C CO-OP $16,000.00 $35,933.00 APRIL
MISC. JANUARY FEBRUARY MARCH APRIL MAY
AFRICAN AMERICAN NEWSPAPERSVTC ONLY HALF PAGE 4C TRAVEL, ROP TBD TBD MARCH-MAY
TRAVEL GUIDES JANUARY FEBRUARY MARCH APRIL MAY
VIRGINIA TRAVEL GUIDE VTC PUBLICATION
VIRGINIA GOLF GUIDE VTC PUBLICATION
VIRGINIA MEETING PLANNER GUIDVTC PUBLICATION
VIRGINIA GROUP TOUR GUIDE VTC PUBLICATION
OUTDOOR JANUARY FEBRUARY MARCH APRIL MAY
OUTDOOR ASSOC. OF VA VTC ONLY BILLBOARDS VIRGINIA TBD TBD MARCH-MAY
BROADCAST JANUARY FEBRUARY MARCH APRIL MAY
VIRGINIA ASSOC. OF BROADCASTEVTC ONLY :30 TV & RADIO VIRGINIA TBD TBD MARCH-MAY
GROUP TOUR JANUARY FEBRUARY MARCH APRIL MAY
GROUP TOUR MAGAZINE CO-OP HALF PAGE 4C VA SECTION $5,910.00 $11,820.00 MARCH
GROUP TRAVEL PLANET CO-OP, VTC ONLY1/2P 4C, 1/3P 4C FF, RHR CO-OP $3,820.00 $17,110.00 MAY
NTA COURIER VTC ONLY HALF PAGE 4C FF, RHR $3,751.90 $3,751.90 MAY
STUDENT GROUP TOUR CO-OP HALF PAGE 4C TBD (MA OR SE) $5,730.00 $5,730.00 JANUARY APRIL
STUDENT YOUTH TRAVELER VTC ONLY HALF PAGE 4C FF, RHR $2,962.25 $5,924.50 MAY
VIRGINIA EXPLORER VTC ONLY FP4C, 1/8P 4C BACK COVER $3,803.74 $7,794.49
MEETINGS & CONVENTIONS JANUARY FEBRUARY MARCH APRIL MAY
BLACK MEETINGS & TOURISM CO-OP, VTC ONLYHALF PAGE 4C RHR, EDIT $2,603.00 $5,369.00 FEBRUARY/MARCH
CONVENE VTC ONLY JR PAGE, 1/2P4C PCMA, FF, RHR $5,950.00 $11,483.00 JANUARY
CONVENTION SOUTH CO-OP HALF PAGE 4C VARIOUS $4,783.80 $4,783.80 FEBRUARY
MEETINGS & CONVENTIONS CO-OP FP4C, 1/2P 4C VA DEST GUIDE $11,495.70 $22,731.70 FEBRUARY
MEETINGS MAILER CO-OP E-BLAST E-BLAST $4,785.00 $4,785.00 4 8
MEETINGS SOUTH CO-OP 1/2P 4C TAB HR, VA CO-OPS $4,165.00 $8,330.00 MAY
REJUVENATE CO-OP, VTC ONLY1/2P4C, 1/3P 4C CO-OP, FF, RHR $3,124.00 $6,248.00 APRIL/MAY
SMERF MEETINGS JOURNAL CO-OP FULL PAGE 4C CO-OP, PG 7 $6,350.00 $6,350.00
SPORTS EVENTS CO-OP HALF PAGE 4C CO-OP $1,967.95 $3,935.90 MARCH
SPORTS TRAVEL VTC ONLY HALF PAGE 4C TEAMS $3,326.25
VIRTUALMEETINGWORLD.COM CO-OP BOOTH SOUTHEAST $5,000.00
WASHINGTON BUSINESS JOURNALCO-OP HALF PAGE 4C CO-OP, RHR $3,424.65 $7,044.65 APR TBD
$846,548.47 $1,427,624.18
(IN) = INTERNET
(AA)= AFRICAN AMERICAN
VTC ONLY
STANDARD CO-OP
BUY DOWN
VTC BONUS AD
*Please note that rates are still being negotiated and could change
*2009 & 2010 rates and dates are estimated and could change

CY 09 CY 10
FY 10
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
SEPTEMBER-NOVEMBER
15
JULY/AUGUST SEPTEMBER/OCTOBER NOVEMBER/DECEMBER JANUARY/FEBRUARY MARCH/APRIL MAY/JUNE
JANUARY-MARCH
OCTOBER MARCH MAY
OCTOBER APRIL
7 7
SEPTEMBER MAY
SEPTEMBER/OCTOBER MARCH/APRIL MAY/JUNE
13 28
SEPTEMBER/OCTOBER MARCH/APRIL
8 6
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
JULY/AUGUST SEPTEMBER/OCTOBER MARCH/APRIL
JULY/AUGUST
NOVEMBER APRIL
SPRING
11 14
8 6 9 6
APRIL/MAY ISSUES
18
SEPTEMBER
20 16
13
SEPTEMBER MARCH
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
JUNE SEPTEMBER OCTOBER DECEMBER JANUARY MARCH APRIL MAY JUNE
AUGUST MAY
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
SEPTEMBER/OCTOBER
WINTER SPRING
APRIL/MAY ISSUES
SEPTEMBER APRIL
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
SEPTEMBER/OCTOBER
15 13 13
OCTOBER APRIL
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
MARCH-MAY
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
2009 2010
2009 2010
2009 2010
2009 2010
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
MARCH-MAY
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
MARCH-MAY
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
JUNE SEPTEMBER DECEMBER MARCH JUNE
JULY SEPTEMBER NOVEMBER MAY
JUNE NOVEMBER JUNE
OCTOBER APRIL
SEPTEMBER MAY
JUNE DECEMBER JUNE
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
AUGUST/SEPTEMBER FERUARY/MARCH
SEPTEMBER JANUARY
JUNE AUGUST JUNE
AUGUST FEBUARY APRIL
10 12 9 14
AUGUST MAY
JUNE/JULY NOVEMBER DECEMBER APRIL/MAY JUNE
SUMMER SUMMER
DECEMBER MARCH
OCTOBER/NOVEMBER
MARCH 2009-FEBRUARY 2010
SEP TBD APR TBD


FY 2009-2010 CONSUMER MEDIA PLAN
UPDATED: 07.09.08
FY 09
LIFESTYLE/GENERAL JANUARY FEBRUARY MARCH APRIL MAY
MEDIA PARTNER AD TYPE VTC AD UNIT SECTION FY 09 $ FY 10 $ 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 2
BALTIMORESUN.COM (IN) CO-OP VARIOUS PROMO $17,346.00 $17,346.00 MARCH-MAY
E-BLASTS CO-OP VARIOUS E-BLAST $0.00 $0.00 17
BLUE RIDGE COUNTRY VTC ONLY FULL PAGE 4C FF, RHR $0.00 $0.00 JANUARY/FEBRUARY MARCH/APRIL MAY/
EBRAINS (IN) VTC CO-OP LEADS REGISTRATION $60,000.00 $40,000.00 JANUARY-MARCH
GOOD HOUSEKEEPING CO-OP 1/2P, FULL 4C FF, RHR $70,502.00 $179,760.00 MARCH
NAT'L PROMO PAGES PROMO PAGE FULL PAGE 4C NAT'L $0.00 $0.00 APRIL
SCOUT (IN) VTC ONLY E-BLAST E-BLAST $3,000.00 $6,000.00 8
SOUTHERN LIVING CO-OP HALF PAGE 4C MID ATLANTIC LIVING $39,220.00 $80,504.21 MAY
VIRGINIA LIVING CO-OP, VTC ONLYFULL PAGE 4C FF, RHR, CO-OP $13,622.00 $24,816.00 MARCH/APRIL MAY/
WASHINGTON POST MAGAZINE CO-OP FULL PAGE 4C CO-OP $29,692.20 $60,275.20 29
WASHINGTONPOST.COM (IN) VTC ONLY VARIOUS VARIOUS $34,410.00 $68,820.00 MARCH/APRIL
VALUE CLICK (IN) CO-OP VARIOUS VARIOUS $33,333.33 $66,666.66 MARCH/APRIL
WORLD NOW (IN) CO-OP VARIOUS HOME/NEWS/TRAV $40,166.00 $80,332.00 MARCH/APRIL
TRAVEL JANUARY FEBRUARY MARCH APRIL MAY
AAA WORLD CO-OP HALF PAGE 4C CO-OP $21,165.00 $63,495.00 MARCH/APRIL
BONUS ADS VTC ONLY 1/6P 4C ROP $0.00 $0.00
BUDGET TRAVEL CO-OP FULL PAGE 4C GATEFOLD PREMIUM $21,000.00 $42,000.00 APRIL
GIRLFRIEND GETAWAYS CO-OP HALF PAGE 4C GIRLFRIEND GETAWA $9,300.00 $9,300.00 SPRING
CONCIERGE.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS $26,000.00 $77,500.00 MARCH/APRIL
E-BLASTS 10 7
LP FAMILY MAG INSERT CO-OP HALF PAGE 4C CO-OP $0.00 $0.00 APRIL/MAY ISSUES
LP SPRING PLANNER NP INSERT CO-OP 2 PAGE VTC CO-OP $73,000.00 $75,190.00
NY DAILY NEWS SPRING INSERT CO-OP 2 PAGE VTC CO-OP $34,510.00 $35,700.00 19
PROMO ADS VTC ONLY 1/16P ROP $0.00 $0.00
NY TIMES MAGAZINE- T TRAVEL CO-OP HALF PAGE 4C 50 STATES $17,729.00 $35,458.00 17
CROSSWORD PUZZLE VTC ONLY CROSSWORD PUZZLE $35,458.00
PATHFINDERS TRAVEL (AA) CO-OP HALF PAGE 4C CO-OP $4,845.00 $9,690.00 MARCH
OUTDOOR / RECREATION JANUARY FEBRUARY MARCH APRIL MAY
BLUE RIDGE OUTDOORS CO-OP, VTC ONLYFULL PAGE 4C FF, RHR $34,865.00 $58,024.00 JANUARY FEBRUARY APRIL MAY
BONUS AD VTC ONLY 1/4P VERT ROP $0.00 $0.00 JANUARY FEBRUARY APRIL MAY
BREATHE CO-OP FULL PAGE 4C FF, RHR $4,000.00 $8,000.00 MAY
HERITAGE / CULTURE JANUARY FEBRUARY MARCH APRIL MAY
AMERICAN HERITAGE CO-OP 2PAGE SPREAD 4C VA HISTORICAL GUID $0.00 $17,340.00
AMERICAN LEGACY (AA) CO-OP FULL PAGE 4C CO-OP $9,750.00 $19,500.00 SPRING
LP HERITAGE INSERT CO-OP HALF PAGE 4C CO-OP $21,500.00 $23,005.00 APRIL/MAY ISSUES
SMITHSONIAN CO-OP HALF PAGE 4C CO-OP $26,473.95 $73,178.92 APRIL
EPICUREAN / WINE JANUARY FEBRUARY MARCH APRIL MAY
COOKING WITH PAULA DEEN CO-OP, VTC ONLYFULL PAGE 4C KIDS, CO-OP $93,492.00 $23,814.00 JANUARY/FEBRUARY MARCH/APRIL MAY/
EPICURIOUS.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS concierge concierge MARCH/APRIL
E-BLASTS
SAVEUR CO-OP HALF PAGE 4C CO-OP $16,000.00 $35,933.00 APRIL
MISC. JANUARY FEBRUARY MARCH APRIL MAY
AFRICAN AMERICAN NEWSPAPERSVTC ONLY HALF PAGE 4C TRAVEL, ROP TBD TBD MARCH-MAY
$766,921.48 $1,291,105.99
(IN) = INTERNET
(AA)= AFRICAN AMERICAN
VTC ONLY
STANDARD CO-OP
BUY DOWN
VTC BONUS AD

CY 09 CY 10
FY 10
25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
SEPTEMBER-NOVEMBER
15
/JUNE JULY/AUGUST SEPTEMBER/OCTOBER NOVEMBER/DECEMBER JANUARY/FEBRUARY MARCH/APRIL MAY/JUNE
JANUARY-MARCH
OCTOBER MARCH MAY
OCTOBER APRIL
7 7
SEPTEMBER MAY
/JUNE SEPTEMBER/OCTOBER MARCH/APRIL MAY/JUNE
13 28
8 6
25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
JULY/AUGUST SEPTEMBER/OCTOBER MARCH/APRIL
JULY/AUGUST
NOVEMBER APRIL
SPRING
11 14
8 6 9 6
APRIL/MAY ISSUES
18
SEPTEMBER
20 16
13
SEPTEMBER MARCH
25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
AUGUST MAY
25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
SEPTEMBER/OCTOBER
WINTER SPRING
APRIL/MAY ISSUES
SEPTEMBER APRIL
25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
/JUNE SEPTEMBER/OCTOBER
15 13 13
OCTOBER APRIL
25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
MARCH-MAY


FY 2009-2010 GROUP TOUR MEDIA PLAN
UPDATED: 07.09.08
FY 09
GROUP TOUR JANUARY FEBRUARY MARCH APRIL MAY J
MEDIA PARTNER AD TYPE VTC AD UNIT SECTION FY 09 $ FY 10 $ 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8
GROUP TOUR MAGAZINE CO-OP HALF PAGE 4C VA SECTION $5,910.00 $11,820.00 MARCH J
GROUP TRAVEL PLANET CO-OP, VTC ONLY 1/2P 4C, 1/3P 4C FF, RHR CO-OP $3,820.00 $17,110.00 MAY
NTA COURIER VTC ONLY HALF PAGE 4C FF, RHR $3,751.90 $3,751.90 MAY J
STUDENT GROUP TOUR CO-OP HALF PAGE 4C TBD (MA OR SE) $5,730.00 $5,730.00 JANUARY APRIL
STUDENT YOUTH TRAVELER VTC ONLY HALF PAGE 4C FF, RHR $2,962.25 $5,924.50 MAY
VIRGINIA EXPLORER VTC ONLY FP4C, 1/8P 4C BACK COVER $3,803.74 $7,794.49 J
$25,977.89 $52,130.89

FY 2009-2010 MEETINGS & CONVENTIONS MEDIA PLAN
UPDATED: 07.09.08
FY 09
MEETINGS & CONVENTIONS JANUARY FEBRUARY MARCH APRIL MAY J
MEDIA PARTNER AD TYPE VTC AD UNIT SECTION FY 09 $ FY 10 $ 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8
BLACK MEETINGS & TOURISM CO-OP, VTC ONLY HALF PAGE 4C RHR, EDIT $2,603.00 $5,369.00 FEBRUARY/MARCH
CONVENE VTC ONLY JR PAGE, 1/2P4CPCMA, FF, RHR $5,950.00 $11,483.00 JANUARY
CONVENTION SOUTH CO-OP HALF PAGE 4C VARIOUS $4,783.80 $4,783.80 FEBRUARY J
MEETINGS & CONVENTIONS CO-OP FP4C, 1/2P 4C VA DEST GUIDE $11,495.70 $22,731.70 FEBRUARY
MEETINGS MAILER CO-OP E-BLAST E-BLAST $4,785.00 $4,785.00 4 8
MEETINGS SOUTH CO-OP 1/2P 4C TAB HR, VA CO-OPS $4,165.00 $8,330.00 MAY
REJUVENATE CO-OP, VTC ONLY 1/2P4C, 1/3P 4C CO-OP, FF, RHR $3,124.00 $6,248.00 APRIL/MAY
SMERF MEETINGS JOURNAL CO-OP FULL PAGE 4C CO-OP, PG 7 $6,350.00 $6,350.00
SPORTS EVENTS CO-OP HALF PAGE 4C CO-OP $1,967.95 $3,935.90 MARCH
SPORTS TRAVEL VTC ONLY HALF PAGE 4C TEAMS $3,326.25
VIRTUALMEETINGWORLD.COM CO-OP BOOTH SOUTHEAST $5,000.00
WASHINGTON BUSINESS JOURNAL CO-OP HALF PAGE 4C CO-OP, RHR $3,424.65 $7,044.65 APR TBD
$53,649.10 $84,387.30
(IN) = INTERNET
VTC ONLY
STANDARD CO-OP
BUY DOWN
VTC BONUS AD

CY 09 CY 10
FY 10
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
JUNE SEPTEMBER DECEMBER MARCH JUNE
JULY SEPTEMBER NOVEMBER MAY
JUNE NOVEMBER JUNE
OCTOBER APRIL
SEPTEMBER MAY
JUNE DECEMBER JUNE
CY 09 CY 10
FY 10
8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21
AUGUST/SEPTEMBER FERUARY/MARCH
SEPTEMBER JANUARY
JUNE AUGUST JUNE
AUGUST FEBUARY APRIL
10 12 9 14
AUGUST MAY
JUNE/JULY NOVEMBER DECEMBER APRIL/MAY JUNE
SUMMER SUMMER
DECEMBER MARCH
OCTOBER/NOVEMBER
MARCH 2009-FEBRUARY 2010
SEP TBD APR TBD

“Live Passionately”Marketing Leverage Program
The Virginia Tourism Corporation (VTC) “Live Passionately” Marketing Leverage Program is designed to
stimulate new tourism marketing programs through the creation of tourism partnerships and to extend the
VTC “Live Passionately” campaign. The objective of this program is to leverage limited marketing dollars,
resulting in increased visitor spending. This objective can be accomplished through actions including the
following:
• Encouraging and stimulating investment by combined efforts of local, regional and statewide entities
for marketing initiatives;
• Marketing Virginia as a year-round leisure travel destination for individuals and groups;
• Marketing Virginia as a meeting, convention, sports, and/or environmentally friendly travel destination;
• Marketing Virginia to international travelers;
• Targeting the drivers of visitation to Virginia, such as history and heritage, beaches, affluent travel,
epicurean travel, small town America, and/or outdoor recreation;
• Extending the limited VTC marketing budget by tying local and regional marketing initiatives into the
VTC “Live Passionately” campaign.
VTC “Live Passionately”Marketing Leverage Program Guidelines
1. A minimum of three entities must partner financially to apply for funding consideration. Partners may
consist of Virginia towns, cities, counties, convention and visitors bureaus, chambers of commerce, other
local or regional destination marketing organizations (DMO), private businesses, museums, attractions,
cultural events, and other not-for-profit entities. DMOs are no longer required to be a financial partner;
however, all applications must include a letter of support from each DMO(s) within the project coverage
area. DMOs can be – and are encouraged to be – partners in the application. A list of DMOs can be found
at http://www.vatc.org/csir/dmolist.asp. Programs that are regional in scope are encouraged. All partners in
the application must be listed on www.Virginia.org and must provide a reciprocal link to www.Virginia.org
from their Web site. One partner must serve as the lead partner who will administer the program. The lead
applicant can only be the lead partner in one program per funding cycle and the program can apply only in
one funding tier. A potential vendor of services for or to the application partnership program, either directly
or indirectly, cannot be a partner in the application. Applicants are encouraged to seek services through a
competitive bid process and are encouraged to utilize SWAM (Small Business, Women, or Minority-Owned)
vendors, when possible. For more information, please visit http://www.dmbe.virginia.gov/.
2. There are two levels of funding in the VTC “Live Passionately” Marketing Program. The maximum
match amount in each program will be as follows:
TIER ONE LEVERAGE PROGRAM

Up to $5,000 Maximum award of $5,000 with a 1:1 match required

TIER TWO LEVERAGE PROGRAM
$5,001 to $25,000 Minimum of $5,001 up to a maximum of $25,000 with a 2:1 match
required (two dollars from partners matched by one dollar from VTC).
There are very limited funds for this program, therefore funding will be awarded on a merit scale. Awarding
of funding is based upon information contained in the application and will be scored based upon the VTC
“Live Passionately” Marketing Program Scoring Guidelines (page 5). Since awards are determined from
these scores, the application must be as complete as possible. Actual award may or may not equal amount
requested and is based on available funds at the time of award. In making decisions on grant applications,
the Virginia Tourism Corporation may consider such factors as type and scope of the applying organiza-
tions, the organization’s additional resources, past awards to the applying organizations, the impact and
priority of the proposed project, the timetable, the number of applications received, the dollar amounts of
the applications received and most importantly, the impact of the project’s ability to increase and track over-
night stays and visitor revenue in the program coverage area.

3. Funds will be disbursed upon a reimbursement basis upon receipt by VTC of copies of vendor invoices
showing the actual costs, proof of payment of invoices, proof of product or ad campaign (tear sheets, ex-
amples of printed materials, copies of audio or video tapes, etc.), and/or screen captures and active web
addresses for Web site related programs. Funding payment requests must include the VTC Marketing
Leverage Reimbursement Request form provided after award notification.
4. The match is a cash match only. No in-kind services or costs will be allowed for matching purposes,
without prior written approval from VTC.
5. Repeat applicants are allowed, however new applicants are preferred. All programs must be for new
initiatives such as advertising (print, media, electronic), tradeshows (registration only), Web site develop-
ment and web marketing, brochure development (design and printing), and fulfillment costs. The use of
VTC funds must be clearly specified in the application.
Eligible Programs Expenses
• Placement of Advertisements – (includes print ads, radio, television, etc.). Ads must promote the
applicants area to visitors. Applications must incorporate some aspect of the VTC “Live Passionately”
campaign. Applications that more fully integrate the “Live Passionately” marketing opportunities
will score higher. If the proposal includes media outlets that are not part of the VTC Partnership
Advertising Opportunities, justification should be included as to why the proposed media outlet is
used.
• Printed Materials – Travel related printed materials including brochures, media kits, group tour
publications, meeting planner publications and other printed information materials designed to
promote the partner’s area as a travel destination. Such projects must include a marketing
mechanism and plan for promoting the availability of such printed materials.
• Web site Development – Development of Web sites to promote the applicants areas are eligible.
Maintenance fees for Web sites are NOT eligible. Any Web sites must include the Virginia is for
Lovers “Live Passionately” badge and must provide a reciprocal link to www.Virginia.org from their
Web site.
• Electronic Marketing – Search engine optimization, banner and Web site advertising, and other
electronic marketing initiatives are eligible expenses.
• Travel and Trade Show Booth Rental/Participation Fees – Fees associated with registration at travel
and trade shows are eligible. Travel expenses, including accommodations, and transportation,
are NOT eligible for funding.
• Dues and Memberships – Fees that are required to participate in marketing initiatives or travel trade
shows are eligible.
• Fulfillment Costs – Fees associated with mailing collateral materials as a result of the marketing
programs are eligible as well as the cost of toll-free numbers associated with the programs.
• Tradeshow Displays – Design and production of display units that will be used in conjunction with
travel promotions at travel and tradeshows are eligible.

Ineligible Expenses
The following will NOT be funded by the VTC “Live Passionately” Marketing Program:
• Programs that do not contribute to increased visitation to the partner’s area and to Virginia.
• Administrative expenses including office space, salary and personnel costs, office supplies, office
equipment, normal office postage, other administrative costs and overhead costs. (Toll-free numbers
associated with the programs will be funded as described above, as will postage fulfillment costs
directly associated with the programs).
• Costs of promotional items (such as pens, pencils, etc.)
• Event start up and production costs.
• Maintenance fees for Web sites are NOT eligible.
• Travel expenses, including accommodations, and transportation, are NOT eligible for funding.
Additional requirements and requested information contained in the VTC “Live Passionately” Marketing
Program Scoring Guidelines (pages 5 – 9) must also be met.
6. All programs must include a sustainability mechanism for programs that will be ongoing after the fund-
ing cycle. All programs must include plans for funding programs in case full funding is not awarded.
7. Applications must incorporate some aspect of the VTC “Live Passionately” campaign. Applications
that more fully integrate the “Live Passionately” marketing opportunities will score higher. If the proposal
includes media outlets that are not part of the VTC Partnership Advertising Opportunities, justification
should be included as to why the proposed media outlet is used. The VTC “Live Passionately” badge and
the www.Virginia.org Web site address must be included in all marketing materials. (Exception for bro-
chure size ad units). Examples of support of VTC “Live Passionately” include the following:
• Participation in VTC consumer and/or trade cooperative media buys listed on VTC marketing
calendar. Please refer to http://www.vatc.org/advertising/coopadprog/partneradvertising.asp for
complete partner media buy information, and for the VTC “Live Passionately” Brand Tool Kit.
• Additional information can be found in the VTC “Live Passionately” Marketing Plan available at www.
VATC.org.
• Placement of advertising in the Virginia Travel Guide, the 2010 Group Itinerary Planner, and/or the
2010/2011 Meeting Planners Directory
• Participation in the VTC Online Booking partnership program with Travelocity.
• Participation in VTC datashare program; See http://www.vatc.org/emarketing/datashare.asp
• Providing travel product on Virginia.org Web site for group tour, meetings and sports product for the
professional trades
• Encouragement of local tourism industry partners to list their businesses on Virginia.org.
• Participation in the Canadian “Balance” program
• Assistance in hosting of CRUSA fam trips, media tours, and other VTC sponsored tours
• Participation in VTC promotion opportunities
• Placement of brochures in the Virginia Welcome Centers
• Placement of a translite ad in the Virginia Welcome Centers
• Participation in the Welcome Center Tourism Blitz program
• Participation in VTC/SVTA consumer show program
• Participation in VTC domestic trade show opportunities for AAA, group tour, meetings and sports as
noted on VTC Marketing Calendar
8. All applications must include a detailed marketing plan that clearly states specific media placements,
timelines, and costs. The use of these funds must clearly be shown. Failure to include a detailed market-
ing plan will result in disqualification. The marketing plan must follow the format as stated on page 9.

9. All applications must provide stated and clear performance measures. A detailed plan to measure the
effectiveness of the proposed program must be included at the time of application.The plan must clearly
state the benchmarks, expectations, targets, outcomes, and progress of the program, and detail how that
information will be measured and reported to the VTC.
10. All programs should be completed within 18 months of the award notification date. VTC will request pe-
riodic updates on the progress of your program. A final report must be submitted to the VTC within 60 days
of the end of the program detailing the results of the program, including return on investment, performance
measure outcomes, and other supporting data. Failure to provide the final report, or failure to meet guide-
lines stated in application, may result in partners being in default and any funding awarded to date may be
refundable to VTC.
11. Successful recipients are strongly encouraged to communicate the awarding of the VTC “Live Pas-
sionately” Marketing Leverage funds, and in particular the outcomes of your program. Information on the
amount of local money leveraged, number of partnerships developed, results of the program, return on
investment, and other pertinent information should be included. A news release template will be provided
by VTC as part of your award notification. This may be used in communicating the success of your program
to local media, community stakeholders, lawmakers and other opinion leaders.
12. The application must be received no later than 5 p.m. on November 11, 2008 at the VTC offices. Grad-
ing of applications is expected to be completed and award/denial notifications made in December 2008.
13. Please provide the original plus three copies of your application. Applications should be typed or com-
puter printed. Applications and supporting materials should not be bound or placed in a notebook. Staple
the application in the upper left hand corner. Supporting materials may be included in clear sheet holders
or similar pockets. Applications must follow format as stated on pages 6-9, and must address all aspects of
the guidelines as completely as possible.
14. FAX and/or e-mail applications will NOT BE ACCEPTED. For tracking purposes and date/time delivery
recording purposes, it is suggested that applications be sent via UPS, FedEx, DHL, or USPS Registered
Mail/Return Receipt Requested.
15. Any changes in the applicants program that arise after notification of award must be submitted in writing
and approved in writing by VTC. Failure to do so may result in default and any funding awarded to date may
be refundable to VTC.
Applications are due by 5:00 PM on Tuesday, November 11, 2008. Send applications to:
Virginia Tourism Corporation

Attention: Hollis Sullivan
Tourism Development Manager
901 East Byrd Street
Richmond, VA 23219
Tel: 804-545-5546

Virginia Tourism Corporation “Live Passionately” Marketing Leverage Program
Scoring Guidelines
The following will be used in evaluating applications for the VTC “Live Passionately” Marketing Leverage
Program. Applicants must follow format as stated on pages 6-9. Please make sure your application thor-
oughly answers each of the following questions, and in the order as shown below.
Maximum Points
PROGRAM DESCRIPTION
• Program Description and Partner Evaluation 15 pts
o What do you want to accomplish?
o What are the goals for your program?
o Who are your partners and what is their role and financial commitment?
Total: 15 pts.
PROGRAM CONTENT
• Target Audience and Market Research 20 pts.
o Who is your target market and audience?
o Why did you choose this market?
o What research supports your interest in this market?
• Marketing Message and Program 20 pts.
o What is your message that will cut through the clutter
and encourage action?
o What resources do you have and need to reach the target market?
o What is your marketing plan to reach the target market?
o Is the marketing plan detailed, with specific timelines?
• VTC “Live Passionately”
o Does the program support the VTC “Live Passionately”
campaign, including the VTC Partnership Advertising Opportunities? 20 pts.
Total: 60 pts.
PERFORMANCE MEASUREMENT
• Effectiveness of Program 25 pts.
o Have you clearly listed your objectives, desired outcomes,
and demonstrated how you have leveraged dollars?
o Have you clearly established realistic baseline numbers
and clearly stated your targets?
o How will you know if you have reached your target audience?
o How will you report the effectiveness of your program?
o Is there a plan for implementing the program if requested
funding is not fully awarded?
o Is there a sustainability plan to continue the program after the
requested funding cycle?
Total 25 pts.
TOTAL MAXIMUM SCORE: 100 POINTS

Application Instructions
Applicants must follow the format and order below in preparing the application.
Answer each question as thoroughly as possible.
1) COVER SHEET
• Complete the Virginia Tourism Corporation “Live Passionately” Marketing Leverage Program Applica-
tion Cover Sheet and include as the first page of your application. Be sure to indicate program name, fund-
ing level requested and anticipated completion date.
2) PARTNER INFORMATION PAGES
• Complete the information sheets for the lead partner and each partner in the program. A minimum of
three entities must partner financially to apply for funding consideration. Indicate the complete contact infor-
mation for all partners, including the partners’ financial commitment for the project. Attach additional pages
for each partner. Do not alter the partner information sheets.
3) PROGRAM DESCRIPTION (attach up to two pages)
• Description of the proposed program and goals, and the partner’s role in the program. Answer the fol-
lowing questions: What do you want to accomplish? What are the goals for your program? Who are your
partners and what is their role and financial commitment? Does the application follow the Marketing Lever-
age Program scoring guidelines (page 5)?
4) TARGET AUDIENCE AND MARKET RESEARCH (attach up to two pages)
• Who is your target market and audience? Why did you choose this market? What research supports
your interest in this market?
• Please include specific citations regarding the source of your information. For example, if your data is
from visitor logs at an attraction, or from the Research Section of www.vatc.org, indicate this in the market
research section. Make a documentable case for why you are choosing this project, the focus of the project,
and why you chose the particular audience and market.
5) MARKETING MESSAGE AND PROGRAM (attach up to two pages, plus the detailed marketing plan)
• What is your message that will cut through the clutter and encourage action?
o Your message needs to be clearly stated. Your message is your means for standing out from the
competition and reaching your audience, then encouraging them to act (visit). It should be a call
to action that encourages the next step, whether requesting additional information, or visitation to
your area. Example: Experience Shenandoah at War: One Story, a Thousand Voices.
(Shenandoah Valley Battlefields Association)
• What resources do you have and need to reach the target market? Does the program efficiently use
these resources?
• What is your marketing plan to reach the target market? Is the marketing plan detailed, with specific
timelines? In addition to answering these questions, provide a detailed marketing plan showing specific
media placements, placement dates, brochure development, costs associated with program, etc. in the
format shown on page nine (Marketing Plan and Budget Timeline). You may reproduce the form, but you
must follow the format shown.

• How does the program support current VTC marketing efforts, including the VTC “Live Passionately”
Partnership Advertising Opportunities? The VTC “Live Passionately” Partnership Advertising Opportunities
are an effective way to further leverage dollars. Please refer to http://www.vatc.org/advertising/coopadprog/
partneradvertising.asp for more information.
6) PERFORMANCE MEASURES (attach up to two pages)
Performance measures are the indicators of the effectiveness of your program. Without strong and mean-
ingful measures, you will be unable to effectively determine if your message moved your target audience
to act. The measures provide information of the success of your program, define the amount of leverage of
marketing funds, and establish a return on investment. Clearly defined performance measures will be key
in developing your final report.
• Have you clearly listed your objectives, desired outcomes, and demonstrated how you have leveraged
dollars?
• Have you clearly established realistic baseline numbers and benchmarks and clearly stated targets for
your program?
o If you are starting a new program, you may not have data from previous projects. In this case,
realistic numbers should be provided, based upon similar projects from either your area, or other
areas. These benchmarks are against what you will gauge the response of your project. For
example, if you have never advertised in a particular publication, you will not have data based
upon prior experience. However, using the number of exposures, circulation of the publication,
etc., you should be able to establish a realistic target of responses as a result of your program.
Clearly indicate this number as your benchmark.
(Example: The circulation of a publication is 2.5 million. We hope to generate leads based on 1
percent of the circulation or 25,000. Of those 25,000 leads we hope to convert 20 percent to
actual visitors, for an increase of visitation of 5,000)
o For projects that build upon existing marketing efforts, targets should include measurement of
visitation, revenue, and other current meaningful indicators as baselines for projections of new
targets. (Example: Visitation in 2008 was 10,000. We hope to increase visitation by 15 percent to
11,250 in 2009.)
• How will know if you have reached your target audience?
o Have you included a mechanism to measure the response to your project? This may include the
number of leads generated; number of coupons returned; Web site statistics, intercept surveys,
conversion studies, and other measurement mechanisms. These should tie into your targets and
benchmarks. The best indicators are those which conclusively show that – as a result of your
project – you attracted visitors to your area.
• How will you report the effectiveness of your program to the VTC, and to your stakeholders?
o A final report detailing the outcome of your project is due within 60 days of the completion of the
project. The report needs to clearly answer the questions above with specific data, examples of
the results of the program, and other supporting documentation.
o Successful recipients are strongly encouraged to communicate the awarding of the VTC “Live
Passionately” Marketing Leverage funds, and in particular the outcomes of your program, to local
media, community stakeholders, lawmakers and other opinion leaders. Indicate how you will
communicate the awarding of funds and the outcomes of your program.

• Is there a sustainability plan to continue the program after the requested funding cycle?
• Is there a plan for implementing the program if requested funding is not fully awarded?
Marketing Plan and Budget Timeline
It is important to include as much detail in the Marketing Plan and Budget Timeline as possible. Please do
not include general statements, such as “the program partners will place magazine ads.” Rather, include
specific placement dates, ad sizes, rates, etc. For example, indicate that you will place in Smithsonian
Magazine a 1/6 page four color ad, two times in the April 2008 and September 2008 editions at a total cost
of $4,320.00.
For non-advertising related expenses, indicate what the expense represents, estimated costs, and an-
ticipated completion dates. For example, if a portion of the application is for the production of a brochure,
please indicate the purpose of the brochure, cost of design, cost of production, number produced, and the
anticipated completion date. Clearly show for what the requested VTC Marketing Leverage funds will be
used, and for what the partners dollars will be used.
Please reproduce the information as needed, following the format on the following page, and include as
part of the Marketing Program Plan section.

“Live Passionately” Marketing Leverage Program – Fall 2008
PROGRAM NAME____________________________________________________________________
VTC “Live Passionately” Marketing Leveraging Program Marketing Plan

Marketing Calendar and Budget
Media Outlet Ad Type, Size and Placement Date Total Cost VTC Funds Amount Partners Fund
Frequency Amount

Other Program Related Budget Items
Specific Item (brochure, design services, Anticipated Completion Total Cost VTC Funds Amount Partners Fund
display production, tradeshow registration, etc.) Date Amount

TOTAL BUDGETED AMOUNT


Cover Sheet
PROGRAM NAME: ___________________________________________________________________
LEAD PARTNER: ____________________________________________________________________
BUDGET OF PROPOSED PROGRAM
TIER ONE LEVERAGE PROGRAM

Up to $5,000 Maximum award of $5,000 with a 1:1 match required
Leveraging Funds Requested $_____________
Partner’s Matching Funds (1:1 Match) $_____________
Total Budget for Program $_____________
TIER TWO LEVERAGE PROGRAM

$5,001 to $25,000 Minimum of $5,001 up to a maximum of $25,000 with a minimum 2:1
match required (Two dollars from partners matched by one dollar from VTC).
Leveraging Funds Requested $_____________
Partner’s Matching Funds (2 :1 Match) $_____________
Total Budget for Program $_____________
ANTICIPATED DATE OF PROGRAM COMPLETION: _______________________________
All programs should be completed within 18 months of the date of award notification.
The final report must be submitted to the VTC within 60 days of the end of the program.

LEAD PARTNER CONTACT INFORMATION (Please provide exact contact information for where corre-
spondence regarding application is to be sent, including reimbursement payments).
Name of Program
Name of Lead Partner
Mailing address of Lead Partner
Physical address of Lead Partner
City State Zip
Telephone Fax
E-mail address
Web site address
Federal Employer Identification Number (FEI #)
$
Lead Partners Financial Commitment
Name and title of authorized person (please print)
Signature of authorized person Date
Please include contact information for each additional partner on the following pages

PARTNER CONTACT INFORMATION
Name of Program
Name of Partner
Mailing address of Partner
Physical address of Partner
City State Zip
Telephone Fax
E-mail address
Web site address
$
Partners Financial Commitment
Please attach additional forms for each partner in program

PARTNER CONTACT INFORMATION
Name of Program
Name of Partner
Mailing address of Partner
Physical address of Partner
City State Zip
Telephone Fax
E-mail address
Web site address
$
Partners Financial Commitment
Please attach additional forms for each partner in program

VTC “Live Passionately” Marketing Leverage Program

Application Checklist – Please include with your application.
• Have you completed all sections of the cover sheet?
• Have you provided all requested information for all partners, including the partners’ financial commit-
ment? A minimum of three financial partners are required to participate.
• Are all partners listed on www.Virginia.org? Information on the free listings can be found at http://
www.virginia.org/admin/login.asp.
• Have you included a letter of support from the DMO(s) in the project coverage area?
• Have you thoroughly described your program, established your goals, and defined the role of your
partners?
• Have you identified your target audience, and justified that audience through valid, documented
research and data?
• Have you clearly stated what your message is to your audience?
• Have you provided a detailed marketing plan, timeline for action, and budget for your project? Refer
to page 9 of application and follow that format precisely.
• Does your program incorporate VTC “Live Passionately” opportunities?
• Have you clearly stated your targets, baseline numbers, and benchmarks so as to effectively measure
the outcomes of your project?
• Have you indicated alternative plans in the event full funding requested is not awarded?
• Have you indicated how you will sustain the program in the future?
• Have you indicated how you will communicate the results of your program to the VTC, and to your
stakeholders?
• Have you included the original plus three copies of the application?
• Applications are due by 5:00 PM on Tuesday, November 11, 2008. No electronic submissions or
faxes will be accepted. It is encouraged for you to use a delivery service that allows for tracking of the
application delivery. Applications should be sent to:

Attention: Hollis Sullivan
Tourism Development Manager
901 East Byrd Street
Richmond, VA 23219
804-545-5546

Appendix Graphics: International Marketing:
VTC Marketing Staff Cheryl Exley Heidi Johannesen
Graphics Manager Director of International Marketing
Marketing Administration: cexley@virginia.org hjohannesen@virginia.org
804.545.5564 202.872.0554
Diane Béchamps Fax: 703.536.1186
Vice President Frances Elliott
dbechamps@virginia.org Graphics Assistant Manager Matt Gaffney
804.545.5542 felliott@virginia.org President and CEO
804.545.5565 Capital Region USA
Kimberly Petersen mgaffney@capitalregionusa.org
Special Projects Manager Bill Crabtree
302.226.0422
kpetersen@virginia.org Graphic Designer
804.545.5540 wcrabtree@virginia.org
Publications:
804.545.5566
Advertising: Judy Watkins
Public Relations: Publications Manager
Jovandra Cox jwatkins@virginia.org
Director of Advertising Tamra Talmadge-Anderson
804.545.5563
jcox@virginia.org Director of Public Relations
804.545.5567 ttanderson@virginia.org
804.545.5573
Paige Worthington
Advertising Assistant Richard Lewis
pworthington@virginia.org Public Relations Manager
804.545.5548 rlewis@virginia.org
804.545.5574
Carey Mosser
Media Planner/Buyer Georg Horvath
BCF Public Relations Specialist
dmosser@boomyourbrand.com ghorvath@virginia.org
757.497.4811 804.545.5570
Fax: 757.497.3684
Promotions:
Electronic Marketing: Julia Scott
Dave Neudeck Promotions Manager
Director of Electronic Marketing jscott@virginia.org
dneudeck@virginia.org 804.545.5575
804.545.5554
Domestic Sales and Marketing:
Mary Bishop
Electronic Marketing Manager Carol Torricelli, CMP
mbishop@virginia.org Director of Sales
804.545.5556 ctorricelli@virginia.org
804.5455543
Tom Kirk
Multimedia Specialist Joni Johnson, CTP, TMP
tkirk@virginia.org National Sales Manager
804.545.5558 804.545.5544
Casey Higgins Robin Mamunes
Electronic Marketing Content Specialist Senior Marketing Assistant
chiggins@virginia.org rmamunes@virginia.org
804.545.5557 804.545.5545

Consumer Services & Fulfillment Staff: Administration and Finance Staff:
Staff Staff
Valerie Guffy Alisa Bailey

Consumer & Revenue Programs Manager President and CEO
vguffy@virginia.org abailey@virginia.org
804-545-5588 804-545-5510
Sandra Hicks Roy Knox

Welcome Centers Operations Manager Vice President of Administration and Revenue
shicks@virginia.org rknox@virginia.org
804-545-5583 804-545-5522
Jane Govoruhk Winston Evans

Revenue Program Coordinator Executive Assistant
jgovoruhk@virginia.org wevans@virginia.org
804-545-5520 804-545-5510
Polly Bozorth Terry S. Minor, VCO

Administrative Assistant Contracts and Procurement Officer
pbozorth@virginia.org tminor@virginia.org
804-545-5580 804-545-5523
Darryl Neville Tia Chongasing

Distribution Center Supervisor Procurement/Accounts Receivable Specialist
dneville@virginia.org tchongasing@virginia.org
804-545-5592 804-545-5524
Michael Banks
Distribution Center Assistant
mbanks@virginia.org
804-545-5592
Virginia Tourism Corporation FY09 MARKETING PLAN

Advertising Agency of Record: Tourism Education and Development Staff:
BCF Staff
240 Business Park Drive
Chris Canfield
Virginia Beach, VA 23462
Vice President of Tourism Education and Development
757.497.4811
ccanfield@virginia.org
Fax: 757.497.3684
804.545.5562
Boomyourbrand.com
Steve Galyean
Art Webb
Director of Tourism Development
President and CEO
sgalyean@virginia.org
Jacinthe Pare 804.545.5517
Account Group Director/Partner
Bobbie Walker
Keith Ireland
Director of Tourism Education & Workforce Readiness
Creative Director/Partner
bwalker@virginia.org
Glenn Dano 804.545.5582
Account Executive
Wirt Confroy
Tyson Misleh
Director of Partnerships
Assistant Account Executive
wconfroy@virginia.org
Laura Walker 804.545.5552
Director of Creative Services
Kitty Barker
Ginny Petty
Tourism Development Specialist - Southwest Virginia
Senior Copy Writer
kbarker@virginia.org
Joe Schnellmann 276.466.2932
Senior Art Director
Sandra Tanner
Kevin McCarthy
Tourism Development Specialist - Southside Virginia
Production Coordinator/Copy Writer
stanner@virginia.org
Katherine Kivlighan 434.757.7438
Contact Strategist Supervisor
Randy Rose
Carey Mosser
Tourism Development Specialist - Southwest Virginia
Senior Contact Strategist
rrose@virginia.org
John Runberg 276.322.2044
Director of Digital Development
Hollis Sullivan
Sonji Morgan
Tourism Education & Development Assistant
Project Manager
hsullivan@virginia.org
Jessica Kraft 804.545.5546
PR Director
Angela Wiggins
Mary Douglas
Partnerships Coordinator
PR Account Executive
awiggins@virginia.org
Maria Sabale 804.545.5553
PR Account Executive
Wanda Walton
Tourism Education Manager
wwalton@virginia.org
804.545.5538

Virginia Film Office Staff: VTC Executive Staff:
Staff Alisa Bailey

President and CEO
Rita D. McClenny
804.545.5510
Vice President of Operations and Film
abailey@virginia.org
804.545.5530
Roy Knox
Becky Beckstoffer
Vice President of Administration and Revenue
Marketing Manager
804.545.5522
804.545.5533
rknox@virginia.org
Mary Nelson
Diane Béchamps
Communications Manager
Vice President of Marketing
804.545.5535
804.545.5542
dbechamps@virginia.org
Andy Edmunds
Location Manager
Chris Canfield
804.545.5534
Vice President of Tourism Education and Development
804.545.5562
Kathryn Stephens
ccanfield@virginia.org
Industry Relations Manager
804.545.5536
Rita D. McClenny
Vice President of Operations and Film
Mary Kathryn Severin
804.545.5530
Staff Assistant
rmcclenny@virginia.org
804.545.5530
Virginia Film Office

804.545.5530
800.854.6233
Recorded Information Line

Toll-free information line which is updated every 7-10
days. This recorded message gives statewide film and
television related news and announcements.
800.641.0810

VTC Board of Directors: Donna Mason
Waterside Motor Inn
Cal Simmons Post Office Box 347
Chairman Chincoteague Island, VA 23336
Five Star Alliance Tel: 757.336.3434
One Wales Alley, Suite 300 Fax: 757.336.1878
Alexandria, VA 22314 donna@watersidemotorinn.com
Tel: 703.549.4404
Bob McConnell
cal@calsimmons.com
1144 Sorrel Creek Lane
The Honorable L. Preston Bryant, Jr. Gate City, Virginia 24251
Secretary of Natural Resources Tel: 276.452.4520
1111 East Broad Street Fax: 276.452.4262
Richmond, Virginia 23219 roberte@mounet.com
Tel: 804.786.0044
Susan K. Payne
Fax: 804.371.8333
President, Payne, Ross & Associates
preston.bryant@
206 East Jefferson Street
governor.virginia.gov
Charlottesville, Virginia 22902
The Honorable Patrick Gottschalk Tel: 434.977.7607
Secretary of Commerce and Trade Fax: 434.977.7610
1111 East Broad Street, Suite 4014 susan@payneross.com
Richmond, Virginia 23219
Michael C. Quinn
P.O. Box 1475 (ZIP 23218)
President and Executive Director
Tel: 804.786.7831
The Montpelier Foundation
Fax: 804.371.0250
P.O. Box 911
patrick.gottschalk@
Orange VA 22960
governor.virginia.gov
Tel: 540.672.2728
Chris Hairston mquinn@montpelier.org
Assistant VP of Business Development
James B. Ricketts
Consolidated Bank and Trust
Director, Virginia Beach Convention and Visitors Bureau
P.O. Box 26823
2101 Parks Avenue, Suite 500
First & Marshall Streets
Virginia Beach, VA 23451
Richmond, VA 23219
Tel: 757.437.6469
Tel: 804.771.5212
Tel: 800.700.7702
chairston@consolidatedbank.com
Fax: 757.437.4747
William Shawn Hash jrickett@vbgov.com
1701 Glade Road
Phyllis Terrell
Blacksburg, VA 24060
Director of Strategic Alliances and
Tel: 540.731.5202
Business Development
tangentoutfitters@yahoo.com
The Colonial Williamsburg Foundation
Jon C. King P. O. Box 1776
President and CEO Williamsburg, VA 23187-1776
Exclusive Staffing Companies Tel: 757.220.7649
411 E. Franklin Street, Suite 501 Fax: 757.220.7207
Richmond, VA 23219 pterrell@cwf.org
Tel: 804.644.5400
Tareq Salahi
Fax: 804.643.5144
Chairman, Virginia Wine Travel
jon@exclusivestaffing.com
and Tourism and Oasis Winery
Joint Operations Center
14141 Hume Road
Hume, VA. 22639
Tel: 540.622.2505
Impact of Travel on Virginia, Preliminary 2007 and 2006
(For Tourism Week)
2006 2007p 2007/06

Expenditures Expenditures Percent
Expenditures ($ millions) ($ millions) Change
Public Transportation $2,523.6 $2,662.9 5.5 percent

Auto Transportation 3,688.1 3,977.4 7.8 percent
Lodging 3,594.2 3,799.9 5.7 percent
Foodservice 4,868.6 5,110.2 5.0 percent
Entertainment & Recreation 1,322.0 1,392.6 5.3 percent
General Retail Trade 1,667.5 1,748.4 4.9 percent
Total $17,664.1 $18,691.4 5.8 percent
Payroll 2006 2007p 2007/06

Payroll Payroll Percent
($ millions) ($ millions) Change
Public Transportation 1,020.3 968.0 -5.1 percent

Auto Transportation 216.2 223.8 3.5 percent
Lodging 822.9 864.7 5.1 percent
Foodservice 1,129.6 1,158.7 2.6 percent
Entertainment & Recreation 619.9 635.4 2.5 percent
General Retail Trade 314.9 323.3 2.7 percent
Travel Planning 138.9 142.4 2.5 percent
Total $4,262.7 $4,316.2 1.3 percent
Employment 2006 2007p 2007/06

Employment Employment Percent
(Thousands) (Thousands) Change
Public Transportation 23.0 23.2 1.0 percent

Auto Transportation 8.5 8.7 1.8 percent
Lodging 42.0 42.0 0.1 percent
Foodservice 78.5 79.6 1.4 percent
Entertainment & Recreation 38.0 38.6 1.5 percent
General Retail Trade 14.9 15.0 0.3 percent
Travel Planning 3.3 3.2 -2.4 percent
Total 208.2 210.3 1.0 percent
Tax Collection 2006 2007p 2007/06

Tax Revenue Tax Revenue Percent
($ millions) ($ millions) Change


VTCMKT Plan 09

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FY09 Marketing Plan

Strategic Marketing Plan 10

Marketing Leverage Program 41

Virginia Tourism Corporation FY09 MARKETING PLAN 1

Tourism generates approximately $18.7 billion annually

Virginia Tourism Corporation FY09 MARKETING PLAN 3

• Local taxes generated by tourism are enough to pay for:

4 Virginia Tourism Corporation FY09 MARKETING PLAN

The Virginia Tourism Corporation (VTC) is a highly productive, creative and

Virginia Tourism Corporation FY09 MARKETING PLAN 5

Attitudes toward travel:

6 Virginia Tourism Corporation FY09 MARKETING PLAN

The Virginia Tourism Brand:

Virginia Tourism Corporation FY09 MARKETING PLAN 7

8 Virginia Tourism Corporation FY09 MARKETING PLAN

FY09 Marketing Plan:

Virginia Tourism Corporation FY09 MARKETING PLAN 9

1. Increase tourism market share and annual visitor spending in Virginia;

FY09 Marketing Objectives:

FY09 Marketing Strategies:

10 Virginia Tourism Corporation FY09 MARKETING PLAN

Target Source Markets:

Virginia Tourism Corporation FY09 MARKETING PLAN 11

Emotional benefits of travel: What are women looking for in a vacation?

What Virginia delivers better than its

12 Virginia Tourism Corporation FY09 MARKETING PLAN

Virginia Tourism Corporation FY09 MARKETING PLAN 13

Live Passionately Brand Definition (What is Live Passionately?)

Live Passionately Support Phrases:

Virginia is for Lovers:

Virginia’s Unique Selling Points

14 Virginia Tourism Corporation FY09 MARKETING PLAN

Virginia Tourism Corporation FY09 MARKETING PLAN 15

16 Virginia Tourism Corporation FY09 MARKETING PLAN

Virginia Tourism Corporation FY09 MARKETING PLAN 17

Electronic Marketing Information Resources:

18 Virginia Tourism Corporation FY09 MARKETING PLAN

Public Relations Resources

Virginia Tourism Corporation FY09 MARKETING PLAN 19

20 Virginia Tourism Corporation FY09 MARKETING PLAN

Virginia Tourism Corporation FY09 MARKETING PLAN 21

22 Virginia Tourism Corporation FY09 MARKETING PLAN

Virginia Tourism Corporation FY09 MARKETING PLAN 23

Sales – Domestic Resources

24 Virginia Tourism Corporation FY09 MARKETING PLAN

Primary Markets: Secondary Markets:

Strategies and Tactics:

Virginia Tourism Corporation FY09 MARKETING PLAN 25

International Marketing Resources

Virginia Tourism Corporation FY09 MARKETING PLAN 27

Customer Services and Industry Relations Resources

28 Virginia Tourism Corporation FY09 MARKETING PLAN

Virginia Film Office On-line Resources

Virginia Tourism Corporation FY09 MARKETING PLAN 29

Grants – VTC and outside marketing funds

Education and Workforce Readiness:

Partnerships and Outreach:

30 Virginia Tourism Corporation FY09 MARKETING PLAN

To Our Virginia Tourism Industry Partners:

The goals of VTC for this media plan are:

Best Wishes for a Successful 18 months,

Virginia Tourism Corporation and BCF