Storytelling Beyond a Major Attraction
How this Case Study may be relevant to you: This campaign illustrates TAP’s ability to participate in a collaborative brand strategy with Fuse Marketing and launch a new destination brand through concerted PR efforts.
The campaign earned over 26.8 million impressions with an average rating of 41/50 on the Barcelona Scale.
Situational Analysis
In August 2023, Arlington Convention & Visitors Service unveiled its captivating new tourism brand, "All in Arlington," marking a significant milestone in the county's journey towards redefining its identity for visitors beyond its one big attraction, the Arlington National Cemetery. By embracing this brand, Arlington positions itself as a place where every experience is embraced wholeheartedly, inviting individuals to immerse themselves fully in all that the area offers.
The Challenge
The introduction of the "All in Arlington" brand deserved a PR campaign that communicated the magnitude of this unveiling and the bold step it took towards shaping perceptions, creating memorable experiences, and establishing lasting connections with visitors from near and far.
Objectives
- Showcase the county's multifaceted offerings - what lies beyond Arlington National Cemetery.
- Promote meetings and groups business for Arlington's 38 hotels and venues, along with their amenities and the variety of destination offerings.
- Connect past, present, and future. The heart and soul of Arlington encompasses its ties to the nation's history, the progressive community, and the growth launching them into the future.
- Secure positive editorial and advertorial, paid or influencer coverage with at lease 40/50 Barcelona Rating for Arlington as a leisure destination.
- Coordinate and facilitate at least one deskside media mission in a key market.
- Secure positive coverage for Arlington as a meeting and groups desitination.
Strategic Insight
“Learn from the past, thrive in the present, step into the future in Arlington.”
This branding endeavor would not only celebrate Arlington's past and present but also pave the way for a future filled with endless possibilities and enriching encounters for all who choose to be "All in Arlington."
Photo Credit: Arlington Tourism
Strategic Approach
The comprehensive PR campaign surrounding the brand launch set the stage for a year-long narrative. By showcasing the county’s multifaceted offerings, from meetings and groups amenities to rich historical ties and forward-thinking growth initiatives, the campaign aimed to captivate audiences and establish enduring connections with travelers and influencers alike.
Tactics
- Attending TravMedia's International Media Marketplace in NYC
- Partnering with influencers
- Hosting engaging Virtual Media Events
- Media Kit Development: "All in Arlington" press kit materials that represent the endless happenings all in Arlington
These initiatives, coupled with personalized press boxes and careful storytelling, garnered positive feedback and laid the foundation for a series of themed visits tailored to different interests, solidifying Arlington as a dynamic and welcoming destination.
Results
Results
- Direct engagements with over 40 media professionals at TravMedia IMM and subsequent Virtual Media Events
- 9 hosted visits
- Over 26.8 million impressions and positive editorial coverage
Photo Credit: Arlington Tourism
Result Highlights
- Over 10 stories covering the brand launch, from publications like Patch, WTOP-FM,
- Features in stayarlington.com about destination branding and economic impact
- Influencer coverage by Hailey Harris (2 Reels, 1 Carousel Post, 24 Story Posts, 4,205 Total Reach, 8.2% Total Engagement Rate, 4,694 Total Impressions)
- Travel guide "What to Do in Arlington Virginia" posted to Babesthatwander.com (120K+ views, 57K+ reach, 3K+ engagement)
- Article “Amazing Arlington” by Renee Gordon was published in the June edition of Extended Weekend Getaways Magazine, which is circulated to over 100,000 monthly readers.
