“The campaign is driven by new market research reinforcing that Alexandria is a popular destination due to our walkability, proximity to D.C., history, dining and shopping options, and waterfront,” said Patricia Washington, president and CEO of Visit Alexandria. “The ads highlight these distinguishing assets that together attract people to our city again and again. The welcoming tagline, ‘let’s get together,’ conveys that Alexandria’s contrasts truly blend together, while reminding us why we travel in the first place—to connect with the people we love.”
In FY2017, Visit Alexandria will employ a blend of broadcast and digital marketing in outreach to five targeted metropolitan areas south of Alexandria—Richmond, Virginia; Norfolk/Virginia Beach, Virginia; Charlottesville, Virginia; Roanoke, Virginia; and Raleigh/Durham, North Carolina—as well as the D.C. metropolitan area. The marketing strategy incorporates new media channels such as Instagram and TripAdvisor to ensure Visit Alexandria’s presence throughout the consumer’s entire vacation planning process, from inspiration to planning to their actual visit. Advertisements range from online video to digital banners and from native advertising to influencer-driven contests.
Reflecting on FY2016, Visit Alexandria shared that it had a banner year, noting record tourism revenues, local tax receipts, hotel occupancy, media coverage and web traffic for Alexandria. According to just-released figures from Virginia Tourism Corporation, $771 million in visitor spending produced $25.5 million in tax revenues for Alexandria. Travel also supported 6,340 jobs in Alexandria and saved each household more than $350 in taxes.
At its annual meeting, Visit Alexandria also reported the following FY2016 results:
- 72.9% hotel occupancy (exceeding the national average of 65.5%)
- $110 revenue per available room (highest ever)
- 85,000 social media followers (+42%)
- 1.88 million website visits to VisitAlexandriaVA.com (+22%)
- 925 total press stories (+4%)
Visit Alexandria also shared results from an independent customer satisfaction study by Destination Analysts, one of the country’s leading tourism research firms, which found that visitors to Alexandria had an overall satisfaction rate of 99%, with four out of five giving it the highest possible rating. Compared with 12 other destinations, Alexandria had the highest customer satisfaction rate.
About Visit Alexandria
Visit Alexandria is the nonprofit tourism marketing organization for Alexandria, Virginia. Named a Top Romantic City, a Top Dog-Friendly City, and with a dramatic history featured on the PBS series MERCY STREET, Alexandria is a nationally renowned waterfront destination just five miles from Washington, D.C. Old Town Alexandria is the Shop Small headquarters of the region, with dozens of independently owned boutiques and restaurants tucked in to 18th– and 19th-century architecture still intact from the city’s days as George Washington’s hometown. New restaurants ignite historic and off-the-beaten-path neighborhoods as the waterfront district evolves with new energy. Alexandria hums with a cosmopolitan feel and a walkable lifestyle—a welcoming weekend escape next to our nation’s capital.
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