Humpback Bridge in Alleghany County is featured in a new Virginia is for Lovers television commercial unveiled Monday by Gov. Bob McDonnell.
The commercial is slated to run in eight out-of-state media markets starting this month.
State officials came to Alleghany County last fall to shoot footage of Humpback Bridge, said Teresa Hammond, executive director of the Alleghany Highlands Chamber of Commerce and Tourism.
Still photographs of Humpback Bridge were also taken for a print and web advertising campaign that will coincide with the television commercial.
Humpback and other popular sites throughout Virginia are featured in the tourism commercial, which is geared toward family travelers.
“The Alleghany Highlands Chamber of Commerce and Tourism would like to thank Tom Kirlin and Rider Up! Outfitters in Clifton Forge for providing river waders and other equipment for the photo shoot and filming for the commercial.
Waders for the camera crew were very helpful when trying to get just the right angle and view,” Hammond said.
Print ads featuring Humpback Bridge began appearing this month in Blue Ridge Outdoors magazine, Hammond said.
The new TV commercial was made possible by McDonnell’s recent increased investment in tourism marketing as an economic development tool. It will return Virginia to television in key out-of-state markets for the first time in four years and will reach 15 million consumers.
“Tourism is an instant revenue generator for Virginia and is one of the smartest investments we can make as a commonwealth,” said McDonnell said. “Every corner of our state stands to benefit from increased tourism marketing which brings more visitors to Virginia. It’s time for Virginia to get back on TV and reach potential travelers as they start planning spring and summer vacations.”
Tourism generates $17.7 billion in revenue, supports more than 204,000 jobs and provides $1.24 billion in state and local taxes.
“Television advertising continues to be one of the most effective marketing tools for tourism destinations,” said Alisa Bailey, president and chief executive officer of the Virginia Tourism Corporation. “Every $1 that Virginia invests in tourism marketing generates $5 in return – providing significant tax revenue for key services across the commonwealth. This new investment in tourism marketing is a step in the right direction to help Virginia compete, showcase the beauty of the commonwealth and attract more visitors to our destinations.”
The new TV commercial is part of the Virginia is for Lovers campaign – promoting Virginia as the ideal place for loved ones to completely connect with each other on vacation.
State officials say Virginia appeals to families who seek vacation destinations with beaches, outdoor recreation, amusement parks, scenic drives, museums, wineries and state and national parks. Virginia is located within a day’s drive or less of 60 percent of the U.S. population.
The Virginia Tourism Corporation will leverage the television advertising in partnership with the Williamsburg Area Destination Marketing Committee, Virginia Beach and Luray Caverns to increase reach to approximately 15 million potential travelers in New York City, Baltimore, Philadelphia, Washington, D.C., Raleigh-Durham, N.C., Cincinnati, Columbus, Ohio, and Cleveland.
BCF, the Virginia Tourism Corporation’s advertising agency based in Virginia Beach, created the commercial using all Virginia-based talent and film and photography crews.
To see the new commercial go to www.Virginia.org/LOVE.
Other components of the Virginia is for Lovers marketing campaign include print and web site advertising featuring families and friends enjoying experiences found across Virginia, including the outdoors, historic sites, beaches, amusement parks, motorsports and wineries.
Virginia’s tourism marketing also includes a comprehensive travel planning site at www.virginia.org, viewed by more than 6 million visitors a year, as well as a significant social media presence on Facebook and Twitter.