Bath County, VA - Marketing Plan by Destination by Design

B AT H CO U N T Y, VA MARKETING PLAN

VISIT BATH VIRGINIA - MARKETING PLAN 2023

WELCOME TO

Bath County, Virginia Welcome to Bath County, Virginia, a serene oasis of refuge and respite, nestled within the breathtaking landscapes of the Allegheny Mountains and enveloped by the historic healing waters of our natural springs. Bath County offers a tranquil haven for those seeking solace and rejuvenation. Bath County is not just a location, it’s an invitation for travelers to soak up our rich history, indulge in the luxury of our accommodations, and immerse themselves in the warmth of our community.

As we look forward to 2024, this marketing plan outlines our commitment to showcasing the beauty, heritage, outdoor opportunities, and unparalleled hospitality that define Bath County. Aligned with the President’s Strategic Framework, this plan focuses on economic impact, brand appeal, and collaborative efforts. Delving into Bath County’s distinctive identity, we focus on attracting ideal visitors through defined experiences. The Five-Year Marketing & Media Strategy outlines our long-term vision, principles, and objectives for sustainable growth. The 2024 Marketing & Media Plan details innovative campaigns, timing strategies, and core messaging. This plan is not just about traditional marketing strategies; it’s about partnerships, relationships, and telling the authentic story of Bath County. We explore collaboration with identified destination promotion partners, engagement with influencers and travel writers, and a robust public relations strategy that prioritizes proactive storytelling. We value the Bath County community’s integral role, actively involving local businesses and supporting events aligned with our goals. Our success will be measured through identified Key Performance Indicators, ensuring alignment with goals and contributing to Bath County’s economic vibrancy.

In this plan, we not only market a destination; we craft an unforgettable experience. 5

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Tourism Snapshot

Welcome to Bath County

Tourism Snapshot

Visitor Personas, Data and Travel Trends

Ideal Visitor

Five-Year Marketing Strategy

Social Media and Content

Promotion Partnerships

PR Strategy & Tactics

Five-Year Media Strategy

2024 Campaigns

Five-Year Strategy

2024 Plan

Contents 7

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Tourism Snapshot The lifeblood of economic vitality The foresight of the Virginia General Assembly in 2009, authorizing a 2% transient occupancy tax, is a pivotal element in ensuring the direct benefit of tourism revenues to Bath County. This strategic investment exemplifies a steadfast commitment to nurturing tourism-related initiatives and fortifying the essential infrastructure supporting the industry’s growth.

A dedicated 1% of the transient occupancy tax fuels robust marketing campaigns – including those outlined in this strategy – telling Bath County’s distinctive story and enticing visitors with its rich history, outdoor opportunities, and upscale amenities.

The remaining 1% strategically contributes to the development and enhancement of tourism facilities, historic sites, targeted and regional marketing endeavors, and beautification projects, further solidifying Bath County’s appeal.

At the state level, Virginia’s 108 million visitors spent $30.3 billion dollars in 2022. Visitor spending increased by more than $5 billion over the previous year. This direct visitor spending generated a total statewide economic impact of $46.1 billion including indirect and induced impacts. This total economic impact sustained 303,369 jobs and generated $2.9 billion in state and local tax revenues in 2022. (www.vatc.org/wp-content/uploads/2023/08/Virginia-Tourism-Economic-Impact-2022.pdf)

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Our Ideal Visitor Identifying Bath County’s Ideal Visitor is a foundational aspect of the Bath County Marketing Plan, and an identified priority from the Visit Bath President’s Strategic Framework. By carefully defining the characteristics, habits, and demographics of our target audience, we aim to craft a tailored and easily-accessible experience that resonates deeply with their preferences. Understanding our ideal visitor allows us to strategically design campaigns, messaging, and amenities that not only attract our target audience, but genuinely engage and fulfill their expectations. This deliberate approach ensures that every aspect of Visit Bath County’s appeal is curated to foster a strong connection, creating lasting impressions and transforming our visitors into passionate advocates for Bath County.

We’ve identified three personas...

01.

ALLEGHENY ADVENTURERS Meet Allegheny Adventurers, one of Bath County’s ideal visitors. Composed of middle-aged couples and their multi-generational families, these intrepid individuals seek a unique and off-the-beatenpath experience. Hailing primarily from surrounding drive markets, the Allegheny Adventurers are characterized by their uppermiddle-class to high-income status.

Demographics: RELATION AGE HOME

Couples, families 35-55 Ohio, North Carolina, Washington DC, Virginia, Maryland, Pennsylvania

With a passion for exploration and a desire to escape the ordinary, they are drawn to the tranquility, natural beauty, and outdoor recreation opportunities found in Bath County.

Interests: This persona values unique, immersive experiences, appreciates upscale amenities, and seeks a retreat that offers both relaxation and opportunities for outdoor adventures.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

02.

RAMBLING RETIREES

The Rambling Retirees are an important and long-established visitor persona for Bath County, embodying a traveler that combines ample time freedom and a desire for luxury, with a sense of adventure and exploration. Comprising higher-income retired couples or older families (or friendgroups of the same), these seasoned individuals have a clear idea of what they’re looking for in a destination and emphasize quiet retreats and unhurried getaways. With a passion for the outdoors, the Rambling Retirees find joy in leisurely exploring the beauty and charm of Bath County, whether through indulging in luxury travel “extras” or by strolling through local businesses. Their travel style values quality accommodations that can stand the test of time, steering clear of fleeting trends.

Demographics: RELATION

AGE HOME

Empty Nesters, Couples, Friend Groups 55+ Ohio, North Carolina, Washington DC, Virginia, Maryland, Pennsylvania

Interests: The Rambling Retirees embody a sense of relaxed adventure, fostering a deep appreciation for the authentic experiences that Bath County has to offer. This persona has been, and will likely remain, the definitive ideal visitor for Bath County.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

03.

WELLNESS WANDERERS The Wellness Wanderer is a visitor persona curated for individuals or groups with a deep commitment to holistic well-being. These discerning travelers prioritize relaxation, rejuvenation, active recreation and all activities that promote mental and physical health.

Demographics: RELATION AGE HOME

Any 35-55+ Five-hour drive radius

Interests: Whether experiencing therapeutic treatments, partaking in wellness-focused activities, or enjoying highquality cuisine, the Wellness Wanderers value destinations that prioritize their overall health and harmony.

Seeking respite from the demands of daily life, Wellness Wanderers are drawn to destinations that offer tranquil environments and a range of wellness experiences. In Bath County, VA they find a haven, where they can seek refuge in the historic healing waters and immersive nature experiences.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Visitor Data

According to a study by Enterprise Rent-A-Car,

57%

of people surveyed indicated that they would be willing to drive up to

300 miles

(approximately 5 hours) one-way for a weekend trip. (Enterprise Study)

Top regional five-hour drive radius locales*

1. Washington DC (Arlington) 2. Greensboro, NC 3. Richmond, VA 4. Roanoke, VA *Region includes NC, VA, WV, MD, DC

NW Washington DC Metro Area Starred Visitor Home Location

ARLINGTON COUNTY, VA | ALEXANDRIA CITY, VA | FALLS CHURCH CITY, VA

Median Household Income: $128,469 Median Age: 38 Individual Annual Travel Spending: $3,895 • •

Within the desired five hour drive market. Top concentration of people who both enjoy hiking on vacation and have visited a spa within the last six months.

Participation Index 100 is the National Average • • •

135 went hiking on a recent vacation 122 went road biking 153 went downhill skiing

ESRI Lifemode/ Tapestry Segments Upscale Adventures/ Enterprising Professionals • • • • • •

Prosperous married couples living in older suburban enclaves. Ambitious and hardworking. Primarily married couples, many with older children. Financially responsible. Serious shoppers who appreciate quality and bargains. Active in fitness pursuits such as bicycling, jogging, yoga, and hiking.

Affluent Estates/ Top Tier • • •

• • •

Affluent Estates/ Top Tier Established wealth-educated, welltraveled married couples. Married-couple families with children ranging from grade-school to college. Expect quality, invest in time-saving services. Participate actively in their communities. Active in sports and are enthusiastic travelers.

Uptown Individuals/ Metro Renters • • • • •

Young, successful singles in the city HIghest educated market, highest rate of labor force participation, averse to traditional commitments of marriage and home ownership. Green and generous to environmental, cultural, and political organizations. Internet dependent, from social connections to shopping, investing, making travel arrangements, and streaming content. Adventurous and open to new experiences and places.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Travel Trends & Research

In an ever-evolving travel landscape, it is crucial for Bath County to align their marketing strategies with the latest trends among contemporary travelers. Several key trends have emerged that present unique opportunities for Bath County to elevate its appeal and capitalize on the preferences of today’s travelers.

Wellness Tourism Wellness tourism continues to gain momentum as travelers prioritize holistic well-being. Bath County’s serene environment and historic healing springs, coupled with its existing infrastructure of wellequipped lodging, culinary, and recreation opportunities, positions it as an ideal destination for wellness seekers. Specifically, travelers are searching for destinations that will support their relaxation and sleep goals. By highlighting facilities throughout the county that promote rest and rejuvenation, as well as the peace and quiet generally found in rural locations, Bath County can promote itself as sanctuary for those looking to retreat. (Booking.com) Bath County’s marketing efforts should underscore area wellness offerings, as well as the inherent connectivity between well-being and immersion in nature, in order to tap into the trend of mindful travel experiences.

Embracing Nature & Outdoor Escapes Current travel trends highlight a growing preference for destinations that offer immersive outdoor experiences and lodging opportunities with outstanding outdoor amenities. Bath County and its hospitality partners are well-positioned to meet this demand. (Unpack-24) By emphasizing the county’s spectacular landscapes, uncrowded hiking trails, scenic rivers, and range of outdoor activities, Bath County can directly market to the increasing number of travelers seeking rejuvenation in nature.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Travel Trends & Research Local & Authentic Experiences Today’s travelers are searching for authentic, locally immersive destination experiences. Bath County’s commitment to showcasing its rich history, supporting & growing the local business community, and emphasizing recreation opportunities grounded in the surrounding natural environment aligns perfectly with this trend. By continually emphasizing the visitor experience as a genuine extension of Bath County’s identity, Visit Bath County will be able to foster a deeper connection with visitors – both actual and potential.

Sustainability & Eco-Friendly Practices Sustainability is no longer a niche concern, but a mainstream expectation for travelers – especially in a locale so closely tied to the natural environment as Bath County. By supporting both the preservation of Bath County’s extensive natural resources and the well-being of the local communities, Visit Bath County will be able to make far-reaching decisions that will impact the health and vitality of the area for generations to come. Marketing efforts should spotlight eco-friendly practices, conservation efforts, and local sourcing, emphasizing the importance of destination stewardship and encouraging visitors to make sustainable choices during their stay.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Five-Year Marketing & Media Strategy The Five-Year Marketing & Media Plan serves as a compass, guiding our ongoing efforts to elevate Bath County as a premiere destination. Based on a deep understanding of our ideal visitor, as well as current travel trends, this strategic roadmap will guide us over the next five years, outlining a comprehensive approach to promote and enrich the Bath County experience. Through careful planning, community collaboration, and innovation, this strategy aims to not only attract diverse demographics to Bath County, but to create lasting impressions that resonate with the expectations of our visitors and generate economic growth for our local businesses.

This strategy is designed to be dynamic, adaptive, and focused on creating an enduring destination legacy, fostering sustainable growth and positioning Bath County as a rejuvenating retreat for visitors.

Marketing Principles 01. AUTHENTICITY Uphold the authentic appeal of Bath County, emphasizing genuine experiences that resonate with visitors.

Strategic Objectives

02. DIVERSIFICATION

01. INCREASE VISITOR DIVERSITY

Support Bath County’s range of offerings that cater to diverse visitor personas, ensuring a customized and appealing experience for each demographic.

Attract a broader range of visitors, diversifying demographics and ensuring that Bath County appeals to a wide spectrum of interests and preferences.

03. SUSTAINABILITY

02. ENHANCE DIGITAL PRESENCE

Prioritize and actively promote sustainable tourism practices, emphasizing Bath County’s commitment to destination stewardship through conservation, eco-friendly initiatives, and economic support of local communities.

Implement a robust digital marketing strategy to enhance Bath County’s online presence, engaging potential visitors through various digital channels and platforms.

04. TECHNOLOGY INTEGRATION

Develop targeted campaigns to promote and capitalize on Bath County’s seasonal attractions, growing year-round visitation and enhancing the county’s appeal as a destination for all seasons.

Leverage technology to enhance and grow the visitor experience, ensuring a seamless and engaging journey from the initial point of contact to the end of the visitor’s stay.

05 COLLABORATION Foster strong collaborations with local businesses, communities, and stakeholders, recognizing that the success of Bath County’s tourism initiatives relies on the collective efforts of the entire community.

03. PROMOTE SEASONAL ATTRACTIONS

04. ELEVATE OUTDOOR EXPERIENCES Highlight and enhance Bath County’s outdoor offerings, aligning with the trend of travelers seeking nature-centric and outdoor experiences.

05. MEASURE AND OPTIMIZE Establish Key Performance Indicators (KPIs) and regularly measure the success of marketing initiatives, enabling data-driven decision-making and continuous optimization of the marketing and media strategy.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Five-Year Marketing Focus

YEAR

Setting the Foundation & Engaging the Community

Strengthening Engagement

Q1 - Q2

Brand Launch & Digital Transformation Kickoff

Seasonal Showcases Launch

Q3-Q4

Q3 - Q4

Community Collaboration Initiatives

Persona-Centric Campaigns

Year End

Data Collection, Analysis, Review

Sustainable Tourism Initiatives

YEAR

Refinement & Expansion

CommunityCentric Growth

Culmination & Expansion

Q1 - Q2

Persona-Centric Expansion

Enhanced Community Engagement

Persona-Centric Culmination

Q3-Q4

Digital Experience Enhancements

Seasonal Showcase Refinement

Comprehensive Marketing Review

Year End

Adapt & OptimizeReview

Sustainable Tourism Leadership

Legacy Building

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Media Strategy OBJECTIVES & ACTION ITEMS

Integrated Content Marketing Objective: Develop and disseminate compelling content across various media platforms to showcase the diverse attractions, experiences, and stories that Bath County offers.

F Establish a dedicated content creation team to produce high-quality visual and written content. F Launch a content calendar aligned with seasonal attractions, events, and local highlights. F Leverage a mix of blog posts, videos, virtual tours, and interactive maps to engage audiences across multiple platforms.

Strategic Media Partnerships

Objective: Forge partnerships with influential media outlets, travel publications, and digital platforms to amplify Bath County’s presence and reach diverse target demographics.

F Identify & engage with key media influencers, travel writers, and bloggers to feature Bath County. F Collaborate with regional and national publications for editorial coverage and sponsored content. F Explore partnerships with streaming services and travel-focused TV programming for broader visibility.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Media Strategy

3. Data-Driven Digital

Advertising

Immersive Social Media Engagement

Objective: Foster an engaged online community by creating shareable and interactive content that showcases the beauty and distinct appeal of Bath County.

Objective: Forge partnerships with influential media outlets, travel publications, and digital platforms to amplify Bath County’s presence and reach diverse target demographics.

F Utilize data analytics tools to identify audience segments and optimize ad targeting. F Launch strategic social media advertising campaigns across platforms like Facebook and Instagram. F Invest in Search Engine Marketing (SEM) to enhance Bath County’s visibility on online search platforms.

F Develop and implement a social media strategy that aligns with the target persona. F Encourage user-generated content through contests, challenges, and community engagement initiatives. F Leverage Instagram, YouTube, and other visually-oriented platforms to tell Bath County’s story in innovative ways.

5. Community Driven Advocacy

Objective: Empower the local community to become advocates for Bath County, actively participating in media campaigns and sharing their unique perspectives. F Establish a community ambassador program, encouraging active contribution to media content. F Host community events and storytelling sessions to capture authentic local narratives. F Feature local businesses, artisans, and personalities in media campaigns to enhance community pride.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Campaign Suggestions

2024 Marketing & Media Plan Brand Release Bath County: Soak it Up! Visit Bath’s flagship campaign for 2024 is a simple brand release for the new Soak it Up brand and visual identity. This campaign is focused on brand recognition, and so is repetitive and memorable. This campaign should be run intermittently throughout the year, in-between more time-sensitive campaigns.

Campaign 2024 Flagship Timeline

January - December, intermittently

Message

The voice/tone for this campaign is straightforward, informative, and welcoming. It is visitor-focused, but also overwhelmingly proud of the Bath County community.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Bath County is For The Birds Upbeat & funny, this campaign will showcase Bath County as a birding destination for quiet retreats and activities that educate about the Western Highlands ecosystem and threatened wildlife.

Campaign 2024 PR Support Timeline

April - June

Message

Designed to play off of digital TikTok trends of young adults suddenly realizing they care about birding. The voice/tone for this is full of wry humor, knowledgeable, and excited about the birding possibilities in Bath County.

Campaign 2024 Seasonal Timeline June - Mid-September Message Bath County has everything to offer for the perfect summer spent outdoors. The voice/tone for this is a bit nostalgic and reminiscent of summers past – watching fireflies and fireworks, playing outside until dark, and watching trout rise in a cool river. Summer in Bath County is unplugged and unparalleled – this is where kids and kids at heart will find the perfect summer adventures.

Feels like Summer! This campaign is designed to highlight the ultimate Bath County summertime bucket list! Where to go, what to do… and where to find the best ice cream cone, cool cocktail, and swimming hole.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Rejuvenation & Wellbeing

Thankful for Bath County

This campaign will highlight all of Bath County’s wellness & rejuvenation opportunities, set against the stunning landscapes of the Alleghenies. It should showcase all of the different ways Bath County can rejuvenate, heal, and nourish both body and soul – intentional movement, carefully prepared and sourced food & beverage, comfortable and accommodating lodging, and immersion in nature. Bath County is a place for deeper connection, with yourself, your spouse or partner, nature, etc.

The Thankful for Bath County campaign recognizes that the Bath County community is the heartbeat of Visit Bath and Bath County tourism. Short sound bites from residents, artists, business owners, and other local personalities will highlight this mutually beneficial relationship and may also serve as a Shop Local guide for Holiday buying and encourage seasonal visitors to take advantage of Bath County’s local business community for their holiday purchases.

Campaign 2024 Brand Pillar Focused Timeline January - March, October

Campaign Community Pride & Advocacy

Message Bath County is a place to rejuvenate body and soul, and connect with yourself and those you love. It’s a place to heal from a hurried and overstressed lifestyle, unplug, and immerse yourself in a historic, natural retreat. The voice/tone for this campaign is soothing, understanding, and accommodating.

Timeline November - End of Year Message The Bath County community both sustains and is sustained by the tourism economy. There are so many reasons why we are all Thankful for Bath County. The voice/tone for this campaign is grateful and optimistic about everything Bath County has to offer. There is also a direct “Buy Local” message for upcoming Holiday purchases.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Social Media Content Framework Building effective digital marketing content - whether for Visit Bath’s social media channels or other paid advertising opportunities - can be simplified by using this straightforward framework. By choosing one element from each, Visit Bath can proactively create content with a clear, strong message that speaks directly to your intended audience. This Content Framework should also help guide future content development decisions.

Choose One of Each:

Pillars • • • •

Our Hospitality Heritage A Haven for Outdoor Adventure Rejuvenation & Wellbeing Hot Springs & Warm Springs

Factual/Strategic Message • • • •

Restorative Natural Environment with Varied Geographic Features Accessible & Diverse Outdoor Recreation Opportunities Established Upscale Lodging & Culinary Options That Cater to Visitors Historic Warm Springs

Emotional Story/Hook • • • •

Today’s Hospitality Landscape Nature’s Rejuvenating Power Downtown as Nature’s Gateway Preserving Tradition

Audience • • • •

Allegheny Adventurers Rambling Retirees Wellness Wanderers DC Metro – Starred Visitor Home Location

Post Content Example: 01 Pillar: Rejuvenation & Wellbeing 02 Message: Restorative Natural Environment 03 Story: Nature’s Rejuvenating Power 04 Audience: DC Metro

Did you know that forests blanket 89% of Bath County, Virginia – making it the perfect spot to immerse yourself in nature and retreat from the demands of the hustle & bustle. Studies suggest that immersing yourself in nature – and the accompanying phytoncides, or essential oils, released by trees and plants – can bolster the immune system, lower blood pressure, and reduce levels of stress, anxiety, and depression.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Social Media Monthly * Content Calendar Themes Food & Drink • Culinary Experiences • Craft Beer & Wine • Restaurants & Markets Arts & Culture • Arts • Crafts • Festivals • Markets • Galleries & Shops Lodging • Resorts • Lodges • B&Bs/Inns • Vacation Rentals • Campgrounds

Outdoors • Trails • Geocaching • Fishing • Lakes • Parks • Biking (Mountain & Road) • Seasonal Activities • Birding • Golf • Experiences & Guides Wellness • Warm Springs Pools • Spas • Forest Bathing • Services & Practitioners

*Posts should rotate through these categories monthly, except events & announcements.

Events • Wings & Wheels • Bath County Art Show • Plein Air Festival Announcements • Notices • Contests & “Vote to Win” Contests • Giveaways, etc

Q1 Content JANUARY

FEBRUARY

MARCH

Heritage/Hospitality Health & Wellness Cold-Weather Outdoor

Romance Geocaching Adventures Cold-Weather Outdoor Recreation Deeper Connections Warm Springs Pools

Culinary ExperiEnces Sustainable Agriculture Forest Bathing

APRIL

MAY

JUNE

Outdoor Activities Farms Scenic Drives Fly Fishing

Hiking Adventures Lakes Family Vacations Birding Wildflower Views & Hikes

History Summer Outdoor Recreation Mountain Biking Camping

JULY

AUGUST

SEPTEMBER

4th of July & Presidential History Lake Getaways Refreshing Beverages Summer Bucket List Experiences

Road Biking Forest Bathing

Fly Fishing Birding Golf Views & Sunsets

OCTOBER

NOVEMBER

DECEMBER

Fall Foliage Haunted Bath County

Thankful for Bath County Fall Hiking “Shop Local” Highlights Hospitality Tips & Recipes (Shared from Local Businesses)

Holidays Winter Adventure “Shop Local” Highlights Hospitality Tips & Recipes (Shared from Local Businesses)

Q2 Content

Q3 Content

Q4 Content

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Content Recommendations

In today’s digital landscape, where storytelling transcends traditional boundaries, Bath County must embrace the power of compelling visual content to help market its remarkable assets and distinct appeal. By proactively creating a detailed approach to content development, Visit Bath can tailor an approach to both content creation and dissemination that is strategically designed to appeal to identified target audiences.

Soak it Up! Brand Video V I D E O R E C O M M E N DAT I O N Focus Bright, cheerful, fast-paced overview of the “Best-Of” Bath County to build community pride and release the new Soak it Up brand. Audience Bath County Residents & Business Community

Key Message: Bath County is full of amazing assets and ample outdoor recreation opportunities, all set against a stunning Allegheny Highlands scenery.

Bath County, A Historic Wellness Retreat Amidst Nature’s Embrace. V I D E O R E C O M M E N DAT I O N Pillar Rejuvenation & Wellbeing Focus Highlight all of Bath County’s wellness & rejuvenation opportunities, set against the stunning landscapes of the Alleghenies. • • • • •

Nature Outdoor Recreation Culinary Rest & Relaxation (Lodging & Hospitality) Healing Springs

Audience Overworked professionals suffering from burnout in surrounding metro areas, with a special focus on NW DC.

Key Message: In Bath County, every detail can be taken care of, all you need to do is show up and unplug.

As budget allows, continue to develop video content to support each remaining brand pillar.

Our Hospitality Heritage A Haven for Outdoor Adventure Hot Springs & Warm Springs

VISIT BATH VIRGINIA - MARKETING PLAN 2023

One day you’re young & carefree… and then you wake up, like…’is that a Tufted Titmouse?’ V I D E O R E C O M M E N DAT I O N

Key Message: Light and funny introduction to birding in Bath County. This video can also showcase the legendary hospitality options available.

Pillar A Haven For Outdoor Adventure (PR Campaign Support - Bath County is For the Birds) Audience Birders, specifically following the digital Gen Z/Millennial birding trend.

Thankful for Bath County V I D E O R E C O M M E N DAT I O N

Key Message: Spoken interviews with community members on why they are thankful for Bath County. This will appeal to visitors as they get a sense of the authentic and genuine sense of place that Bath County holds. This can also be a seasonal “shop local” showcase.

Pillar All Audience Bath County Community, Visitors (especially repeat visitors who can identify with the sentiments being expressed).

Photography Recommendation

Audio Tour Recommendation

Continue building seasonal showcases: Spring, Summer, & Winter. This content creation could be done at the same time as the Brand Pillar video creation.

Similar to the tours offered by the New York Botanical Gardens (NYBG), record a series of peaceful, meditative audio guides for different locations in Bath County.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Destination Promotion Partnerships In order to position Bath County as a premier travel destination, a multifaceted approach is a necessary key to our success. In this section of the Marketing Plan, we focus on critical partnerships that work together to amplify the distinctive appeal of Bath County. As we continue to nurture and grow the role of Visit Bath County and the impact of tourism in our community, we must partner with like-minded organizations that are committed to promoting Bath County’s legacy of hospitality and welcome. By pooling resources, leveraging our shared networks, and taking advantage of crosspromotion opportunities, we are able to grow a strong alliance that will establish Bath County as a premiere regional and national destination. We envision continued collaboration with state and regional tourism boards, neighboring counties, and businesses that share our commitment to sustainable and responsible tourism.

Action Items F Identify potential partners with aligned values and target demographics. F Develop mutually beneficial promotional packages and campaigns. F Organize joint events, showcasing the collective appeal of partner destinations.

The elements outlined here each contribute to a comprehensive marketing narrative that extends beyond traditional methods, and relies upon the knowledge that a community-minded and collaborative approach is critical to our success.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Destination Promotion Partnerships Travel Writer, Blogger, & Influencer Campaign Planning Action Items

In the digital age, storytelling allows us to form strong connections and establish a deep sense of place before we ever set foot in our desired location. Our strategy includes harnessing the influence of today’s digital storytellers – social media influencers, bloggers, and travel writers. Through carefully curated campaigns, we aim to captivate a global audience by inviting them into our virtual backyard – telling the distinctive stories of Bath County’s history, landscapes, and outdoor recreation opportunities.

F Identify key travel writers, bloggers, and influencers aligned with Visit Bath County’s ethos. F Develop tailored campaigns, offering immersive experiences that will support content creation and storytelling efforts. F Utilize social media takeovers, live streaming, and behindthe-scenes features to amplify engagement and grow virtual audiences.

By strategically selecting and engaging with influencers, we are able to target key demographics and invite them to explore Bath County in-person.

Potential DC/VA Social Media Influencers @emilygoesplaces @angelicatalan @iamlostandfound_ @wander.with.alex @alinazbv

Potential Travel Blogs* • • •

Happily Ever Exploring Kris Maria Wanders One Road at a Time

Potential Travel Features* • • • • • • • • • • •

Alexandria Living Magazine En Forme Magazine Thrillist (Virginia & DC) Garden & Gun WDBJ-TV (Roanoke-Blacksburg) The Local Palate Northern Virginia Magazine Good Grit Magazine Inside Hook Virginia Living Blue Ridge Country

The heartbeat of Bath County lies in the community the organizations that make up its legendary hospitality heritage and play a pivotal role in shaping Bath County as a destination.

Community Ambassador Strategy

By fostering partnerships with local businesses, artisans, and organizations, we can infuse authenticity into our marketing efforts and ensure that our stories are told by those who helped to write them. This strategy encompasses joint marketing initiatives, collaborative events – and most importantly – ongoing dialogue to ensure clear communication between Visit Bath County and the public-facing organizations that will leave a lasting impression on visitors to our region.

OBJECTIVE: CELEBRATE LOCAL ARTISANS & BUSINESSES

Action Items F Identify local artisans, craftspeople, and creative businesses that encapsulate the unique character of Bath County. F Develop joint marketing initiatives featuring local products, services, and talents in promotional materials and advertisements. F Host events that showcase the creativity and offerings of local entrepreneurs, fostering a sense of pride in the community.

Suggested Craft Markets/Events • • • •

Holiday Artisan Market Outdoor Magic (Tie Into So Fly Fest) Plein Air Pop Up (Tie Into Plein Air Festival) Handcrafted Wellness Market

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Destination Promotion Partnerships Community Ambassador Strategy

OBJECTIVE: ESTABLISH A COMMUNITY AMBASSADOR PROGRAM

OBJECTIVE: HOST COLLABORATIVE EVENTS

Action Items

F Invite representatives of visitor-facing businesses and organizations to become ambassadors and advocates for a sustainable approach to tourism in Bath County. F Provide training & resources so ambassadors can effectively communicate how to share the newly-developed brand and all marketing initiatives. F Encourage and incentivize ambassadors to participate in promotional activities, both digital and in-person.

F Organize events that bring together local businesses, residents, and visitors to celebrate Bath County’s appeal. F Collaborate with hosts of established and newly-formed events to support their efforts to promote Bath County. F Incorporate community-driven activities into promotional campaigns, emphasizing the dynamic local calendar.

OBJECTIVE: FOSTER ONGOING DIALOGUE

Action Items F Establish a platform for regular communication and feedback between Visit Bath County, local businesses, and community members. F Conduct meetings and/or feedback sessions to gather insights and address concerns. F Implement feedback mechanisms to ensure that community perspectives shape ongoing marketing initiatives.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Public Relations Strategy Visit Bath County’s Campaign Needs

•

Foster heightened awareness within Bath County’s primary drive market, aiming for an increase in localized visitors and tourism in-general.

•

Organize the community internally, establishing streamlined processes for communal conversation to proactively spotlight local events and developments.

•

Showcasing Bath County during peak travel times - from spring to fall - and adopting a forward-thinking approach by strategically pitching initiatives at least one season in advance.

•

Secondary Need: Seek national media attention, finding the niche needs that authentically align with Bath County, avoiding any attempts to reshape the region into something it’s not.

PR & Marketing Goals & Objectives 01.

Elevate Bath County’s profile as a premiere vacation destination locally and nationally, including awards. OBJECTIVE Secure prominent features for Visit Bath in national publications known for spotlighting off-the-beaten-path, small-town destinations, such as Garden & Gun Magazine, The Local Palate, and Southern Living. These publications specialize in showcasing the charm of Southern small-town exploration. AWARDS Good Housekeeping Reader’s Choice Awards Made in the South (Local Makers) Southern Living - Best Small Towns Good Food Awards (Local Makers) Hemispheres Travel Awards

VISIT BATH VIRGINIA - MARKETING PLAN 2023

PR & Marketing Goals & Objectives

02.

Cultivate enthusiasm for Bath County’s emergence as a “hot-spot” destination, by focusing on the new generation at the helm.

OBJECTIVE Shine a spotlight on Bath County’s range of accommodations, from upscale to rustic, with a focus on new and exciting announcements. Many of these establishments are transitioning to a new generation of leadership, and we aim to present them as the faces of Bath County. This approach will primarily engage the local and regional audience, with potential for national exposure. Regionally: Create unique experiences for regional writers within a fourhour drive radius.

03.

Establish Bath County as the ultimate retreat for adventure seekers and tranquil getaways.

OBJECTIVE Secure coverage emphasizing the diverse outdoor activities offered in Bath County, tailoring content to appeal to environmentalists, outdoor enthusiasts, birdwatchers, campers, hikers, and anglers. Highlight the region's state parks and national forests, with a focus on publications like Lonely Planet, Atlas Obscura, Outdoor Life, and Blue Ridge Outdoors Magazine. Create partnerships within this space, encompassing birding initiatives, concert series collaborations, print features with artists, and yoga retreats to enhance the destination’s appeal.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Key Public Relations Messages & Strategies 01. Bath County: Destination Retreats Direct the spotlight on the entire county, attracting the attention of media and journalists with the county’s anchor businesses. Organize media experiences throughout the county, without focusing on any individual property, with a specific emphasis on media entities within a four-hour drive radius. For drive markets that extend beyond a four-hour reach, position Bath County as an undiscovered gem within Virginia. The mountains are calling and Bath County is answering. Tap into current travel trends: • Dark Sky Travel • Wellness Travel • Sustainability • Burnout Recovery Travel

02. Soaking up Bath County's Past, Present, and Future

03. Outside Partnerships with Like-Minded Brands

Highlight the new generation revitalizing businesses in the county, honoring the past while looking toward the future. • Troddenvale • Three Hills Spa • Fort Lewis Lodge

Forge partnerships with with outdoor enthusiasts, offering excursions in fly fishing, birding, cycling (around Mountain Momma) • Merrell • Strava

LGBTQ Travel Destinations

Identify affluent niche hobbies, such as birding, to lean into and create experiences around. Develop shareable content, akin to The Wild Wander and The Audubon Society to add to Bath County's appeal.

To understand the beauty of Bath County is to understand the land it sits on. Deepening story knowledge about why this area is special and why new generations are working to revive it.

VISIT BATH VIRGINIA - MARKETING PLAN 2023

PR Tactics January & February

March & April

MEDIA RELATIONS • Northern Virginia Magazine: Pitch Spring travel feature focusing on the county. • Outdoors pitching around camping, fly fishing, and birding for Spring • Outdoor Life • Field & Stream • Men’s Journal • The Manual • Good Grit Magazine: Pitch Farm Stays in the South (Fort Lewis Lodge) • Inside Hook: Spring destinations on the East Coast • Additional Pitching Themes: Dark sky travel, farm stays, where to travel with burnout

MEDIA RELATIONS • The Local Palate: Pitch Road Trip issue • Virginia Living: Pitch Lake Moomaw for Waterlife Special section • Blue Ridge Country: Pitch Mountain Retreats • Additional pitching themes: dark sky travel, farm stays, where to travel with burnout

COMMUNITY RELATIONS & EVENTS • Continue work on birding campaign MEDIA INVITES • Begin conversations for spring, but hold off on media stays in winter due to the hibernation of businesses and hotels.

COMMUNITY RELATIONS & HOLIDAYS • Fort Lewis Lodge reopening • So Fly Fest (pending April or May) • Foodlore Fridays • Garth Newel Concert Series MEDIA INVITES • Invite blogger Kris Maria Wanders (regional/outdoors)

Event & Paid Tactics BIRDING CAMPAIGN About the Event Create a kick-off event, with the Audubon Society and other notable local tour guides to create bird exploration throughout the county. Work with The Wild Wander to create bird guides and Alina Zubanova on paid content to visit and promote the area.

TIMING Late Spring - May & June POTENTIAL PARTNERS The Wild Wander Audubon Society Visit Virginia Alina Zubanova (@alinazvb)

TARGET AUDIENCE Gen X & Millennials - leaning into the frequent meme/TikTok phenomenon of “one day in your 30’s you wake up interested in birding.”

Objective: To highlight Bath County as a birding destination for quiet retreats and activities that educate about Western Virginia’s ecosystem and threatened wildlife.

Suggested Paid Opportunities While Resplendent PR doesn’t manage Visit Bath’s paid advertising, we want to ensure that advertising efforts are cohesive and align with the audience we’re seeking within our communications strategy. Our print media opportunities and select digital will ensure we’re still reaching an older audience and not forgetting key visitors who already come to Bath County. But having a digital presence should focus on older Gen Z, Millennial, and younger Gen X audiences, and publications/initiatives that align with that, focusing on reach to target drive markets.

• • • • •

Gear Patrol Magazine (Instagram & Digital) Good Morning Washington Hulu Ad Manager Style Blueprint Garden & Gun Magazine (Digital)

VISIT BATH VIRGINIA - MARKETING PLAN 2023

Digital Media Kit Development Contents • • • • • • • • •

Short Description of Visit Bath Staff Biographies Visit Bath Contact Information Downloadable Logos & Brand Guide Downloadable Assets/ Image Collections Links to Visitors Guides, Maps, Etc Bath County Fact Sheet PDF Press Releases and “In The News” Mentions Story Ideas

As Visit Bath County works to improve and extend their digital presence, the introduction of a digital media kit will enable seamless connections with media partners, influencers, and storytellers. This kit should encapsulate the distinct appeal of Bath County, and provide a snapshot of the unique experiences and offerings that await visitors. At its core, this media kit should be the first step in establishing a personal connection with Bath County and the Visit Bath staff. While the options for inclusion in a media kit are endless, the Visit Bath presence should be concise, easy-tonavigate, and full of up-to-date and relevant information.

This Bath County, VA Tourism Marketing Plan draws from insights and information provided by Resplendent PR and Visit Bath County. Their collaborative input has been instrumental in shaping our strategies to promote Bath County's distinctive charm and appeal as a premier travel destination.

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