Problem How can West Virginia Tourism improve the image of the state and encourage more frequent and longer tourist stays? Solution By developing a multi-faceted creative out of home campaign re- flecting an iconic song that portrayed the image the state wanted to promote. Background West Virginia Tourism wanted to continue their growth of previous campaigns which led to significant increases in web traffic, social traffic, and visitors. Objective The objective was to raise awareness of the many assets West Virginia offers. Long-term goals for the Tourism Office include better positioning West Virginia as a world-class travel and tour- ism destination, promoting a positive brand image to counter negative perceptions, maintaining a strong repeat visitor base while increasing ne

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