Virginia is for Lovers
Virginia Tourism Corporation (VTC) supports the entire Commonwealth’s travel industry, expanding domestic and international interest by highlighting the many culturally rich and recreationally diverse options in store for visitors. VTC and JMI worked together to further elevate Virginia as a desirable destination for Black travelers. Our Insights Process revealed their preferences and led to the development of the Heart and Soul of Black Virginia. The award-winning campaign – highlighted in industry media – features local creators sharing their favorites on social media, along with travel itineraries showcasing local businesses, attractions, and restaurants. Additionally, working with the Virginia Department of Historical Resources, we brought under-told stories along the Virginia Black Heritage Trail to light – and life.
Diane Bechamps – Vice President, Marketing
Virginia Tourism Corporation
“Black travelers feeling welcomed in Virginia is important to us. That’s why we’ve partnered with JMI+Share More Stories (SMS). Their insights, combined with their communication and marketing expertise, are essential to our effort in making Virginia a top destination for Black travelers. By partnering with JMI+SMS we were able to better understand the Black travel experience in Virginia, educate our team and tourism partners on ways to connect more authentically with Black travelers across all facets of tourism, and create a campaign that genuinely speaks to Black culture and heritage in our state.”