Spreading the word about the soul of Virginia  

The Virginia Tourism Corporation (VTC) wanted to increase the Commonwealth’s relevance to and attraction for Black travelers. To effectively communicate information about Virginia as a destination, VTC wanted to better understand the needs and values of this growing tourism segment.

African Americans from inside and outside of Virginia shared their stories of travel – deep and joyful, sad but authentic – through SEEQ Sessions that identified relevant aspects of experiences and communications for these visitors. Four segments of Black travelers were discovered, based on needs, values, and personality traits. This invaluable information helped VTC develop engagement strategies for each segment.

VTC then partnered with JMI to develop the award-winning Heart & Soul Campaign, helping to attract a sought-after audience to one of the most iconic and recognizable travel brands in the world – Virginia is for Lovers.