Almost Heaven
West Virginia Tourism Office
Brand + Print + Out of Home + Digital + Earned Media
The Situation
By the end of 2016 the state’s GDP needed tourism badly, but visitation and visitor spending had been in a tailspin for more than 5 years. Its mountain town way of life was routinely dismissed and misrepresented with negative stereotypes, perpetuated for generations by pop culture and mass media. At that time the newly appointed Governor and ambitious tourism department turned to BVK with a vision, a request, and the weight of the world. Help us make tourism the catalyst of growth and vitality for the state of West Virginia.
The Opportunty
The very things that were supposedly holding West Virginia back were the same things that could help propel it forward. We just needed to help West Virginia and the rest of the world see it.
Rugged Landscape: While the near-vertical mountains of West Virginia make development and infrastructure cost prohibitive, they also represent the largest outdoor recreation gold mine in the country.
- 1,500 miles of hiking trails
- 4,000 rock climbing routes
- 98,000 miles of rivers and streams
- America’s newest national park
- The greatest density of whitewater runs in America
Way of Life: With only a few mid-size cities, West Virginia is largely comprised of charming mountain towns filled with culture, friendly people and local business serving as hubs to all the outdoor adventures you could dream of. West Virginia feels familiar and welcoming—like coming home to a place you belong.
The Solution
As human beings, we spend most of our lives searching for the people and places we feel a deep connection to. Where fitting in is effortless, and being our authentic self is celebrated. And when we finally find ourselves in the place we’ve been longing for, it’s as close to heaven as we can get. So why not make West Virginia the antidote for people’s most important cravings? West Virginia would build its product and brand on becoming the east coast’s premier mountain town destination where your personal longings are not only realized, but deeply fulfilled. The campaign is called Almost Heaven and it’s anchored by John Denver’s hit song, “Country Roads.”
