Almost Heaven
West Virginia Tourism Office
Brand + Print + Out of Home + Digital + Earned Media + Public Relations
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.”
Leveraging Public Relations
to Highlight Almost Heaven
The state of West Virginia had struggled to establish a reputation for its sprawling mountain ranges and adventurous activities. While West Virginia has offerings that rival the likes of popular tourist destinations like Colorado or Utah, the state remained a hidden gem. BVK developed a multifaceted earned media plan to tell (and show!) that West Virginia is a year-round travel destination replete with activities to entertain and inspire all types of travelers.
How It’s Relevant
- Media relations
- Press trip execution
- Thought leadership
- Brand partnership management
- Experiential activations
- Event and tradeshow facilitation
- Influencer marketing
End Goal
- Increase perception of West Virginia as a must visit vacation destination through third party editorial testimonial.
Our Relationship
Agency of Record 2019 – October 2024
What We Did
- BVK crafted an integrated media strategy, blending proactive media outreach, personalized press trips and strategic partnerships to showcase West Virginia’s diverse offerings.
- Media Relations: BVK pitched compelling stories to national and regional media, tapping into trends like outdoor adventure and Appalachian culture. On an ongoing basis, BVK supported and attended media and industry conferences with West Virginia to pitch journalists and promote the brand.
- Press Trips: BVK curated bespoke trips for top-tier travel media, aligning experiences with evolving travel preferences and highlighting West Virginia’s unique charm.
- Media + Partnership Integrations: BVK forged impactful partnerships with media outlets like Good Morning America and brands like AllTrails, amplifying West Virginia’s appeal and offering enticing experiences to travelers. Additional partnerships have included Breeze Airways, Cotopaxi, VRBO, among others.
- Influencer Marketing: Using cutting-edge AI influencer marketing technology coupled with institutional knowledge, the BVK earned media team worked diligently to identify, negotiate, contract and custom plan trips for creators.
