West Virginia Office Of Tourism

The Insight

West Virginia is not at the top of the list for vacation getaways. Misguided ideas about the state haven’t caught up to their impressive realities. The challenge? Build on West Virginia's scenic beauty, charming mountain towns and variety of fantastic outdoor recreation to reverse the trend.

The Campaign Idea

The “Almost Heaven” brand platform articulates a uniquely alluring spirit and taps into a yearning for a place that makes us feel like we’re home. Almost Heaven is the state of mind one reaches through simple experiences—being outdoors, exploring arts and culture, feeling connected to each other and enjoying the good things in life. Everything we do should appeal to people’s yearning to feel these kinds of pure, powerful moments.

The campaign includes TV, print, digital banners, social, influencer programs, OOH, bus sides, contests and promotions.