Pocahontas County CVB The Rest Campaign

The Pocahontas County Convention & Visitors Bureau partnered with DR to break through tourism advertising noise with a data-informed multimedia campaign targeting nature-focused travelers in high-engagement markets. Combining compelling visual storytelling with precision targeting, the campaign repositioned the county as blending adventure with relaxation.

Project Details

2024 | Travel & Tourism | Strategy

The integrated campaign leveraged the “The Rest” theme across cinematic video ads, digital placements and print media. DR’s in-house multimedia team captured authentic footage, providing versatile assets that balanced adventure with tranquility. This visual consistency reinforced positioning across all channels while driving traffic to a strategically designed landing page featuring targeted content, lodging partners and local attractions tailored to nine high-engagement states.

Design
Digital
Production
Strategy
Web Development

The Goal

The campaign aimed to drive visitor interest in Pocahontas County through consistent messaging that positioned the destination as a four-season getaway, increasing overnight stays and encouraging participation in outdoor activities.

The Strategy

Geographic traffic analysis identified high-engagement markets targeting travelers in Virginia, Ohio, Pennsylvania and North Carolina. The campaign theme positioned the county as balancing adventure with tranquility. Multi-platform media distribution converted interest into overnight stays.

The Results

The “Ride and Rest” campaign drove significant engagement across all channels, generating substantial reach and partner participation. New user sessions reflected expanded audience reach, while guide requests and newsletter sign-ups demonstrated conversion of awareness into active visitor interest.