West Virginia Paranormal Trail

Since 2015, Digital Relativity has partnered with the West Virginia Department of Tourism, delivering strategy, web development, graphic design, copywriting, photography and video production. In 2024, DR proposed and launched an innovative statewide Paranormal Trail to boost visitation to local attractions and tap into the growing interest in paranormal tourism.

Project Details

2024 | Travel & Tourism | Design

The Paranormal Trail followed the blueprint of WVDT’s Waterfall and Culinary Trails, partnering with Bandwango for digital check-ins and progress tracking. Custom swag rewarded visitors at designated milestones, while photography and video captured at five key sites generated social media content and a trailer. A custom landing page — complete with glitches and ghostly elements — tied everything together, providing details while maintaining the paranormal mood.

Accessibility
AI
Analytics
Design
Paid Media
Photography
Production
Social
Strategy
Web Development

The Goal

West Virginia’s paranormal heritage remained untapped by tourism efforts focused primarily on natural beauty. The Paranormal Trail was created to boost statewide visitation during a slower tourism season by offering a cohesive experience that attracts adventurous visitors to the state’s darker side.

The Strategy

The Paranormal Trail launched on October 1, capitalizing on the $12.2 billion Halloween market. Locations across nine West Virginia regions were selected through clear criteria, refined by tourism partners and nominations. A comprehensive launch package maximized visibility and excitement.

The Results

The Paranormal Trail achieved impressive results, showcasing widespread appeal and effectiveness. It generated significant social media engagement and participation from across the United States and internationally. The dedicated landing page saw remarkable activity, demonstrating the Trail’s success in capturing interest and fostering community engagement.