Greater Williamsburg

The Challenge

With the emergence of new amusement parks and indoor waterparks, Greater Williamsburg was losing its cache as a popular vacation destination for families. DCI’s “Back to Basics” public relations campaign propelled Greater Williamsburg back into the national limelight.

The Results

  • 60 + editorial features were secured, including placements in all key drive-market daily newspapers — Baltimore Sun, New York Daily News, Philadelphia Daily News, USA Today and Washington Post — reaching 115,223,171 prospective visitors.
  • A six-minute segment on ABC’s Good Morning America highlighted Busch Gardens Williamsburg’s new “Behind the Scenes” Roller Coaster Tour.
  • A national broadcast segment on NBC Morning News titled “Williamsburg, VA: America’s First Thanksgiving” reached more than 80 million viewers in all 50 states (75%+ of NBC’s 278 markets), one-week prior to Thanksgiving.
  • Within 12 months, this multifaceted publicity campaign was recognized by Hospitality Sales and Marketing Association International with an Adrian Award.