Visit Virginia’s Blue Ridge launched an eight-week out-of-home campaign to establish the region as an accessible vacation destination for residents of Washington, D.C., and Northern Virginia. Exterior bus advertising reached drivers and pedestrians, while 120 digital Metrorail liveboards engaged waiting passengers. Station takeovers at Dulles International Airport and Ashburn focused on travelers and affluent households. The campaign delivered more than 14.8 million bus impressions and 5 million mobile impressions. Visitation and spending from the Washington, D.C., market increased 11%, and website traffic from the same area rose 69% year over year. Social referral traffic from the market also increased 50%, supported by paid social creative aligned with the outdoor messaging across the ma

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