THE CHALLENGE
Make Virginia’s Invitation Resonate.
Virginia Tourism Corporation knew that the Commonwealth had places, experiences and attractions of real interest to Black travelers. The question was how to communicate that relevance in ways that reflected travelers’ needs, values and lived experiences, including their relationship with Virginia’s history.
VTC engaged Share More Stories to build a deeper understanding of those experiences, creating a foundation for more meaningful communication and helping tourism partners consider the experiences they offer.
THE SOLUTION
Begin With Travelers’ Own Stories.
Through facilitated SEEQ Sessions, Black travelers from inside and outside Virginia shared personal stories of travel. Their experiences carried joy, discovery and connection, alongside concerns about safety, welcome and how history is told.
Share More Stories combined emotional and thematic analysis with interpretation and collaborative learning. The work revealed distinct needs, motivations and barriers, helping VTC think through more relevant ways to engage travelers.
WHAT THE STORIES REVEALED
Welcome Is Experienced. Relevance Is Personal.
- Connection and belonging. Travelers’ stories illuminated what makes a destination feel welcoming and what helps people feel connected to the places they visit.
- Trust and confidence. Practical and emotional considerations shaped how travelers evaluated places and experiences.
- A fuller story of history. The research helped clarify how historical places could communicate with greater relevance, including whose experiences and perspectives are represented.
FROM INSIGHT TO ACTION
Informing Virginia Is for Lovers’ Heart & Soul Campaign.
VTC shared the learning with its team and tourism partners and used it to inform engagement strategies, creative briefs and marketing. The work also supported learning sessions that brought travelers’ perspectives into conversations with the tourism industry.
Those insights informed Virginia is for Lovers’ award-winning Heart & Soul campaign, developed with JMI. The campaign brought Black culture, local creators, businesses and experiences to the forefront of Virginia’s invitation.
Client Perspective
Diane Bechamps, Retired Vice President, Marketing“Black travelers feeling welcomed in Virginia was important to us. That’s why we partnered with Share More Stories (SMS) and JMI. Their insights, combined with their communication and marketing expertise, were essential to our effort in making Virginia a top destination for Black travelers.
By partnering with SMS and JMI we were able to better understand the Black travel experience in Virginia, educate our team and tourism partners on ways to connect more authentically with Black travelers across all facets of tourism, and create a campaign that genuinely spoke to Black culture and heritage in our state.”
Virginia Tourism Corporation