The Challenge
Located in Virginia’s Shenandoah Valley, Page Valley offers the outdoor recreation, scenic beauty and small-town character travelers increasingly seek. But as a relatively new destination brand, it needed to build greater awareness while translating that visibility into overnight stays, lodging revenue and long-term tourism growth.
Page Valley’s marketing efforts were also spread across numerous vendors and disciplines. The destination needed a more cohesive strategy—one that could unite its storytelling, media and performance measurement while generate stronger returns from its marketing investment.
The Approach
Advance Travel & Tourism became an extension of Page Valley’s team, bringing its marketing efforts together around one comprehensive destination strategy.
The campaign positioned Page Valley as a place for meaningful experiences and authentic connection. Creative emphasized outdoor recreation, family getaways, scenic escapes, local culture and opportunities to unplug from everyday life—all anchored by the destination’s identity as “Virginia’s Cabin Capital.”
Audience and media strategies were informed by tourism research, website behavior, social performance, partner feedback and changing traveler demand. Campaigns focused primarily on families, couples, outdoor enthusiasts and culinary and agritourism travelers across key drive markets, including Washington, D.C., Baltimore, Philadelphia and Virginia Beach.
An integrated media plan combined paid search, display, paid social, YouTube, connected television, streaming video and audio. Seasonal storytelling, local business features, event promotion and Page Valley’s extensive photography and video library helped maintain a consistent destination narrative across channels.
Display
Social
Spotify & Social Video
As the partnership evolved, ongoing collaboration allowed the team to refine creative, coordinate paid and organic efforts and respond to new opportunities without losing sight of Page Valley’s broader tourism goals.
The Results
Results from March 2024–June 2026 compared with performance prior to Advance Travel & Tourism’s partnership:
Website sessions increased
221%
Active users increased
+208%
New users increased more than
+206%
Returning users increased more than
+300%
Total users increased
+208%
Outbound visits to partner websites completed by travelers
50,953
The campaign did more than attract visitors to Page Valley’s website. It directed meaningful traffic to lodging properties, attractions, restaurants and other local tourism partners—helping connect destination marketing activity with the businesses and experiences driving the local visitor economy.
Growth in tourism and Transient Occupancy Tax revenue also helped Page County expand its investment in destination promotion, creating greater capacity for continued tourism development.
The strength of the results led Page Valley to substantially expand its marketing investment, reflecting growing confidence in both the strategy and the partnership behind it.
A Trusted Extension of the Page Valley Team
“Working with Advance Travel & Tourism has been an outstanding experience that early on exceeded our expectations and has continued to exceed them. Becca, Vanessa, Will, Lauren and their team are knowledgeable, creative and passionate about promoting our destination. They bring genuine enthusiasm and unmatched expertise to each campaign, consistently delivering high-quality work and impactful results.
“What stands out the most is their collaborative approach, kindness and attention to detail. They take the time to understand our goals, branding and messaging, and we proudly consider them part of our Page Valley team. In all of our campaigns, including Page Valley’s digital marketing efforts, we know that their expertise will help increase our visibility and strengthen our connection with visitors.”
—Rebecca Armstrong, Communications & Marketing Coordinator, Page County Office of Economic Development & Tourism
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