The Challenge
Visit Fairfax wanted to position Fairfax County, Virginia as a compelling weekend getaway destination for travelers from Philadelphia, a market with countless drivable summer options.

The Insight
Although Fairfax and Philadelphia may seem different at first glance, both share the qualities travelers love: rich history, vibrant dining, world-class shopping, and memorable attractions.

The Idea
We developed the campaign “Fairfax is for Philly Lovers,” positioning Fairfax County as the perfect nearby escape that Philadelphians could quickly fall in love with.

The Execution
I developed the creative and art direction for the campaign, collaborating closely with our copywriter and studio team to create a cohesive visual story across multiple channels. The campaign included a Brand video, Out-of-home advertising, Print placements, and social media assets. Each element highlighted Fairfax’s unique experiences while reinforcing the emotional connection between the two destinations.

The Impact
The campaign repositioned Fairfax County as an accessible and culturally rich destination for Philadelphia travelers, expanding awareness of Northern Virginia tourism.

Campaign reach: 32 million consumers over the spring and summer.
256% increase in website traffic from Philadelphia to FXVA.com compared to the prior year.
330% increase in website traffic from the state of Pennsylvania to FXVA.com compared to the prior year.
42.5% increase in visitors from Philadelphia compared to last year.
$197 average spend per visitor from Philadelphia, and 55.9% of visitors stayed overnight.
160,359 visitors came between April and December 2023
$37M in consumer spending