"Where America Happened" media buy detailed


Beginning the first week of May, the Journey Through Hallowed Ground (JTHG) Partnership will launch a six-week campaign inviting visitors to experience heritage sites and attractions within the Journey Through Hallowed Ground National Heritage Area, which includes the 180-mile Journey Through Hallowed Ground National Scenic Byway from Gettysburg, PA to Thomas Jefferson’s home Monticello in Albemarle County, VA.

The “Take the Journey to Where America Happened” campaign coincides with National Tourism Week and will build on the increasing regional, national and international attention directed at the sesquicentennial commemorations of the American Civil War, beginning with the first battle of Manassas commemorations, July 21-24, 2011, which is considered the first major battle of one of the most defining historic events American history.

The effort will be driven by web-based communications and television and radio spots.  The campaign is targeted at adults aged 35-54 in Philadelphia and western Pennsylvania; western and southern Maryland; Washington, DC; and from Northern Virginia to Charlottesville.

John K. Jones, JTHG Partnership Director of Communications, gave RBR-TVBR details on the entire radio and TV buy:

The Virginia Tourism Corporation provided a 2:1 matching grant of $25,000 to the Journey Through Hallowed Ground Partnership for the campaign, which in turn matched the grant and secured additional funding through its partners that include, Prince William County/Manassas Convention and Visitors Bureau, Visit Loudoun, Gettysburg Convention and Visitors Bureau, Tourism Council of Frederick County, Inc., and the Virginia Association of Broadcasters.