Visit Alexandria

CHALLENGE

Lying just across the Potomac River from Washington D.C., Alexandria, Virginia had long positioned itself as the historical bedrock of Northern Virginia. While the Old Town neighborhood features charming cobblestone streets and was the site of significant historical events, the destination failed to recognize that travelers were no longer motivated by history alone.

The truth of Alexandria is that of a vibrant, empowering and trendy community just four miles from our nation’s capitol. This vibe was universally felt as a unifying force in the city, one that energizes travelers while inspiring an extraordinary sense of place.

Extraordinary Alexandria was born.

INSIGHT

BCF was engaged in a rebranding exercise designed to identify the destination’s unique appeal, true nature & personality. The resulting brand platform had to be encompassing of all of Alexandria's offering beyond history and King Street in old town. The agency conducted qualitative & quantitative research with past, current and potential visitors along with key stakeholders & industry partners in order to discover the truth of the destination.

RESULT

  • ROI increased from 4:1 to 6:1 one year after Extrondinary Alexandria was launched.
  • Occupancy up 3.6% over 2013.
  • RevPar up 6.9% over 2013.
  • 12% increase in media coverage in Q1 2013.
  • Organic visitation to VisitAlexandriaVA.com up 48%. Google traffic alone increased 55%.
  • Website visitation increased 19% year over year, and page views increased 57.7%.