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Staunton tourism director outlines new "Made in Staunton" campaign and targeting to boost overnight stays
Summary
Staunton’s tourism director told City Council on May 22 that a new marketing push — rolled out as the “Made in Staunton” creative theme — aims to turn short visits into longer overnight stays by targeting select out‑of‑market audiences and focusing on family and cultural travel.
Staunton’s tourism director told City Council on May 22 that a new marketing push — rolled out as the “Made in Staunton” creative theme — aims to turn short visits into longer overnight stays by targeting select out‑of‑market audiences and focusing on family and cultural travel.
The campaign matters because longer visitor stays generate more lodging and restaurant revenue; staff told council that, for 2023, travel spending within the city totaled about $79 million and the department’s advertising delivered an estimated $109 return for each dollar spent in that year’s budget figures.
Samantha Johnson, tourism director, said the new creative emphasizes both…
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