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Convention & Visitors Bureau previews updated 'Happiness is' campaign, details TAP fund rules and spend
Summary
The Virginia Beach Convention & Visitors Bureau on March 4 presented an updated 'Happiness is' advertising campaign and reviewed the TAP fund rules that limit TAP spending to markets outside Hampton Roads.
The Virginia Beach Convention & Visitors Bureau on March 4 presented an updated, multichannel version of its “Happiness is” advertising campaign and reviewed how the tourism advertising program (TAP) fund is governed and spent.
Nancy Hellman, CVB marketing lead, and Advertising Advisory Committee chairs Delcino Miles and John Zirkle described the campaign as an evolution—“Happiness is” builds on prior creative to showcase beaches, arts, food, shopping and sports tourism. Hellman said the CVB uses a mix of paid media, social and owned content and targeted flights to reach drivable regional markets and travel-ready consumers nationwide. The CVB said it places ads on platforms ranging from streaming networks to billboards and will run spots of varying lengths to support visitation.
The presentation gave specific financial and performance figures: the CVB reported spending about $5.3 million on domestic leisure media (about 73% of its media budget) and said the destination last year welcomed roughly 14 million visitors who generated an estimated $3.4 billion in direct spending. The CVB also said a new visitVirginiaBeach.com website is scheduled to launch in August 2025 with an emphasis on ADA compliance.
Delcino Miles described the Advertising Advisory Committee’s recent membership refresh and public role. He said the committee meets monthly at the CVB office and will hold a March 20 workshop to set specific campaign goals and success metrics. Hellman invited the public to attend AAC meetings and to engage with the CVB’s social channels.
Council members asked whether TAP funds could be spent in-market (nearby areas) rather than only outside Hampton Roads. Hellman said: “The TAP fund ordinance dictates that our spend is out of market outside of the Hampton Roads area with the goal of bringing guests in from outside of Hampton Roads into Virginia Beach.” She said changing that rule would require council action. A council member asked where TAP revenues come from; Hellman said the TAP is funded primarily through a flat per-room-night charge on hotel stays and also referenced a 1% hotel tax and a half-percent meals tax contribution.
The CVB also noted that media strategy emphasizes drivable markets such as Washington, D.C., and uses behavioral targeting so that travel-ready consumers anywhere can be served creative relevant to Virginia Beach. The presentation concluded with a 30-second ad spot and acknowledgements to the advertising agency of record (Miles Partnership) and PR agency (Finn Partners).
Ending: Council thanked the CVB and the AAC for the update and discussed whether to explore in-market advertising—any change to TAP spending policy would require council action.
