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VA Capital Trail
Background
The Virginia Capital trail is a beautiful 52 mile long path that's perfect for every type of outdoor adventure. However, no one really knows about it.
Ask
Develop an affordable campaign that utilizes both social media and an activation to bring visitors to the trail.
PROBLEM
Burnout is the enemy of self-care, especially for our GenZ audience.
INSIGHT
The key to self-care is making it a non-negotiable boundary, rather than a reward.
SOLUTION
Introduce a trip to the VCT as a wake-up call to the burnt-out GenZ, positioning it as the perfect destination for a reset.
my role
audience research
expert IDI
key insight and strategy
deck creation and presentation
Team:
Ayanna Fernandez, Kobi McCray, Savannah Wilson, Nick Popeck
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