We used our storytelling workshops (SEEQ Sessions) to hear and collect stories of travel in Virginia from African Americans both inside and outside of the state. The story sharing was deep, joyful, sad and authentic. We learned a lot about both the motivations of and barriers to travel in the state. Using IBM Watson’s AI Natural Language Processing tools, and our own machine learning processes, combined with the diverse experience and perspectives of the Share More Stories team, we were able to identify critical traits for relevant communications to these travelers.
We also discovered three segments of African American travelers, based on needs, values and personality traits and helped VTC think through engagement strategies for each segment. We confirmed prior data showing that the sites and attractions in Virginia were relevant to this group and were able to help VTC understand how to best present what Virginia has to offer to African American travelers. Finally, we were able to map the critical characteristics of effective historical sites as well as how to communicate about the history of and in Virginia more generally.
Virginia Tourism Corporation was excited with what we learned together and quickly shared these findings with several partners across the state. They are currently re-working some of their creative briefs and looking to incorporate these findings into future marketing executions. VTC will also be sponsoring learning sessions for historical sites across the state to help other organizations more effectively present their rich history.
Insights. Ideas. Experience. Virginia Tourism Commission is well positioned to make one of the most iconic and recognizable travel brands in the world even better.
Virginia Tourism Corporation Full Insights Report