Williamsburg VA is more than its history

Even though Williamsburg is known the world over as the birthplace of American history, that rich history is not all that it offers.

As tourism makes a return to pre-pandemic levels, Visit Williamsburg, the destination marketing organization (DMO) for the region comprised of the City of Williamsburg, Jamestown, and Yorktown, is now capturing the attention of potential visitors – ones that seeks adventure, culinary revelations, and bespoke encounters that transcend historical battlefields and colonial attractions.

The challenge of public relations for the Williamsburg region is a unique one. It has incredible brand recognition, but that brand recognition is linked directly to its historical significance.

There is no question that consumers are aware of the rich educational and historical offerings of Greater Williamsburg, Virginia – including Colonial Williamsburg, Jamestown Settlement, Historic Jamestowne, Yorktown Battlefield, and more!

Williamsburg is a destination with the reputation of being solely for history nerds. It is also an area rich in diverse, accessible, and affordable adventures that can interest and engage visitors from all walks of life.

As a Travel PR agency, we’ve worked to help eliminate the misconception that Williamsburg is a one-dimensional, check-the-box destination where the only real focus is on history.

Since 2015, Percepture has been leading an aggressive storytelling campaign with integrated PR and media relations to amplify the DMO’s priority messages. With a deliberate shift toward its non-historical attractions, Percepture executes PR and media campaigns that showcases the contemporary profile of the destination, captivating discerning travelers in search of a modern-day escape.

We tell stories that provide endorsement, engagement, and a call-to-action that fuels visitation.

Some of our tactics and campaigns have included:

• A focus on the diverse attractions the destination has to offer-– ranging from rich museums, archeological attractions, and invigorating hiking and biking trails, to thrilling roller coasters, craft breweries and wineries, and an ever-evolving and expansive culinary scene.
• Inviting dozens of targeted journalists annually in the destination to provide niche reporting from sports activities to its unique holiday getaway offerings, showcasing its non-historical profile.
• Hosting a media event in New York City to expand the destination’s brand to top-tier travel and lifestyle journalists.
• A road show with Greater Williamsburg executives, with coordinated individual meetings with more than 100 influential media and influencers.

Since 2015, Percepture has significantly increased (and at times doubled) PR and media key performance indicators. Our Travel PR services have garnered:

• More than 1.9 Billion impressions
• 700+ stories secured (including more than 350 in print media)
• Top outlets include Travel Weekly, USA Today, Reader’s Digest, Travel + Leisure, Southern Living
• Won 30 tourism marketing awards, including being honored in multiple years and categories by Travel Weekly Magellan Awards, HSMAI (The Hospitality Sales and Marketing Association International), PRSA (The Public Relations Society of America).