West Virginia Tourism Industry projects totaling over $2.5 million have been approved by the West Virginia Tourism Commission to receive nearly $1.1 million in matching funds through the Matching Advertising Partnership Program (MAPP).
MAPP allows state tourism businesses to match their advertising dollars through partnerships with other tourism businesses and the state. Matches are based on the combined budgets of the applicants and their partners, as well as the amount of available funding. The matching funds support efforts to promote destinations throughout West Virginia, increasing the number of visitors and travel expenditures to the state.
Approved requests representing tourism projects from across the state include:
Adventures on the Gorge
Applicant funding requirement: $187,500
State match: $125,000
The goals of AOTG’s Play Wild – Stay Wonderful campaign are to inspire previous guests to visit again, to attract new guests to explore the beauty of the New River Gorge, and to promote extended multi-sport vacation packages for friends and families. The project utilizes a combination of radio and digital advertising, primarily in West Virginia and Ohio, and also extends to D.C., Virginia, Pennsylvania and Detroit, Michigan.
Almost Heaven BBQ Bash
Applicant funding requirement: $2,498.13
State match: $7,494.38
The goals and objects of this campaign are to provide a state-qualifying event that includes West Virginia-based crafters and vendors, as well as additional family-oriented activities. The project utilizes print, broadcast and internet media to attract visitors and tourists to stay at least 2-3 days in order to enjoy the area.
ACE Adventure Resort
Applicant funding requirement: $74,505.52
State match: $49,670.34
The primary goal of ACE’s “Open the Fun” campaign is to increase visitation through customer acquisition, retention and continued growth. The project utilizes research and analytics to boost marketing effectiveness with a brand message focused on delivering fun by offering unique products with distinct messages to specific segments via modernized direct mail with a digital push
American Conservation Film Festival
Applicant funding requirement: $2,255.50
State match: $6,766.50
The goal of this project focuses on increased exposure and attendance for the festival and surrounding destination partners by targeting the Washington D.C. and Northern Virginia metropolitan areas, primarily through print, broadcast and direct mail.
Beckley-Raleigh County Chamber of Commerce
Applicant funding requirement: $4,433.50
State match: $4,433.50
The Appalachian Festival project brings multiple organizations together to collectively cross-promote an event to attract local and regional tourists for multiple day, multiple location visits to Raleigh County through use of print, broadcast and Internet media.
Braxton County Fairs and Festivals Celebration
Applicant funding requirement: $5,000
State match: $5,000
The purpose of this project is to attract visitors from Beckley and Clarksburg as well as Braxton and surrounding counties to learn about the activities and events available during the Braxton County Fair. The campaign, which includes print and broadcast media, is designed to highlight the affordable family-friendly activities offered by the fair.
Braxton County Local Visitor’s and Convention Bureau
Applicant funding requirement: $2,324.75
State match: $6,974.25
Goals for this project include raising awareness of Braxton County in a multi-state region; attracting new group travel, and attracting statewide organizations and weddings. The campaign utilizes print media with a digital component.
Charleston/Kanawha Convention and Visitors Bureau
Applicant funding requirement: $180,450
State match: $120,300
The “Get Found in Charleston” campaign focuses on promoting Charleston’s major events, particularly entertainment opportunities, in order to increase hotel occupancy by targeting Millennials who take frequent weekend trips. The project primarily utilizes digital media in West Virginia, Kentucky and Ohio, with growth markets in Virginia, Pennsylvania, Washington D.C. and Indiana.
Cheat River Outfitters
Applicant funding requirement: $2,303.00
State match: $6,906.40
The “CRO 2016 Internet Marketing” project aims as increasing revenue by increased online bookings. The project utilizes print and Internet media with seasonal targets that include Washington D.C., New York, New Jersey, Maryland, Pennsylvania and Ohio.
City of Ripley
Applicant funding requirement: $1,875
State match: $5,625
This project utilizes television and radio advertising as well as social media to target family decision-makers from across the state and beyond to attend “America’s Largest Small-Town Independence Day Celebration.”
Collis P. Huntington Railroad Historical Society
Applicant funding requirement: $66,510
State match: $44,340
The Collis P. Huntington Railroad Historical Society has partnered with 10 tourism industry business for the “New River Train Excursions” campaign. The project is designed to fill the train to capacity during each trip, and targets new and returning guests through traditional media, as well as a concentrated effort to reach 3,000+ bus tour operators through travel and trade shows in the eastern United States.
Contemporary American Theater Festival
Applicant funding requirement: $16,500
State match: $11,000
CATF’s 2016 project is designed to increase visitation to Shepherdstown from outside West Virginia, with continued efforts in the Washington/Baltimore metropolitan areas, as well as a concerted push into neighboring counties in Maryland, Virginia and Pennsylvania through print and broadcast media.
FestivALL Charleston West Virginia
Applicant funding requirement: $15,435
State match: $10,290
FestivALL’s 2016 marketing campaign is designed to establish the FestivALL Brand as an exciting tourist destination, to familiarize their targeted audience with dates and events, and to attract attendees to all events, ticketed and free through the use of print, broadcast and Internet media.
Grant County Convention and Visitors Bureau
Applicant funding requirement: $2,174.75
State match: $6,524.25
The “Discover Grant County, WV” project teams up with 12 area partners to bring as many travelers to the area as possible with the emphasis on overnight stays and offering so much that visitors will want to keep coming back for more. The campaign utilizes both print and social media with targets in Northern Virginia and D.C., as well as Maryland, Pennsylvania, Kentucky and Tennessee.
Greater Moundsville Convention & Visitors Bureau
Applicant funding requirement: $2,497.50
State match: $7,492.50
The “Mounds of Adventure” campaign is designed to draw attention to Marshall County’s authentic attractions and opportunities in order increase awareness, visitation and overnight stays. The project utilizes regional print media as well as a targeted digital campaign in Morgantown; Parkersburg; Pittsburgh; Zanesville, Ohio; and Marietta, Ohio.
Greenbrier County Convention & Visitors Bureau
Applicant funding requirement: $187,500
State match: $125,000
The “Experience the Greenbrier Valley” project is designed to increase visitation to Greenbrier County by driving hotel/motel occupancy, raising the perception and demand of tourism businesses resulting in their growth, and building on the Greenbrier Valley brand and reputation as a vacation destination. The campaign utilizes print and online media primarily in the target markets of Virginia, Ohio, Maryland, Pennsylvania and West Virginia.
The Greenbrier
Applicant funding requirement: $187,500
State match: $125,000
This project utilizes broadcast media to reach a national and international audience with the goal to increase revenue and maximize exposure of the resort, the county and the state, and show that this is the place to be for highly visible events.
Hardy County Convention & Visitors Bureau
Applicant funding requirement: $20,016.60
State match: $13,344.40
This project is designed to promote awareness, visibility and the uniqueness of Hardy County as a travel destination, while establishing and sustaining partnerships that strengthen the county’s tourism industry. The campaign primarily utilizes print, Internet and social media in the D.C. metro area, Virginia and West Virginia.
Heritage Farm Museum & Village
Applicant funding requirement: $2,500
State match: $7,500
HFMV’s regional campaign is designed to utilize print, digital and outdoor media to attract new and repeat visitors to experience the culture and history of Appalachia through nationally-recognized exhibits.
Jefferson County Chamber of Commerce
Applicant funding requirement: $33,772.50
State match: $22,515.00
The “Mountain Heritage Arts and Crafts Festival – 2016” project is designed to attract visitors to Jefferson County through extensive print, broadcast and Internet advertising in the Washington D.C., Baltimore and Virginia areas.
Jefferson County Convention & Visitors Bureau
Applicant funding requirement: $139,200
State match: $92,800
Jefferson County CVB’s project is focused encouraging D.C., Maryland, and Northern Virginia residents to get outside with their families and experience a complete vacation destination steeped in history, recreation, quaint downtowns and lodging opportunities. The campaign features print, inserts, digital and broadcast media.
Lakeview Golf Resort and Spa
Applicant funding requirement: $89,460
State match: $59,640
The main goals of “The Mountaineer Golf Experience” are to increase room nights, revenue, and visits to local attractions by driving new and repeat golf tourists to the resort and the Morgantown area through targeted marketing efforts in print, broadcast and Internet media as well as travel shows.
Lincoln County Fairs & Festival – West Virginia Hillbilly Days
Applicant funding requirement: $2,195.16
State match: $2,195.16
The goal of this project is to provide entertainment and bring economic gain to the region and the state with a festival that showcases quality craft exhibitors, and appeals to the whole family. The project utilizes area print and broadcast media.
Martinsburg-Berkeley County Convention and Visitors Bureau
Applicant funding requirement: $2,468.75
State match: $7,406.25
“ODDfest 2016” is a partnership between the Martinsburg-Berkeley County CVB and numerous businesses in the county to provide great fun for visitors by introducing them to as many different venues, attractions and hotels as possible. The project targets singles, couples and families in West Virginia, D.C., Maryland, Virginia and Pennsylvania, through print, Internet and social media.
Mountain State Art and Craft Fair
Applicant funding requirement: $22,416
State match: $14,944
The goals of this year’s campaign include increasing total attendance, attendance by first-time guests and reaching a younger audience. The project utilizes social media, as well as print and broadcast in regional markets.
Mountain State Brewing Company – Brew Skies Festival
Applicant funding requirement: $1,950
State match: $5,850
The “Brew Skies Festival 2016” project is designed to attract craft beer enthusiasts and followers and outdoor enthusiasts from West Virginia and surrounding states for a two-day West Virginia Craft Beer & Music Festival. The campaign utilizes regional print, broadcast, Internet and social media.
MountainFest
Applicant funding requirement: $27,631.80
State match: $18,241.20
The main objective of MountainFest’s project is to effectively reach motorcycle enthusiasts through print and broadcast media as well as travel shows in the Mid-Atlantic and Midwest markets. The project is designed to attract visitors to West Virginia and create immediate and long-term economic impact for Morgantown and the state.
National Coal Heritage Area Authority
Applicant funding requirement: $1,775.25
State match: $5,325.75
The “Discovering the National Coal Heritage Area” campaign is designed to promote heritage and cultural sites throughout the southern coal mining region. The project will utilize regional print media along with a rack card insert ad.
Randolph County Community Arts Council (RCCAC)
Applicant funding requirement: $2,500
State match: $7,500
RCCAC’s “Open Studio Tour 2016” is designed to enhance the region’s image and cultural significance by promoting a three-day tour of artists’ studios, shops, and exhibit spaces located in four counties (Randolph, Barbour, Tucker, and Upshur). The project utilizes regional print media and outdoor advertising along with website development.
River Expeditions
Applicant funding requirement: $96,469.17
State match: $64,312.78
The 2016 project is designed to capture audience interest and prompt a response for specific adventure vacation packages aimed at increasing length of stay and expenditures per guest. The campaign targets West Virginia and surrounding states primarily through print media, Internet and direct mail and includes eight travel partner businesses from four counties.
River Riders
Applicant funding requirement: $13,753.17
State match: $9,168.78
River Riders’ “2016 Brochure Project” is designed to educate potential visitors to the Eastern Panhandle of the multitude of opportunities available to incorporate into their trip to the area. The main goals of the project are to have visitors stay longer and spend more during their visit. The project targets active families, active college/20 year olds, as well as youth groups, scouts, and corporate groups in the DC and Baltimore Metro areas.
Roane County Economic Development Authority
Applicant funding requirement: $2,500
State match: $7,500
The “Country Roads Wine & Distillery Trail” project is designed to promote eight growers and producers of wine and spirits in Roane, Calhoun, Jackson, Wirt and Wood counties in order to establish the trail. This portion of the overall project focuses on printed materials to be distributed to visitors outside a 50-mile radius of participating partners.
Wheeling Convention and Visitors Bureau
Applicant funding requirement: $75,987.60
State match: $50,658.40
The “Experience Wheeling!” project is designed promote Wheeling and Ohio County as a multi-day tourism destination. The campaign targets leisure adults and families in order to increase overnight stays at all Ohio County hotels/motels through television and digital media primarily in the Pittsburgh market.
