Where tradition is always new.

CACVB (Charlottesville Albemarle Convention & Visitors Bureau) worked with Payne, Ross to communicate with travelers and encourage them to not only visit the area but to stay longer and spend more money while they were here. The core of the brand we found to be an authentic mix of history and innovation. This juxtaposition was communicated through a vibrant visual series highlighting all categories of tourist interest that could be attached to targeted website locations. The print component complemented this with candid photos with real residents enjoying an authentic experience. The campaign tagline, “Where tradition is always new,” summarizes the philosophy of the region and the creative executions.

scope of work

  • brand identity
  • campaign
  • print & online advertising
  • promotional materials
  • video
  • website