A famous home needs a little more attention.

Monticello approached Payne, Ross with an unusual challenge: to increase visitor numbers for one of the most famous homes in America. We combined new targeted media with crisp messaging to buck a national downward trend in historic destination travel. Monticello had come to the realization that the formula that had worked for them for a generation was in need of a re-evaluation. Payne, Ross positioned Monticello as an experience for everyone’s passion: gardens, outdoors, wine, architecture, and the overall experience.

We also assisted with an initiative through the Virginia Tourism office – The President’s Passport, which provided discounts, travel incentives and the plan for a really cool affordable weekend in Central Virginia to explore the homes of Thomas Jefferson and James Madison. In addition, tourist were encouraged to explore Charlottesville and Albemarle County’s uniquely historic and scenic region.

scope of work

  • brand identity
  • brochures
  • print & online advertising
  • public relations