Botetourt County

To start, it's pronounced Bot-uh-Tot. Memorable name, but not very well-known in the tourism sector. At least that was the case before we began our beautiful friendship with their tourism office. With charming downtowns, the James River, the Blue Ridge Mountains, and abundant history, there was so much potential to brand the county as the perfect, nearby weekend getaway. Lewis and Clark began their famous journey in Botetourt County, and from this fact the campaign was born. Comparing the old and the new, the headline "One Inch Equals Miles of Discovery" was created, playing off of the legend on a map. Different words substituted "Discovery" depending on what aspect of the county was being promoted. From a logo and ad campaign to an engaging website, the campaign was a great success and now one of the most applauded under the Virginia is for Lovers umbrella of tourism campaigns. Agency: Inprint. My role: Art Direction & Design.