West Virginia

BRIEF

West Virginia’s iconic “Almost Heaven” slogan was widely recognised, but the brand had become reliant on generic scenic imagery that failed to differentiate the destination from other mountain states. The challenge was to modernise the brand narrative, shifting from where West Virginia is to how it makes you feel, while driving year-round visitation and bookings. This transformation also needed to be achieved using existing assets, as no new shoots were possible until late summer 2025.

Service

Campaigns

Awards

Gold Adrian Award for the Screen-Free Summer campaign

SOLUTION

We refreshed the brand’s visual language and introduced a hyper-seasonal strategy built around story-driven experiences rather than landscape imagery. Existing assets were audited to identify emotive storytelling opportunities, with the “Almost Heaven” line graphic expanded into a visual storytelling device across seasonal campaigns.

A standout activation was Screen-Free Summer, which reframed limited rural cell service as a luxury – an opportunity to unplug and reconnect with nature. The campaign tapped into the cultural trend of digital detox through OOH creative and an innovative “screen-free” TVC featuring only forest sounds and voiceover.

The strategy was supported by autumn leaf-peeping maps and a winter “Learn to Ski” campaign, including a travelling “15-minute ski trip” activation in neighbouring states where audiences could try skiing on a custom-built artificial slope. The platform also laid the groundwork for future emotionally driven TV campaigns.