The Ask: Create a social campaign to raise awareness of the Virginia Capital Trail (VCT) and engage new users, locals, and tourists with creative content and interactive experiences that inspire exploration of its historic, scenic, and recreational highlights.
BackGround: The Virginia Capital Trail is a 52-mile route connecting Richmond to Williamsburg, with scenic landscapes, historic sites, and urban areas.
The Problem: Beginner runners often struggle to find suitable places to run or be active.
Insight: Gen Z and Millennials crave fun, Instagram-worthy experiences. The Virginia Capital Trail’s scenic views, history, and focus on wellness make it ideal for a campaign that connects with this audience.
Solution: Make the Virginia Capital Trail the ideal spot for young users to connect, socialize, and stay active at their own pace.
Role: Strategy | Art Direction | Copywriting
Team: Alex Wood, Britt gary, Claire Fleming, William Wilson
