Williamsburg Tourism
- Super Genius
- Mar 1, 2022
- 2 min read
Case Study – Williamsburg Tourism
Williamsburg is known for its past. We were asked to help define its future.
The goal was to expand the destination’s reach and make it relevant to travelers who love culture, family experiences, and local discovery. Working alongside Connelly Partners, the destination’s lead agency, we led an integrated research and content planning engagement that combined quantitative and qualitative insights, audience segmentation, and strategic storytelling.
Our research uncovered clear themes. Many travelers saw Williamsburg as family-friendly but old-fashioned. For Black travelers in particular, the historical re-enactments felt disconnected or even unwelcoming. What was missing was a genuine invitation, something that said, “this place is for you.”
We developed a traveler framework built around three motivations: relaxation and reconnection, cultural discovery, and social energy. From there we created detailed audience personas, journey maps, and a strategic plan built on three principles: Invite. Intrigue. Inspire.
The content plan brought those principles to life through social storytelling, influencer partnerships, and a docuseries concept called Local Voices, celebrating the people shaping Williamsburg today. We also outlined short-form content, seasonal itineraries, and a digital platform that connected visitors directly to local culture, from food and music to family-owned landmarks.
The result was a roadmap that gave Williamsburg a fresh point of view. One that balances heritage with vitality and welcomes travelers to create their own stories in a place that is more than its history.
Produced by Bon Appétit for Visit Williamsburg | NYC-based food influencer and photographer Ben Hon of @stuffbeneats explores the dynamic culinary scene of Williamsburg, VA. From expertly roasted coffee and legendary Virginia BBQ to expertly crafted brews, velvety wines, and more, there's something here for everyone. It’s time to put this vibrant historic city on your culinary map.