Virginia’s Blue Ridge has a dichotomy of diverse metro and mountain experiences, with activities for every taste and temperament. It’s a unique collective of bikes and brains, arts and culture and cuisine. It’s a place where residents and visitors push boundaries and don’t follow trends. Instead, they create them.
We rebranded VBR as America’s East Coast Mountain Biking Capital and developed an overarching strategy to promote and encourage visitors to “Be a Trailsetter.” This not only allowed us to put a stake in the ground for their IMBA Silver-Level Designation while defining and leveraging the Metro Mountain Adventure Lifestyle, but it also served as an umbrella brand for the meetings and sports initiatives.