Influencers Meet Virginia's Wine Country
Summary
Loudoun County—known as DC’s Wine Country—wanted more travelers to see beyond the city and experience its rolling vineyards, horse country, and historic towns. Visit Loudoun partnered with Madden to design an influencer campaign that paired authentic creators with authentic experiences. By spotlighting wine tastings, scenic drives, and small-town charm through trusted voices, the campaign delivered content that felt real, shareable, and true to Loudoun—turning followers into future visitors.
Client
Visit Loudoun
Scope
Influencers and Partnerships
Campaign Title
Influencer Collaborations
Results
$70K+
in earned media value
221
posts
662K+
impressions
331K+
video impressions
14M+
potential reach
DEVINE FOOD & WINE
We wanted to partner with a foodie-focused influencer in one of Loudoun’s top target markets, New York. Sara Shapiro, @sistersnacking, was a great choice with varied audience ages engaging with their content, a healthy female/male split, and over 25% of their audience living in New York City. Their content regularly performs above the benchmark and Sister Snacking has partnerships in the travel space with Thatch and foodie space with local restaurants.
THE PERFECT GIRLS’ GETAWAY
Hosting Caitlin Palumbo, @mydarlingpassport, posed an incredible opportunity to target the NYC market and one of their target audiences. Carly Ziff, @tastebetterhere, is a friend and fellow foodie-focused influencer and made the perfect +1 for a girls’ weekend. By hosting them both, we were able to maximize budget while enhancing social media coverage by spanning two profiles.
D.C. ROOTS RUN DEEP
We also engaged a California-based influencer who used to be local to the DC area. Originally from Washington DC, Alicia, @aliciatenise, had recently moved to Los Angeles, however, continues to have a strong following within the DC market. Her content focus is on foodie travel guides and attainable wine tips. Every Wednesday, she shares a “Wine Wednesday” piece of content to educate and inspire her followers. Alicia offered a unique opportunity as someone who not only loves wine but also focuses on the education of the wine process and flavors.
INCLUSIVITY & ACCESSIBILITY
In hopes of engaging more lifestyle-type audiences, we partnered with lifestyle content creators and couple Alex and Mike, @alexandmike, who have an engaged audience and connect through their content, blog, and podcast. Aligning with Alex and Mike allowed Loudoun to enhance messaging of luxury, romance, wine and relaxation. We also partnered with Lily, @deafjourney, a travel and lifestyle focused content creator focusing on accessible travel. Lily was a great partner to align with to share Loudoun’s story and had a content goal of increasing awareness of the outdoor activities and positioning Loudoun as a destination for approachable luxury covering the B&B accommodation and spa experiences.
