VISIT Fairfax
Influencer Marketing
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Situation
In collaboration with Madden, Visit Fairfax set out to reach new audiences in New York City and Philadelphia through influencer partnerships that highlighted Fairfax’s unique identity. Together, we brought attention to the pillars that make Fairfax stand out—its vibrant outdoor recreation, diverse arts and culture, and an array of local attractions and seasonal events.
Approach
In partnership with Visit Fairfax, Madden handpicked seven creators with strong followings in New York City and Philadelphia — each bringing Fairfax’s unique blend of family fun, outdoor adventure, and accessibility to life. Through Instagram, TikTok, and Facebook, these influencers shared authentic moments that introduced Fairfax as a close-to-home destination filled with fresh, new experiences.
Our campaign cast a wide net, spotlighting Fairfax as a place where families, couples, and accessible travel all find a home. Family influencers like @the_traveling_sullivans, @welcomingsavannah, and @NYCmamaplus2 showcased the spirit of Fairfax as a year-round family retreat, capturing everything from vibrant town centers to cozy seasonal traditions. They tapped into that broader family adventure vibe — making Fairfax feel like a place where excitement and togetherness meet.
For couples and nature enthusiasts, influencers @ylliandgeorgia and @boboandchichi painted a picture of Fairfax as an idyllic escape. Their content, from quiet trails to peaceful gardens, presented Fairfax as the perfect spot to recharge, making it especially inviting for those craving a meaningful, nature-infused getaway.
Rounding out our campaign, accessibility champions like @curbfreecorylee highlighted Fairfax’s inclusive offerings, featuring welcoming spots like Great Falls Park and Mount Vernon. Their stories amplified Fairfax’s commitment to accessibility, positioning it as a destination where everyone can explore with ease.
Together, Madden and Visit Fairfax didn’t just promote a destination — we built an invitation to a community where every traveler can find their place and create their own adventure.
RESULTS
- 4.7M potential reach
- 2% average engagement rate
- Over 438,000 impressions
- Over 280,000 total video views
- 6x investment in total earned media value
Creating Inclusive Journeys through Authentic Storytelling
This campaign went beyond promotion, fostering genuine connections with niche groups, including travelers with disabilities. Rooted in inclusivity and dynamic storytelling, Madden showcased Fairfax as a destination through relatable, impactful experiences. Authentic narratives and imaginative visuals invite every audience to explore Fairfax in a thrilling, accessible way.
Bringing Fairfax’s Family-Friendly Charm to Life
Family influencers—@the_traveling_sullivans, @welcomingsavannah, and @NYCmamaplus2—highlighted Fairfax as a year-round family retreat. From the lively Reston Town Center to cozy marshmallow roasting at Bull Run Festival of Lights, they shared seasonal moments that radiate warmth and invite families to create lasting memories in Fairfax.
Inviting Couples to Discover Fairfax’s Quiet Escapes
Outdoor influencers @ylliandgeorgia and @boboandchichi showcased Fairfax as a serene couple’s getaway. Across Instagram, TikTok, and Facebook, they captured scenic hiking trails and tranquil spots like Meadowlark Botanical Garden, inviting couples to discover Fairfax’s peaceful charm.
Showcasing Fairfax’s Accessibility for All Travelers
Accessibility influencers @curbfreecorylee and @wonders_within_reach showcased Fairfax as a welcoming, disability-friendly destination, highlighting Great Falls Park, Meadowlark Botanical Garden, and Mount Vernon. Madden boosted @curbfreecorylee’s content with paid media and an in-depth blog, underscoring Fairfax’s commitment to inclusivity for all visitors.
