ALEXANDRIA, Va.—Visit Alexandria has expanded its new “Unlock Your Story” destination marketing campaign to include a meetings-focused strategy to attract planners and conference attendees to the northern Virginia city.
The recently launched campaign, initially aimed at leisure travelers, now positions Alexandria as a destination for small- to mid-size meetings and events, highlighting its historic character alongside modern amenities, unique venues, and proximity to Washington, D.C.
According to Visit Alexandria, the expanded effort will target meeting planners through paid, earned, and owned media, as well as through testimonials and direct outreach from the organization’s sales team.
The initiative builds on the city’s former “Best Kept Shh!” campaign, which ran for three years and helped elevate Alexandria’s national profile. During that time, the destination surpassed $1 billion in annual visitor spending for the first time.
With that momentum, officials say the new campaign reflects a shift in strategy.
“The secret is out,” says Todd O’Leary, president & CEO of Visit Alexandria. “Now is the time to place Alexandria squarely in the spotlight and invite visitors to discover more of our destination and create their own stories here. With ‘Unlock Your Story,’ we’re inviting travelers and meeting planners alike to connect with the people, places, and experiences that make Alexandria distinctive and to leave with memories and personal connections that become part of their own story.”
Visit Alexandria developed the campaign in partnership with its agency of record, 62ABOVE, following months of research that identified key challenges, including limited perceptions about the destination’s offerings and misconceptions about its ability to host meetings. The campaign emphasizes storytelling as a central theme, showcasing Alexandria’s neighborhoods, small businesses, and cultural experiences to encourage longer stays and deeper engagement. Messaging pillars include “Historic, Not Static,” “Made Up of the Little Things,” and “A City of Independents.”
To reach planners, Visit Alexandria will use targeted email campaigns, lead-generation efforts, and paid search, focusing on key markets, including Arizona, Florida, Illinois, Maryland, New York, North Carolina, Pennsylvania, Virginia, and Washington, D.C. The campaign also invites planners to share their experiences on social media using the hashtag #UnlockYourStoryALX.
The initial campaign phase will run through June 2026, aligning with such major events as cherry blossom season, the United States’ 250th birthday, and FIFA World Cup 2026, for which Alexandria will serve as the team base camp for Croatia’s national soccer team.
