Rocky Mount, VA - Franklin County Tourism received a $9,300 grant from the Virginia Tourism Corporation (VTC)’s Microbusiness Marketing Leverage Program (MMLP) for its “Fish Franklin County” initiative.
Franklin County Tourism leveraged existing marketing efforts to supply matching funds for the project that will continue to highlight and raise awareness of the exceptional, year-round angling opportunities in Franklin County. The initiative will feature two marketing videos surrounding off season angling opportunities, the design of a “Fish Franklin County” rack card, and a half page placement in the Blue Ridge Outdoors “Fishing Guide”.
Virginia Tourism Corporation awarded more than $757,000 to 131 marketing programs, ultimately impacting 655 combined partners, and supporting more than 1,300 jobs across the state to help increase off-season visitation to tourism businesses and destinations.
“Visit Franklin County is excited to continue the efforts of promoting Franklin County as a world-class, year-round angling destination. The Fish Franklin County Initiative will highlight unique angling opportunities, promote continued outdoor conservation efforts, and raise awareness that Franklin County is open to visitors who are ready to catch their fish of a lifetime. Leveraging the existing “Fish Virginia” platform, Visit Franklin County is also prepared to solidify Franklin County as Virginia’s Top Freshwater Angling Destination” said Franklin County Tourism Director Kevin Tosh.
“The Microbusiness Marketing Leverage Program is part of VTC’s strategy to grow year-round visitation in Virginia and is designed to support small tourism businesses with marketing dollars to drive out-of-state visitation during off-peak travel seasons. We are excited about this program because we see it as a gateway for small businesses to engage with VTC’s marketing and development ecosystem to grow their business and build on the Virginia is for Lovers branding,” said Rita McClenny, President and CEO of Virginia Tourism Corporation.
The VTC Microbusiness Marketing Leverage Program is designed to increase visitor spending in the off-season by leveraging limited marketing dollars, stimulating new tourism marketing through partnerships, and extending the “Virginia is for Lovers” brand. This is a program focused on supporting tourism businesses with less than 20 full-time employees through marketing partnerships. A minimum of five Virginia entities must partner to apply for the microbusiness marketing grant. Partners may consist of Virginia cities, towns, counties, convention and visitors’ bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural events, and other tourism-related businesses.
Visit Franklin County is the official DMO (Destination Marketing Organization) for Franklin County. Since 2022, the DMO has operated under the newly formed Department of Tourism and Marketing. The purpose of the department is to increase awareness of Franklin County as a destination for visitors and attractive location to live, work, and play.
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at virginia.org.