The Roanoke Valley in Virginia’s Blue Ridge boasts the largest metropolitan center in the Blue Ridge Mountain chain. However, the brand is new and the value proposition has not been made for our target audience. While the convention and visitors bureau (CVB) had done an amazing job rallying regional partners to produce the largest marketing in the organizations history, the total dollars available for media still fell short of the campaign’s goals. Client research indicated that top visitor markets for the region included Richmond, Virginia Beach, Northern Virginia and the North Carolina cities of Greensboro, Raleigh, Charlotte and Winston-Salem. In addition, research identified a married, 35-year old working mother with one child as the primary target. National research Access did on tourism echoed this focus and broadened the scope to include the primary focus of adults 35–54 and a secondary audience of adults 25–54.