Charlottesville Albemarle Convention & Visitors Bureau Launches New Wine Campaign and Digital Passport

CHARLOTTESVILLE, VA – The Charlottesville Albemarle Convention and Visitors Bureau (CACVB) has officially launched Historic Vines, New Roots, a new marketing campaign aimed at promoting tourism to Charlottesville & Albemarle County. The campaign will focus on the destination’s acclaimed wineries, but also tie in elements of history, culture, and highlight the welcoming nature of the area. Historic Vines, New Roots, is a reference to the region’s history with attempting to grow grapevines, but the relatively new roots of the grapevines that were better suited to the terroir, soil, and climate found in Central Virginia. Extending beyond wine, emerging stories of the destination will be told, inviting new visitors to discover the region for the first time, while reminding past visitors why they should return.

In addition to the new campaign, the CACVB has launched a digital passport in partnership with the Monticello Wine Trail. This digital passport allows visitors to check in at participating wineries on the Monticello Wine Trail to receive a complimentary wine glass after completing ten check ins. This gamified approach creates excitement around the passport and encourages repeat visitation to Charlottesville & Albemarle County. Nearly thirty wineries are already participating in this new initiative.

“We are incredibly excited to work alongside the CACVB in launching the digital passport program,” said Stephen Barnard, President of the Monticello Wine Trail. Their marketing expertise will further expose the Monticello Wine Trail to prospective new customers, and hopefully long-time supporters of our wines. We are incredibly grateful to have such a wonderful resource at our disposal and look forward to a longstanding and mutually beneficial relationship.”

“The lure of our wineries is indisputable, even amid a global pandemic. Leveraging a strong product and partnership, we are excited to welcome visitors to stay a night or two to discover our destination through taste, scenery and culture, all of which our wineries have in spades,” said Courtney Cacatian, Executive Director, CACVB. “Once visitors are here, we know they will continue exploring the myriad of opportunities Albemarle County and Charlottesville have to offer.”

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About the Charlottesville Albemarle Convention & Visitors Bureau

The Charlottesville Albemarle Convention & Visitors Bureau (CACVB) welcomes thousands of visitors to the region each year from all over the world who are seeking a variety of unique experiences in history, food, wine, spirits and adventure. The CACVB serves as the global resource for marketing the tourism assets of the City of Charlottesville and County of Albemarle, and assists tour operators, meeting planners, and other groups in planning visits to the destination. The CACVB’s mission is to enhance the economic prosperity of the people of the City and County by promoting, selling and marketing the area as a destination, in pursuit of the meetings and tourism markets.