VTC Marketing Leverage Program

The Virginia Tourism Corporation (VTC), a political subdivision of the Commonwealth of Virginia, offers the Marketing Leverage Program (MLP) to stimulate economic activity and increase overnight travel across Virginia. This grant program is structured to form public-private partnerships that collectively enhance the visibility and appeal of Virginia as a tourism destination. All funded marketing activities must prominently feature the “Virginia is for Lovers” branding on promotional materials. This initiative is reimbursement-based, and applications must comply with a detailed set of eligibility and documentation standards. For the Spring 2025 round, VTC has allocated $850,000 in total funding, with an estimated 60 proposals to be awarded. The program offers two award tiers: applicants can request up to $20,000 with a 1:1 cash match, or more than $20,000 (up to a maximum of $50,000) with a 2:1 cash match. The funding must be used strictly for marketing-related expenses such as digital advertising, video production, and influencer engagement, among others. At least 75% of marketing expenses must target out-of-region visitors (50+ miles from the business location), and each campaign must conclude by October 31, 2026. Eligibility is limited to tourism-oriented businesses and organizations that operate brick-and-mortar locations in Virginia and possess appropriate local licensing. Sole proprietors may apply using their SSN, while other applicants must have a Federal Employer Identification Number (FEIN). Vendors of marketing services, cannabis-related entities, and personal health and wellness businesses not located within a tourism lodging facility are ineligible. Each application must include a lodging partner and a letter of support from a Destination Marketing Organization (DMO) or locality leader if a DMO is unavailable. The grant requires applicants to develop new or expanded marketing initiatives supported by research and data, with a focus on driving overnight and out-of-region visitation. Applications will be scored across four categories: Goals & Partnerships (25 points), Research/Data (25 points), Marketing Plans (50 points), and a Bonus Section (5 points). Applications must be submitted through the official VTC grants portal within the open application window from February 11, 2025, at 9:00 AM to March 13, 2025, at 5:00 PM. Grants are reimbursement-based and require submission of invoices, proofs of advertising placement, and payment documentation. A final report outlining campaign outcomes must be submitted before receiving the final reimbursement. All reimbursements must be requested by October 31, 2026. Only the primary applicant may request reimbursement, which will be disbursed directly to the applicant business or organization. For assistance, applicants may contact Staci Martin (smartin@virginia.org), Noah Salaah ad-Deen (nsaddeen@virginia.org), or Shruthi Manimaran (smanimaran@virginia.org). Additional guidance, including a sample application and instructions, is available at https://www.vatc.org/grants.

Include a letter from your local DMO, involve lodging partners, use VTC research, and ensure all marketing includes the Virginia is for Lovers branding.