RICHMOND, Va. (October 28, 2020) As the pandemic stretches on, the National D-Day Memorial in Bedford, Virginia, provides a 50-acre outdoor setting for visitors to learn more about an important chapter in WWII, with ample room for social distancing while strolling its extensive grounds. And although commemorating events from more than 75 years ago, the Memorial is using trendy digital outlets like Instagram and Facebook to spread the word in a paid social media advertising campaign—a first.
“We’re all on our phones, especially during the pandemic,” said Angela Lynch, Associate Director of Marketing at the National D-Day Memorial, based in Bedford because the town suffered the highest-known per capita D-Day loss in the country. The Memorial honors all Allied forces that participated in the World War II invasion of Normandy on June 6, 1944. Outreach through digital channels “is a natural next step,” she added.
The campaign, launched in late September and created by Elevation in Richmond, includes ads stating, “A 50-acre cure for cabin fever,” “Drive to Bedford —be transported to Normandy,” and “A place where you can move freely— and be moved by freedom.” Another, depicting a student’s at-home desk, has the headline: “Take a break from virtual—for a real lesson in history.” Explaining that “the pandemic has created a unique situation,” Lynch says a National D-Day Memorial visit can be an attractive option for families seeking a scenic drive to a history-based location.
So far, the response to the ad campaign has been significant, with a 38 percent increase in website visits as compared to the same time last year, along with hundreds of positive comments posted online, and more than 1,000 “shares” by those who saved and then passed the information along, according to Lynch.
Visitors to the Memorial are encouraged to buy their tickets in advance online for $10 (adults), with discounts for veterans, active military, and students. Tickets can also be purchased on-site for $12 (adults), with similar discounts available. National D-Day Memorial staff and volunteers have been trained in COVID-19 safety procedures based on current guidelines from the CDC and other agencies. (To learn more, visit www.dday.org/reopening.)
In addition, the National D-Day Memorial also provides virtual programming, including its upcoming annual Veterans Day ceremony, which will be held only online this year and premieres on Wednesday, November 11, at 11 a.m. EST on the National D-Day Memorial Facebook page and at www.dday.org. The virtual event, created by the award-winning videographer Ryan Anderson, will feature tributes from prominent veterans, military leaders, and historians.
About Elevation
Founded in 2001, Elevation is an integrated advertising and marketing firm whose co-founder and executive creative director Frank Gilliam was named a “Person to Watch” by Graphic Design USA last year. The agency’s client roster includes Virginia529 (the “Tuition Monster”), Arconic, and Lewis Ginter Botanical Garden.
About the National D-Day Memorial
Located in Bedford, Virginia, the town suffering the highest-known per capita D-Day loss in the nation, the National D-Day Memorial honors the Allied forces that participated in the invasion of Normandy on June 6, 1944, during World War II. For more information about upcoming events, including its online Veterans Day presentation on November 11, 2020, visit www.dday.org.
