Towns of Abingdon and Damascus

by

Towns of Abingdon and Damascus

public relations

Market: Municipal

After Hurricane Helene, the Towns of Abingdon and Damascus in southwest Virginia faced more than damaged roads and buildings  – they faced a tourism crisis that threatened the heart of their communities. Known for the Virginia Creeper Trail, these mountain towns depend on visitors and the storm’s disruption demanded a creative approach to recovery.

Hurricane Helene Creative Campaign Grant

Yellow Duck Marketing launched the Hurricane Helene Creative Campaign Grant, providing professional marketing and creative support to reignite tourism, rebuild visibility and strengthen economic resilience. As one of two grant recipients, Abingdon and Damascus used their $12,500 grant funds to spotlight the 17-mile “Start to the Heart” segment of the trail that was still open through storytelling, media outreach and community engagement.

revitalizing tourism, restoring hope

PR & SOCIAL STRATEGY

The results were extraordinary. The four-month campaign generated 67 pieces of earned media, reached a combined audience of  446 million and achieved 7.27 million content views. Social media efforts drove 1,180 engagements and 665 shares, while influencer content added 7,599 views and  502 engagements. Coverage included Travel + Leisure, Yahoo News national syndication, eight regional TV segments and the AAA Newsletter reaching over 4 million members, putting the trail and both towns in the spotlight.

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Strategic Impact

The campaign delivered measurable strategic impact. It covered Gov. Glenn Youngkin’s visit, federal restoration funding of $200-300 million, and sustained a four-month news cycle during peak tourism season, delivering an estimated $2-3 million in advertising value. Through creativity, collaboration and strategic storytelling, we were able to help Abingdon and Damascus turned recovery into a comeback by strengthening tourism, supporting small businesses and inspiring other communities to see the power of resilience in action.