The Town of Tappahannock and Essex County recently unveiled a new marketing and branding campaign, inviting visitors to “TAPP” into what’s special about this coastal, rural community that offers everything from history and hospitality to boutique shopping and outdoor recreation.
The collaborative initiative among Tappahannock, Essex County and the Town’s Main Street Association to build a tourism brand combined grant funding from the American Rescue Plan Act (ARPA) of 2021 and the Virginia Tourism Corporation.
“The Tappahannock/Essex County tourism, marketing and branding effort has provided a tremendous opportunity to showcase the town and county in new and exciting ways,” said Essex county administrator Michael Lombardo.
“Using ARPA funds administered through the Virginia Tourism Corporation, the effort brings renewed energy and heightened focus to the community as we rebound from the economic effects of the pandemic,” said Lombardo.
“We are excited to have top-notch branding and marketing materials promoting our community,” said Tappahannock town manager Eric Pollitt. “We can’t wait to share all the materials—from print to merchandise—that we’ve created throughout this project.”
Focus groups informed the development of the brand, which includes:
- A new website at visittappahannock.com that highlights what to see and savor and where to shop and stay. Also on the site are curated visitor itineraries built around artistry, adventure, food, history and nature. A “What’s on TAPP?” section lists coming attractions and projects in the works.
- A brand identity and logo that showcases the area’s water heritage coupled with its agricultural splendor. The new logo will be part of a mass merchandising campaign that will use the design on apparel, rack cards and pole banners.
- Reimagined social media feeds.
