Williamsburg, Virginia along with Jamestown and Yorktown are widely known for their historical significance during American Revolution. In light of their well-known history, Visit Williamsburg was in search of an agency that could help them shift perceptions about what the area had to offer as a tourism destination and broaden their appeal. Adventure developed the ‘Not Your Average Burg’ campaign to showcase the Williamsburg area as a spot for not only history, but also world-class dining, golf, resorts, family-friendly attractions and more. The campaign combined bold, colorful and fun new creative elements to highlight overlooked offerings and help shed tired perceptions.