Visitors by the millions have made Luray Caverns the most popular caverns in Eastern America. Guided tours along well-lighted, paved walkways lead visitors through cathedral-sized rooms with ceilings 10-stories high, towering stone formations, and natural wonders at every turn.

Our challenge was to re-engage people to come experience the Caverns again, and again, and again...along with all the new attractions around the property, and activities to do in town.


Discovery takes many forms, both external and internal.

We wanted to bring to life the many dimensions of DISCOVERY. Discover the beauty of nature. Discover the power of time together. Discover your inner child. This led us to build a campaign around the line, "What will you discover?"

Tactics included television and long-format video, a campaign website with online ticket sales, digital display, and radio production.


16K to 108K Facebook fans in 18 months
Revenue increase of 5% over 5 years
2015 Best Season on Record
Established as U.S. National Landmark