This project involved developing a full Integrated Marketing Communications plan for Shenandoah Caverns and the American Celebration on Parade. My team and I conducted in-depth research, identified key target audiences, and built a campaign designed to shift consumer perception from a one-time visit to a year-round destination. Our strategy, centered around the theme ‘One Destination, Endless Celebration,’ included digital marketing, social media, promotions, public relations, and a detailed content and budget plan to increase event attendance and repeat visitation.