On 23 April the West Virginia Tourism Office launched a new campaign with the theme "Almost Heaven," inspired by the John Denver song "Take Me Home, Country Roads."

Media being used in the campaign include TV, radio, print, out-of-home, online and social media.

Currently 86% of tourists traveling to West Virginia are repeat visitors. The campaign is intended to increase the incidence of first-time visitors.

Maine has a similar problem: about 80% return visitors as of 2015. Let's watch this WV campaign and see if we can learn something useful.