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Agency Virginia Tourism Authority (320)
Measure Name Increase Target Household Awareness of Flagship Marketing Campaign
Measure Last Modified
Measure Last Published
06-12-2025 04:37 p.m.
Status
Active
Data Source and Calculation
Industry research data sources
Enterprise Priorities and Strategies
Initiative Priority Strategy
Associated Service Areas
Service Area Code Service Area Name
Targets and Baselines
Name Date Result Note
Baseline 01-30-2022 46.0
Short Target 2025 08-24-2024 48.0
Long Target 2027 12-30-2027 48.0
Results
Year Q1 Q2 Q3 Q4 Note
2023 57 in percentage
2024 34 in percentage
2025 43 in percentage
Measure ID 320.0010
Measure Class Agency Key
Measure Type Output
Year Type State FY
Preferred Trend Increase
Frequency Quarterly
Statistical Unit %
sp134 Performance Measure - 07-30-2025 15:19:17