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Campaign Motivates People to Discover the Diversity of the Region and Encourages Exploration with the Brandywine Treasure Trail Passport

Wilmington, Delaware (Apri/ 25, 2023) The Greater Wilmington Convention & Visitors Bureau just launched a four-month, integrated marketing campaign designed to highlight the treasures of Greater Wilmington, Delaware and the Brandywine Valley and attract potential visitors living within a 200-mile radius of its accessible Mid-Atlantic location. Central to the campaign is the Brandywine Treasure Trail Passport, which allows visitors to experience 12 of the region’s top attractions for one low price. The Passport gives them the option to discover all 12 participating sites – including the five du Pont estates – in a day or two, or extend their experience through spring, summer and fall.

The marketing campaign, representing the Bureau’s largest communications campaign in decades, also builds awareness of the region’s diverse (and tax-free) shopping, recreational activities like biking, and the area’s incredible arts and historic attractions outside of those available through the Passport. The small businesses and hidden gems the campaign promotes, as well as the advertising creative, demonstrate the diversity of the region.

The Bureau, along with its agency of record, Wilmington-based Aloysius Butler & Clark (AB&C), worked strategically to maximize every dollar to achieve a wide reach. In addition, the strategy ensured that the ideal audiences are receiving messages at times and places where their minds are open to making fun, inspired travel decisions. The campaign kicked off on April 1 and was supported in large part by American Rescue Plan Travel, Tourism, and Outdoor Recreation Grant funding awarded by Governor Carney and the Delaware Division of Small Business.

“We are thrilled about the launch of this campaign,” said Jennifer Boes, Executive Director of the Bureau. “This is our chance to spread the word about Greater Wilmington and the Brandywine Valley to an expanded audience during peak visitor season. This would not have been possible without the American Rescue Plan funding we received from the State.”

The campaign is aptly timed with Wilmington being named one of Condé Nast Traveler’s 23 best places to go in the U.S. in 2023. Campaign messaging invites families, couples and individuals to “start their journey,” opening the door for visitors to uncover the endless treasures and memorable moments that await them in Greater Wilmington and the Brandywine Valley.

The Brandywine Treasure Trail Passport (featured in this campaign video) is valid from May 27 through October 31 and starts at $49.99 for an individual. Attractions include Brandywine Museum of Art; Delaware Art Museum; The Delaware Contemporary; Delaware History Museum; Delaware Museum of Nature & Science; Hagley Museum & Library; Longwood Gardens; Mt. Cuba Center; Nemours Estate; Read House & Gardens; Rockwood Park and Museum; and the Winterthur Museum, Garden & Library. People can learn more about and purchase the Passport at


About The Greater Wilmington Convention & Visitors Bureau

The Greater Wilmington Convention & Visitors Bureau (GWCVB) is a nonprofit organization founded in 1978, chartered by the Governor of Delaware, the New Castle County Executive, and the Mayor of Wilmington. Its mission is to serve as the community’s customer-focused destination marketing organization, generating economic growth through leisure travel and meetings development. For more information go to