Friends of Southwest Virginia, the region’s designated marketing and destination development organization, announces thatPBS Appalachia Virginiahas been selected to lead a comprehensive, year-long photography and videography campaign beginning in 2026.
“Friends of Southwest Virginia is honored to partner with PBS Appalachia on this important regional media initiative,” said Kim Davis, executive director of Friends of Southwest Virginia. “As the organization charged with leading tourism development and regional marketing across Southwest Virginia, it is critical that we invest in high-quality, authentic storytelling that reflects who we are and where we are headed. The PBS Appalachia team has consistently demonstrated a deep commitment to the people, placesand stories that define Southwest Virginia. By partnering with an organization that understands our region so well, we are ensuring that our story is told with authenticity, creativityand a strong sense of place. We look forward to seeing how this work will elevate Southwest Virginia and expand our reach to new audiences.
This initiative will equip the Southwest Virginia region with updated, professional media assets to support strategic marketing, regional brandingand promotional efforts across tourism, business developmentand community storytelling.
"This partnership with Friends of Southwest Virginia strengthens our shared mission to showcase the region’s unique identity on a broader stage,” says Julie Newman, COO and general manager of PBS Appalachia. “As the premiere video production agency for Southwest Virginia, PBS Appalachia is committed to producing authentic video and compelling images that inspire pride and attract new opportunities to our region."
Funded by the Appalachian Regional Commission, the project is part of a broader creative economy and tourism workforce initiative designed to strengthen Southwest Virginia’s cultural and economic vitality. The initiative supports efforts to build a sustainable creative economy, highlight the region’s rich heritage and natural assets, create jobsand welcome new visitors and businesses.
The project kicks off this month with content delivered to regional partners throughout the year. This media campaign represents one phase of a larger, coordinated effort led by Friends of Southwest Virginia that also includes tourism market research and digital infrastructure investments to directly support regional marketing campaigns and provide critical, open-source resources for partners across the region.
