Reframing luxury as a personal choice, Visit Napa
Valley has launched a new, focused advertising campaign.
Created in partnership with independent full-service agency
The Shipyard, the ‘Live a Little or a Lot’ campaign focuses on the destination
championing individuality —inviting travelers to break free from copy-and-paste
travel plans and design their own version of the good life — whether a low-key
escape or a fully indulgent getaway.
“Today’s travelers are seeking the freedom to curate
experiences that feel truly personal and distinctive, at a time when
algorithm-driven inspiration and AI tools are producing the same itineraries
for everyone,” said Linsey Gallagher, President & CEO of Visit Napa Valley
in a statement.
She added, “With Live a Little or a Lot, we’re inviting
visitors to experience Napa Valley through the lens of its five unique
towns—each offering its own sense of place—so travelers can choose how they
explore, how they indulge, and ultimately define luxury on their own terms.”
The campaign, launching in key markets including
California, New York, and Texas will run across connected TV (CTV), social,
digital display, and print, supported by custom editorial and branded content
partnerships with Modern Luxury, Condé Nast, VinePair, and Wine Spectator,
among others.
Six 30-second spots showcase the full spectrum of Napa
Valley experiences—from glamorous nights and luxurious stays to
Michelin-starred dining, serene spa moments, and sun-drenched brunches with
friends against a vineyard backdrop. Scenes range from intimate, low-key
moments to cinematic indulgence, including a seven-course wine-paired lunch
aboard a newly restored 1915 Pullman rail car.
“For a destination as celebrated as Napa Valley, the balance
is showing its world-class quality without making it feel exclusive or
intimidating,” said Amanda Moul, Vice President of Account Management at The
Shipyard. “Today’s travelers want flexibility in how they spend, how they
indulge, and how they define luxury. Even Napa Valley’s most accessible
experiences feel elevated—but there’s also room to go all out. Live a Little or
a Lot was built around that spectrum, allowing each person to enjoy the good life
their way.”
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