Meet Alexandria Eady, Visit Richmond‘s Senior Content Marketing Manager, who’s building a buzz through community-driven content that amplifies diverse voices and showcases authentic local experiences. Alexandria quickly went from local news reporter to many-hatted content creator, telling Richmond, Virginia’s most relatable stories, with a focus on community and DEI. Her intuitive knack for content and storytelling recently earned her Destinations International Foundation’s coveted 30 Under 30 award. But what exactly is community-driven content, and how can destination marketers leverage it?
Community-driven content puts the spotlight on the people who make a destination special. It’s about showcasing authentic experiences, amplifying diverse voices, and fostering a sense of belonging. By involving locals and visitors alike, destination marketers can create content that resonates deeply and drives genuine engagement. Alexandria’s journey exemplifies the power of this approach.
A Content Evolution
One of Alexandria’s first jobs out of college was as a multimedia journalist for Bloomington, Indiana’s NPR and PBS affiliates. She conceptualized, edited, and produced local features, working on everything from two-minute broadcast stories to long-form segments.
Alexandria packed her days with local storytelling and loved it. But she soon realized that she wanted something different. “What I loved most was creating content, shooting and producing video, and just telling stories in the community—particularly marginalized people or those whose stories were untold.”
Most importantly, she wanted to spend more time creating and less time in front of the camera—so she decided to transition into marketing.
Finding Her Voice
“I didn’t have much formal training in marketing,” she says, “so a lot of it was trial and error.” She soon got a job at a Virginia-based event planning company, Unlocking RVA, packed her bags, and started fresh, learning and building community as she went.
“I did everything for them—social media, content creation—it was really a one-stop shop,” she says. It was 2019, and marketers and brands were starting to take a “social-first” approach to marketing, realizing social media’s role in converting new customers.
As a recent transplant looking to build her career, network, and community, Alexandria attended as many marketing events in her new city as possible. One day, she was at Stick a Fork In It, a foodie event organized by the Richmond Black Restaurant Experience that the DMO’s BLK RVA initiative was sponsoring.
“There was a booth that caught my eye,” she says. “It wasn’t the Visit Richmond booth, but it fell under their umbrella, focusing on their DEI initiatives. I said, ‘Hi, I love BLK RVA. What can I do?’”
The Power of Cold Emailing
Alexandria got an email contact for someone on the team and pitched herself. “It all started with a cold email,” she says. “I think there’s so much that can go into having a pitch that works in email form. If you’re quick and concise and the email gets to the point quickly, that’s perfect.”
She recalls organizing the email into bullets—almost mini-resumé style—that outlined what she could bring to the organization. “I said, ‘I can do social, I can do long-form, video content, etc.’ And I spoke to how I, as a Black woman, really wanted to work with the BLK RVA brand.”
Her strategy worked, and she began writing various blog posts for Visit Richmond. “I didn’t know the DMO world, but I knew I wanted to tell stories for a brand. I kept seeing Visit Richmond everywhere—they were a great resource.”
After contributing several pieces, Alexandria saw a full-time content manager role open up at the DMO, applied, and landed it. “I had been working non-stop, trying to make sure Visit Richmond knew who I was and what I could do. I just wanted to build a positive relationship.”
💡 Building relationships is crucial in destination marketing. Networking, attending industry events, and reaching out to organizations you admire can open doors to unexpected opportunities.
A New City with New Opportunities
Being new to the city, working at Visit Richmond was an opportunity to build a career and develop relationships with the community. “I didn’t have any friends yet, so I was looking for things where I could get out and meet people,” she says. She threw herself in, familiarized herself with the city, and enriched her career and personal relationships. “I didn’t even know that destination marketing existed, I just really fell into it.”
In her current role as Senior Content Marketing Manager at Visit Richmond, Alexandria focuses on creating content that shares the Richmond Region’s many stories. Right now, one of her biggest channels is Instagram Reels.
“Video is still ‘king,’” she says, “and it’s completely shifted how we go out and gather content.” As a destination marketer, Alexandria immerses herself and her viewers in every experience— behind-the-scenes moments and being nimble in her storytelling approach.
Taking Chances, Going Viral
One of Alexandria’s proudest campaigns over the past few years is an ongoing series highlighting Richmond’s Black-owned restaurants, originally launched in February 2023 for Black History Month. On a whim, she reposted a Reel from her personal account, which she was given the blessing to share from Visit Richmond’s account.
“It was very simple production-wise,” she says. “A montage of photos that I took as I spent my money eating at Black-owned restaurants.”
The video went viral, amassing over 5,000 likes and countless shares in a few hours. “This was my first viral video to reach so many people and make a wide impact.” The restaurants she showcased saw the impact of her storytelling success through huge increases in followers and new business.
The post’s success reaffirmed Alexandria’s confidence in her talent and strategy and led her team to turn it into an annual feature. “My team trusts me to execute their creative vision.” Going forward, she plans to expand it by collaborating with local foodies and influencers.
💡 Don’t be afraid to experiment with different content formats and take creative risks. Authenticity and community relevance can lead to unexpected viral success. Also, leverage your personal brand to amplify your DMO’s message.
A New Take on Storytelling
Three years into managing social media and marketing content, Alexandria reflects on her roots in journalism. “It’s served me well,” she says. “Having the foundation of being a good writer is important for anyone who wants to get into marketing—and knowing how to be concise, telling the complete story, and getting all the facts that matter—I get that all from journalism.”
For Alexandria, it’s important to tell the stories of people in the community and give a personal flavor to the destinations she’s amplifying.
“How can we tell those stories in a way that someone who isn’t from here can relate to?” she says. What Alexandria likes most about her transition from broadcast journalism to content marketing is the liberties and new opportunities it provides.
“For content marketing with journalism sprinkled in, you have a lot more creative freedom. You have more time to build something out or turn it into a series. You can really broaden your horizons.”
A Day in the Life
“I feel like it’s different every day. On a slow day, I might just be working from home catching up on emails, but then, all of a sudden, I’m planning and executing social content, going to a media
preview, and heading to an opening at an art museum. Or I have lunch with a partner to chat about content needs.”
Alexandria likes to focus on highlighting the destination’s overlooked elements. “The city isn’t on the radar for many people,” she says, “so I find that it’s an opportunity to make an impression—people are surprised by what we have to offer: world-class dining, museums, award-winning chefs, and even quirky stuff. We also have the Edgar Allen Poe Museum—he had a big connection to the city—it’s uniquely Richmond.”
Staying Effective and Inspired
Alexandria believes it’s important to be present on and offline. She follows Grad Girl Marketing on LinkedIn, a consistent source of inspiration for its playful focus on women in the marketing space.
Offline, she frequently attends marketing events and conferences—most recently, Adobe Max in Miami, Florida.
“I felt so energized and ready to conquer the world,” she says. “Being around creative people, especially outside the travel marketing world where I am every day, is so important. Doing a balance of both helps me stay up on what’s going on in and outside of my industry.”
DMO-specific events have helped Alexandria’s career take off. When, as a 2024 30 Under 30 recipient, she attended Destinations International’s Annual Convention, she connected to a driven and supportive community of marketers eager to help each other out.
“It was truly a highlight of my career so far,” she says. “We have a Whatsapp group where we text and communicate regularly and ask honest questions. It’s been so valuable.”
💡 Continuous learning is essential in the ever-evolving world of destination marketing. Seek inspiration from various sources, both online and offline, and actively participate in industry events and communities.
Looking Forward
In addition to managing content, Alexandria now oversees marketing efforts for BLK RVA, telling stories to attract Black travelers to the Richmond Region. “That’s my baby—it’s my priority.”
The success of projects like her Black-owned restaurants series provides a backbone for future projects. Her expanded role ties in closely with some advice she has for up-and-coming destination marketers as they craft their content.
“Being able to relate to the story that’s being told—to see yourself in that story—I think that creates the best kind of human connection.”
Career Advice
Acknowledging the difficulty of the current job market, Alexandria encourages those just starting out to stay the course. “Don’t get discouraged,” she says. “Don’t let one person’s ‘no’ stop you in your path. Another door might open up for you.”
For people thinking about pivoting in their careers, she holds fast to some advice she received when she was ready to move on from journalism.
“If you feel your job isn’t serving you anymore, do what works. I was falling out of love with the news industry, and one person told me to chase what was fueling me. If it’s not doing that, you have to listen to that. Know when it’s time to transition out and evaluate what’s serving you.”
Thank you, Alexandria, for sharing your tips with us!
Know an inspiring destination marketer? Send us an email to nominate them for our Marketer Spotlight series!
