22 Jan Press Release: Friends of Southwest Virginia Selects PBS Appalachia for Southwest Virginia Regional Media Project
FOR IMMEDIATE RELEASE
Contact:
Ryan Vaughan
Marketing Manager
Friends of Southwest Virginia
rvaughan@myswva.org
Friends of Southwest Virginia Selects PBS Appalachia for Southwest Virginia Regional Media Project
The Emmy Award–winning organization will lead a year-long photography and videography initiative capturing fresh, high-quality media across Southwest Virginia in 2026.
Abingdon, Va. (Monday, January 12, 2026) – Friends of Southwest Virginia, the region’s designated marketing and destination development organization, is proud to announce that PBS Appalachia Virginia has 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, places, and 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, creativity, and 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 branding, and promotional efforts across tourism, business development, and community storytelling.
“This partnership with Friends of Southwest Virginia strengthens our shared mission to showcase the region’s unique identity on a broader stage,” said 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 (ARC), 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 jobs, and 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.
About Friends of Southwest Virginia
Friends of Southwest Virginia is a nonprofit organization working to strengthen the region’s economy through tourism and community development. Serving 19 counties, four cities, and 54 towns, Friends supports localities, small businesses, and cultural and outdoor partners across the region. The organization focuses on preserving and promoting Southwest Virginia’s unique assets, its people, places, culture, music, crafts, and natural beauty, through strategic marketing, workforce development, and project implementation. Friends of Southwest Virginia also manages the Southwest Virginia Cultural Center & Marketplace in Abingdon and works closely with the Southwest Virginia Cultural Heritage Foundation and the ’Round the Mountain Artisan Network to drive regional collaboration, investment, and innovation. Learn more at www.friendsofSWVA.org