NAPA, Calif.—Visit Napa Valley has launched a new advertising campaign encouraging travelers to personalize their experiences in the renowned California wine region, positioning luxury as a matter of individual choice rather than a single type of trip.
The new campaign, titled “Live a Little or a Lot,” invites visitors to design their own version of a Napa Valley getaway, whether that means a relaxed escape or a more indulgent experience. Developed in partnership with The Shipyard, an independent, full-service agency, the campaign highlights the range of experiences available across the region’s towns.
“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,” says Linsey Gallagher, president and CEO of Visit Napa Valley. “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 features six 30-second ads showcasing a range of activities, from nights out and luxury hotel stays to MICHELIN-starred dining, spa visits, and brunches overlooking vineyards. One scene includes a seven-course, wine-paired lunch served aboard a 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,” says 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.”
Creative elements emphasize both intimate and large-scale moments, pairing quiet personal experiences with cinematic imagery, according to the campaign’s creators.
“Creatively, the campaign lives in the contrast between Napa Valley’s quiet luxuries and its larger-than-life moments,” says Kerry Krasts, executive creative director at The Shipyard. “We paired intimate personal experiences with grand, cinematic ones, creating a visual balance that reflects what it means to live a little or a lot. Director Dana Tynan shot the work in a style that’s both dreamy and refined, highlighting time together as the true luxury of Napa Valley—whether it’s spent low-key or spectacularly.”
The campaign also highlights tourism’s importance to the region’s economy. Visitor spending generates approximately $2.5 billion annually in Napa Valley, supports nearly 16,000 jobs, and contributes $107.5 million each year to local services, such as parks, public safety, and road improvements.
According to Visit Napa Valley, tourism also helps reduce the tax burden on residents, saving local households nearly $2,000 per year.
Napa County includes five towns: Calistoga, St. Helena, Yountville, Napa, and American Canyon, as well as such communities as Rutherford, Oakville, and Angwin, along with the Lake Berryessa recreation area.
