February 11, 2026 (Napa, CA) — In an era when social media algorithms and AI-generated itineraries are flattening travel inspiration into a sea of sameness, Visit Napa Valley is taking a different approach. With the launch of its new advertising campaign, Live a Little or a Lot, the destination is championing individuality—inviting travelers to break free from copy-and-paste travel plans and design their own version of the good life.
Created in partnership with independent full-service agency The Shipyard, the campaign celebrates the flexibility, range, and personal expression that define Napa Valley today. Anchored by the tagline Live a Little or a Lot, the work recognizes that choice itself has become a modern luxury—whether that means 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. “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 spots that showcase the full spectrum of Napa Valley experiences—from glamorous nights out and luxurious stays to Michelin-starred dining, serene spa moments, and sun-drenched brunches shared 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.”
Grounded in traveler insight and research, the campaign intentionally reframes Napa Valley not as a single type of trip, but as a destination defined by choice. Elegant yet playful creative highlights wine, food, wellness, and hospitality while moving away from “one perfect trip” storytelling in favor of self-curated discovery.
“Creatively, the campaign lives in the contrast between Napa Valley’s quiet luxuries and its larger-than-life moments,” said 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.”
Live a Little or a Lot 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. The campaign will launch in key markets including California, New York, and Texas. www.visitnapavalley.com/livealittle
Tourism Matters
As Visit Napa Valley launches Live a Little or a Lot, the message is intended to inspire travel—but it also underscores tourism’s vital role in supporting the local community. Visitor spending generates $2.5 billion annually for Napa Valley’s economy, supports nearly 16,000 local jobs, and contributes $107.5 million each year to essential local public services such as parks, public safety, and road improvements. Tourism also helps reduce the tax burden on residents, saving Napa Valley households nearly $2,000 per year. By celebrating the full spectrum of experiences Napa Valley has to offer throughout all five towns, the campaign supports both a vibrant visitor economy and the quality of life for those who live and work in the region.
About Visit Napa Valley
Visit Napa Valley is the official destination marketing organization for Napa County. The organization promotes the region as an attractive travel destination and works to continually enhance its public image as a dynamic place to visit, live, and work. Conveniently located within an hour’s drive from the San Francisco Bay Area and the Greater Sacramento Area, Napa County comprises five distinct towns, including, from north to south, Calistoga, St. Helena, Yountville, the City of Napa, and American Canyon. In addition to these five towns, the areas of Rutherford, Oakville, and Angwin, along with the outdoor recreation area of Lake Berryessa, are also part of Napa County and add to its diverse and rich history. For additional information about Napa Valley or to plan your Napa Valley experience, please explore VisitNapaValley.com and follow social feeds @VisitNapaValley.
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