D.C. is making an attempt to lure again worldwide vacationers with a brand new slogan and advert campaign that may instantly goal customers.
While extra and extra tourists are coming to the District as town recovers from the pandemic, tourists from overseas are noticeably absent. The metropolis is now making an attempt to lure again worldwide vacationers with a brand new slogan and advert campaign that may instantly goal customers.
“There’s just one D.C.,” mentioned Elliott Ferguson with Destination DC, asserting the slogan on the Warner Theatre on Tuesday.
The campaign aimed toward worldwide and home vacationers will play on the distinctive choices of town, particularly the free museums and monuments, Michelin and James Beard award-winning tremendous eating, sports activities groups and tradition.
“It is true — there is just one place on the planet like Washington, D.C. Only one place the place you may go to the White House throughout the day and then go to Ben’s Chili Bowl at evening,” mentioned Mayor Muriel Bowser throughout the presentation from Destination DC. “Only one place the place you may go to Cedar Hill and then to Sycamore and Oak in a single journey. And just one place the place you may take within the historical past of our nation, whereas celebrating and having fun with the tradition of the 700,000 Washingtonians who name D.C. dwelling.”
Tourism means huge bucks for town. In 2022, the group estimated $8.1 billion have been spent by tourists, up 51% from 2021, supporting round 84,000 jobs.
Domestic tourism has largely bounced again from the pandemic, rebounding about 91% from pre-pandemic ranges in 2019. However, guests from abroad have been slower to come again to the nation’s capital. International visitation has rebounded solely 60%.
“We know that the worldwide market is just 7% of the visitation to Washington, however 27% of the spend. So we would like all home guests coming to town, consuming in our eating places, staying in our inns, utilizing your companies. But the worldwide customer has a bigger financial footprint,” mentioned Ferguson.
The “There’s just one D.C.” campaign will launch Nov. 1 in cities alongside the East Coast, similar to Atlanta, Boston, Charlotte, Chicago, Dallas and Miami. They will even hit West Coast markets in Los Angeles, San Francisco and Seattle.
The campaign launch video encompasses a acquainted face for a lot of within the D.C. space, enterprise mogul Virginia Ali, of Ben’s Chili Bowl. It was additionally partially filmed on the restaurant that simply celebrated its sixty fifth anniversary.
Top worldwide markets the campaign will hit are the United Kingdom, Germany, Canada, India, France, Brazil, Mexico, China, South Korea and Australia.
“This fall, customers in London, will see our new ‘just one Washington, D.C.’ promoting within the black cabs,” mentioned Theresa Belpulsi, senior vice chairman of tourism, sports activities and customer companies at Destination DC. An image of an iconic black cab wrapped in cherry blossom decals was Belpulsi’s backdrop.
The group will even use social media influencers to strive and convey vacationers to the District. They will use paid influencer advertising and marketing —— which, in accordance to Future Partners, influences greater than 50% of vacationers to go to a vacation spot after seeing it on social media.
“We now have a devoted specialist in-house to develop our paid influencer technique to showcase D.C. as probably the most welcoming cities on the planet,” mentioned chief advertising and marketing officer Robin McClain.
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