(Washington, DC)… DC residents and businesses played key roles in developing the city’s first comprehensive brand strategy and the new $2 million integrated marketing campaign unveiled today by Mayor Adrian M. Fenty and officials from Destination DC, the city’s official convention and tourism corporation. During more than a year of research, creative development and consumer testing, Destination DC partnered with local firms, talent and personalities and solicited input from residents through focus groups, workshops and a dedicated website, ShareYourDC.com.

“In building a new brand strategy for DC, we looked from the inside out as well as from the outside in,” said Dan Mesches, chairman, Destination DC and president, Star Restaurant Group. “Our destination brand platform is designed to be authentic and truly reflective of the city and its residents, who are front-line ambassadors. We were overwhelmed by the pride and knowledge locals shared with us about their city.”

To bring the brand to life, Destination DC tapped key players in the region’s creative economy. A new integrated marketing campaign, which invites travelers to “create your own power trip” was developed by Destination DC in collaboration with the DC office of Burson-Marsteller. DC-based Datanet and McLean, Va.-based Pappas Group partnered to re-design the website, Washington.org, which currently receives more than 600,000 unique visits per month. Among the site’s new features: a “DC insider” component that encourages residents and frequent visitors to submit their suggestions for powerful and unexpected ways to experience DC.

“Even beyond the more than $2,000 in annual tax savings that the hospitality industry generates for DC households, residents have shown us that they care how visitors experience this city,” added William A. Hanbury, president & CEO, Destination DC. “More than 1,400 residents responded to surveys posted on ShareYourDC.com, and more than 800 signed up to receive updates on the brand strategy project. Some elements of the creative concepts we introduced today were taken directly from input and suggestions provided by DC residents.”

Local talent and DC accents appear across elements of the brand foundation and new campaign. A new two-and-one-half minute destination video features a music track contributed by the internationally-recognized duo, Thievery Corporation, a major force in DC’s contemporary music scene. The video itself was made possible by Guest Services, Inc., leaders in providing government and corporate dining, recreation and visitor services, and special event venues here in DC and across the nation. Two 30-second commercials were filmed in studio at DC’s own Atlantic Video, using a crew largely based in and around the city. The commercials star local talent, including Washington Redskins Cheerleader Chastity King, and are designed to recreate DC venues like Penn Quarter hotspot Zola and Marvin, which is owned in part by Thievery Corporation’s Eric Hilton. The artwork featured in the urban explorer couple’s restaurant scene was inspired by works from Brian Liu and Nick Pimentel of ToolboxDC.

Capitol Hill resident and professional photographer Andy Cutraro captured the powerful and playful moments featured in the print campaign. The photographs were shot on location in popular insider destinations and in studio, drawing from a pool of local models and peppered with local touches that a true DC insider will recognize. In one print execution, Mayor Fenty and the founder of the Nation’s Triathlon Chuck Brodsky enjoy some “power play” with a run through Rock Creek Park. In another example, a fashionable young couple styled by local hair and make-up artist Leon Howell finds “soul power” in a night at Bohemian Caverns. A patron in the background sports a Thievery Corporation t-shirt and jacket provided by Circle Boutique, located on 14th Street.

To encourage local residents to log on to Washington.org to share their insider tips and to look to Destination DC for new ways to experience the city, tourism officials have partnered with NBC-4 to air the 30-second commercials locally and regionally beginning this week. Print advertisements will also run in local newspapers, including the Washington Post, Washington Times, Washington Blade, Washington Afro-American, Washington Hispanic, Washington City Paper and others. The online campaign begins with a complete inventory buyout today on popular local blog DCist.com. Residents can also look for guerilla marketing efforts on April 12, including branded pedi-cabs and video trucks showing the commercials, plus outdoor advertising at Gallery Place.

For more information about the brand strategy and campaign or to share your insider tips, visit Washington.org.

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