For Immediate Release:
May 5, 2009 

DESTINATION DC TARGETS TRAVELERS WITH POWERFUL SUMMER MARKETING CAMPAIGN

(Washington, DC)…With the summer travel season right around the corner, Destination DC has launched a multi-platform marketing campaign designed to target key audiences, including regional travelers, urban explorers and families. Designed to boost travel to the nation’s capital this summer, the campaign combines print, online, in-movie theater and television advertisements, along with creative partnerships with consumer products and films, catering to value-minded travelers by focusing on DC’s free attractions, fun festivals and hot hotel deals.

“Washington, DC is the place to be this summer; you can feel the energy and excitement throughout the city. With so many free attractions and funky festivals, we’re a perfect getaway for family travelers and urban explorers,” said Victoria Isley, Senior Vice President, Marketing for Destination DC. “We’ve worked with a variety of partners to create fun promotions and events for travelers with different interests.”

This summer’s efforts build upon the successful “power” campaign launched by Destination DC last spring. Creative messages invite visitors to experience “only in DC moments” – from the museums, monuments and memorials along America’s front yard to the neighborhood hot spots in DC’s backyard. The 2008 marketing campaign generated nearly a 3 to 1 return on investment in new tax dollars, according to an independent study fielded by Destination DC with oversight from the Office of the Chief Financial Officer of the District of Columbia.

“Promoting travel and tourism is a great solution in a tough economy. By bringing more travelers to DC, we’re instantly bringing in more tax revenue,” added Isley.

By negotiating with national media outlets and partnering with consumer product brands, Destination DC secured an additional $5.6 million in exposure value, lifting its $1.6 million marketing investment to a $7.2 million campaign.  Destination DC’s summer marketing program was boosted by a $750,000 investment from the Washington Convention Center Authority. The campaign and promotional partnerships are designed to connect with urban explorers, family travelers and history buffs in major regional markets such as New York, Philadelphia and Raleigh.

To target family travelers, Destination DC is partnering with national consumer brands Post Cereals and KRAFT Macaroni & Cheese to celebrate the city’s starring role in Twentieth Century Fox’s “Night at the Museum: Battle of the Smithsonian” (see separate release). 

Destination DC will also launch online collaborations with Travelocity, American Express, and Ebonyjet.com. Travelocity will run a June on-site promotion supported by print advertisements running regionally in the Wall Street Journal and USA Today, garnering 2 million impressions, and an online campaign promoting “Staying Power” packages in July and August, generating 3.5 million impressions.

Foodies and families can look forward to the city’s first-ever Cookie + Gourmet Kids’ Restaurant Week™, sponsored by Destination DC. During the June 13-21 promotion, families can enjoy kid-friendly cuisine and fixed-price menus at some of DC’s most popular restaurants.  

In partnership with American Express, Destination DC has collected exclusive cardmember offers, which will be promoted through channels such as americanexpress.com and on cardmember emails and statements, as well as through Destination DC’s own channels, targeting both leisure and convention visitors. Cardmembers can take advantage of exclusive deals like 2 for 1 tickets on Open Top Sightseeing, plus other added value discounts and offers.

In order to target younger, entertainment-minded African-American travelers, Destination DC is collaborating with EbonyJet.com to develop a dedicated web channel showcasing locations and themes of interest to African Americans who seek out culture when visiting the home of the new Obama administration. The site, complete with custom video content and guided tours of featured locations, is expected to launch in late June. To reach the influential African American audience, Destination DC is also investing in Black Enterprise magazine.

Details regarding additional creative marketing partnerships with media outlets such as Bon Appetit and Travel + Leisure will be released in the coming weeks.

To make it easy for travelers to take advantage of summer hotel savings, Destination DC revived its popular “Staying Power” packages. Travelers who book a three-night weekend “Staying Power” package (including a Thursday or Sunday night) receive 30% off their total stay, with rates starting at just $107 per night. Available at more than 20 properties, “Staying Power” packages can be booked at Washington.org or by calling 1-800-422-8644. For more information on Destination DC marketing programs and initiatives, visit washington.org.
  
 
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About Destination DC:  Destination DC, the lead destination marketing organization for the nation’s capital, is a private, non-profit membership organization of more than 1,000 businesses committed to marketing the area as a premier global convention, tourism and special events destination with a special emphasis on the arts, cultural and historic communities. Destinationdc.com.