Washington, DC Marketing Organization Wants to Know:
What do DC Residents Love about DC?
January 25, 2007

Contact: Victoria Isley
Senior VP of Marketing & Communications
(202) 789-7046
vicki.isley@washington.org

(Washington, DC) - The Washington, DC Convention & Tourism Corporation (WCTC) has launched a new website, shareyourdc.com, designed to give local residents the opportunity to answer the following question: What do you love about DC?

Launched January 26, 2007, the site is part of a greater research initiative coordinated by WCTC to determine the city's position in the mind of those who live here and from travelers around the world - with the ultimate goal of creating a more vibrant experience and generating more resources for the city, its residents and businesses through destination marketing.

The public site offers the community the opportunity to "share their DC." Residents can log on to shareyourdc.com and participate in the process by responding to a brief survey, answering weekly polls and uploading images of their favorite things and sites around the city. The website will also track the progress of the research initiative and its findings. The information gathered from residents will be used as input in creating an inclusive destination brand for Washington, DC. "Residents and workers are the greatest ambassadors for the city, so we need to hear what they think about DC. What they tell friends, family members and potential visitors helps to shape DC's overall reputation and often impacts whether someone chooses to visit," said William A. Hanbury, President & CEO of WCTC.

Marketing, branding and positioning a destination is just as important as any other consumer product. The image of a city can determine whether people choose to visit, live, attend a university or locate their business there. The stakes for destination marketing are high - particularly in Washington, DC - where visitors pump more than $5 billion annually into the local economy, generating $543 million in local tax revenues for vital city needs.

The goal of the project is not to create a particular tagline, logo or advertising campaign, rather, it is to create a common vocabulary of images, words and emotions that will guide collective marketing efforts for the city. The District's 600,000 residents share their city with more than 15 million visitors each year. By forming a stronger, more personal connection with potential visitors, residents and businesses, the city stands to increase visitation and outside investment, introducing new tax dollars to fund city services.

Everyone's opinion is important in this process. For those without internet access at home, work or school, the DC Public Library offers free access to the internet at all of its neighborhood locations. Simply use one of the available computers at the library to log onto the internet and click on shareyourdc.com.

WCTC is coordinating this project with guidance from its Brand Strategy Taskforce, comprised of leaders representing the city, key economic development agencies, the hospitality industry and cultural entities. The Taskforce will act as a steering committee throughout the process, providing overall guidance for the direction of the project and aiding in the implementation of the study findings. The website will remain live throughout the duration of the research initiative, which is expected to be completed by April 2007.

Click here to learn more about the process.