Objective
The objective of this project is to build a distinctive and long-lasting brand foundation to consistently guide marketing and promotional efforts for Washington, DC. By focusing DC's marketing on key strengths and perceptions, we expect to drive awareness, interest and investment in the city from this country and around the world.

Process

• An online survey is being conducted with 1,850 consumers across the country. We are including responses from DC residents and from residents across the country and in the markets that attract the most visitors, such as New York, Philadelphia and Atlanta.
  
• We are conducting interviews with approximately 35 key DC stakeholders representing DC government, hospitality, business, cultural and media entities.
  
• We are conducting approximately 10 focus groups/workshops with arts, hospitality and community residents and leaders.
  
• We developed this website in order to engage our local residents in the process on a wider scale through an online survey.

Next Steps
Based on the research findings and analysis, the brand architecture will be created including guidelines for the execution of visual and written communication. The brand architecture will drive the changes and enhancements we make to our marketing and communications strategy.

Contact Us
Any questions about the project should be directed to:

Victoria Isley
Senior Vice President, Marketing & Communications
Washington, DC Convention & Tourism Corporation
901 7th Street, NW
Washington, DC 20001
(202) 789-7046
[email protected]