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

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

Note to Editors: The Washington, DC Convention & Tourism Corporation, the lead destination marketing organization for the nation’s capital, is a private, non-profit membership organization of more than 1,000 businesses and organizations 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. www.washington.org.

What is the overall research initiative?
The objective of the 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.

• An online survey is being conducted with 1,600 consumers across the country. The survey will include responses from DC residents and national consumers and from markets that attract the most visitors, such as New York, Philadelphia and Atlanta.
• Interviews are being conducted with approximately 35 key DC stakeholders representing DC government, hospitality, business, cultural and media entities.
• Approximately 10 focus groups/workshops are being conducted with arts, hospitality and community residents and leaders.
• The website shareyourdc.com was created in order to engage local residents to participate in the process.

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.

Why do resident opinions matter in destination marketing?
Washington, DC residents are front-line ambassadors for the city. These ambassadors relay their opinions to family, friends and other potential visitors from out of town. Understanding how residents think and feel about the city helps DC marketing organizations identify the authentic, personal, “insider” experiences that travelers are increasingly searching out. Studies from eMarketer have found that personal recommendations or word of mouth is a major influence for over half (54%) of internet users when making travel decisions.

Many current DC residents were once just visitors or university students themselves. To market the city, WCTC is looking to identify those experiences, places and emotions that have inspired residents to stay on.

Who is involved in the project?
The Washington, DC Convention & Tourism Corporation is coordinating the project on behalf of the city and it is being guided by a Brand Strategy Task Force comprised of leaders representing the city, key economic development agencies, the hospitality industry and cultural entities. For a full list of task force members visit shareyourdc.com.

After conducting a thorough search and RFP process, WCTC and the Brand Marketing Taskforce selected Longwoods International and Cundari SFP to conduct research with consumers and leaders in the DC community.

Cundari is an independently owned and operated communications agency with offices in Washington, DC, Toronto and Montreal. Cundari owns divisions including internationally recognized design and branding firm, Cundari SFP. Established in 1980, Cundari has been entrusted with such brands as BMW, Four Seasons Hotels & Resorts and Siemens, to name a few. The Washington, DC office is led by Michael Altman, and his clients include the Downtown Washington DC Business Improvement District, Cultural Alliance of Greater Washington, Royal Ontario Museum, Four Seasons Hotels & Resorts, Toronto Waterfront Revitalization Corporation as well as the Crystal City Business Improvement District.

With offices in Toronto and New York City, Longwoods International is a market research consultancy that has assisted clients in 36 states, eight Canadian provinces, and six countries. It specializes in research in the areas of brand strategy and advertising effectiveness. Prior to the assignment with WCTC, Longwoods’ branding experience includes numerous travel destinations, including countries, states, regions, and cities like Hawaii, Colorado, New York and Philadelphia. In addition, Longwoods was recently hired by the US Department of Commerce to conduct the research for America's first-ever branding campaign overseas, first in the UK and now in Japan.

Why undertake this project now?
The city has experienced multi-million dollar investments in attractions (museums, theatres, restaurants, hotels, etc), emerging, lively neighborhoods and a new, energetic administration focused on building a world-class city.

For a decade, Washington, DC has been in the midst of a ferocious comeback. A linchpin of this shift has been its travel and tourism sector, a key generator of jobs and revenue. The city has wisely invested in product development including the Washington Convention Center, the National World War II Memorial as well as new theatres for Woolly Mammoth and Shakespeare. More product development is on the way, including a new baseball stadium and a transplanted Newseum.

Still, Washington, DC's commitment to product development has far outpaced its commitment to marketing. New initiatives in DC and an explosion of some 69 new or planned hotels in the region will create a major new inventory of attractions and lodgings-which must be filled by increasing demand. Washington, DC must protect its valuable investment. The city relies heavily on the $5 billion in direct spending and the $543 million in local tax receipts generated annually by travel and tourism.

Doesn’t Washington, DC already have a brand? This is the nation’s capital – won’t people come here anyway?
There is no doubt that Washington, DC holds a unique position in people's minds as the nation's capital.

But places like New York, Las Vegas, Orlando and Philadelphia don’t take the importance of travel and tourism marketing for granted. All four of these cities are currently outspending Washington, DC – with New York and Orlando preparing to invest millions of additional public dollars in destination marketing.

It is critical to protect Washington, DC’s market share and continue to market to potential visitors across the country and around the world.

When will the research initiative be completed?
The bulk of the research (online surveys, interviews and focus group/workshops) is currently scheduled to be completed by April 2007. WCTC encourages residents, visitors and media to check shareyourdc.com for status updates and findings related to the project.