Find out where DC has been in the news this month and what's new with the marketing team.
Destination DC's (DDC) marketing and communications strategy supports the District’s economic recovery by reaching potential visitors and inspiring them to travel to the nation’s capital. The current cross-channel promotional efforts are focused on editorial pitches about development, significant anniversaries and summer travel, content development surrounding fall experiences while a new, recovery advertising campaign targets consumers in the DMV and drive markets within a four-hour radius. Find out what’s new with the marketing team and where DC has been in the news this month.
writes a round-up of cities where you can see ‘hipsters’ in their natural habitat for USA Today. In DC, he recommends local music venues, breweries and bars.
USA Today, Aug. 2: 10 cities where you can see hipsters in their natural habitat
Shayla Martin of The New York Times covered what to do in DC this summer, highlighting the Logan Circle, West End/Foggy Bottom and Dupont Circle neighborhoods as well as new restaurants, shops and galleries.
The New York Times, Aug. 31: What to Do This Summer: Washington, D.C.
A widely syndicated article quoted DDC’s Elliott Ferguson on the reopening of international travel to the U.S.
McClatchy, Sept. 2: U.S. to lift international air travel restrictions on vaccinated adults in November
A review of the Thompson Hotel in the Navy Yard neighborhood by DC freelance writer Kimberly Wilson proved the pros of taking a staycation.
Essence, Sept. 6: Style Meets Sophistication At This Trendy Washington D.C. Hotel
Group Tour Magazine spoke with DDC's Elliott Ferguson about the National Mall and the can’t-miss monuments, museums and memorials that line “America’s Front Yard.”
Group Tour Magazine, Aug. 2021 Issue: Experience DC’s classics on the National Mall
Meetings Today explored the ways planners can take advantage of DC’s presence in four major professional sports leagues (MLB, the NHL, the NFL and MLS) when planning memorable meetings and events.
Meetings Today, Aug. 9: 4 Sports Venues for Memorable Events in Washington, D.C.
Elliott Ferguson was featured in Connect magazine’s 15 over 50 issue for his inspiring leadership. Elliott shares his advice, career accomplishments and industry milestones with readers.
Connect, Sept. 2021: The Trailblazers: 15 Over 50
France’s Le Point covered the Capital Region by highlighting the iconic backdrop of the National Mall and the Natural History Museum.
Le Point (France), Aug. 3: Washington DC et sa région crèvent l’écran! (Washington DC and its region are cracking the scene!)
India’s Retropop Lifestyle magazine featured Washington, DC across a four-page spread that covered the iconic monuments and memorials as well as museums, music, nightlife, dining and water activities.
Retropop Lifestyle (India), Aug.-Sept. 2021 Issue: Washington, DC – A fun Capital
Marketing Outlook Meeting Follow-Up
All materials from our Marketing Outlook Meeting can be downloaded on the Member Extranet, including presentations, videos and STR's data forecast. In addition, each DDC department will host a follow-up session on Zoom, beginning with partnerships and alliances. The marketing and communications team will address its advertising, research, creative and content during its session on Oct. 7 from 2-3 p.m.
The latest content rounds out ways to experience DC this fall, including a piece on ghost tours, outdoor trails to explore, upcoming autumn museum exhibits and other seasonal content. Experience DC landing pages attracted 110,000 unique visitors to the site in August, which represents the third most popular page on the site over that time. DDC's advertising efforts and personalization strategy helped drive traffic to recovery campaign pages, where users can interact with a variety of content.
Recent Advertising Performance for Experience DC
Overall, DDC's integrated media advertising campaign for Experience DC is pacing at 62% of its engagement goal with 32% of the campaign budget spent. The overall cost per engagement is currently $0.05, far exceeding the goal of $0.10. The paid social media campaign garnered nearly 10 million impressions across Facebook, Instagram and Pinterest in July, with New York, Philadelphia and Raleigh as the top-performing drive markets. DDC's campaign with Instinct, an LGBTQ+ lifestyle publication and website, began in mid-July. The video component of the campaign has driven significant interactions, leading to a 1.34% video click-through rate to washington.org, which is high when compared to Instinct's site average of 1.11%. In August 2021, advertising drove 20% of unique visitors coming to washington.org.
- As the city prepared for all things fall, DDC continued to share exciting events and happenings throughout the District and use its social platforms to inspire, engage and inform its followers. DDC channels highlighted Labor Day weekend, DCJazzFest, a citywide celebration for Alma Thomas and free things to do this season. DDC has also worked with a handful of partners to hold social giveaways on Instagram and Twitter.
- From a team retreat and tour of the Washington National Cathedral to happy hour at Capitol Riverfront’s concert series to attending the RAMMYs, the DDC team has enjoyed safely gathering in-person. DDC also celebrated its own Dani Campana, who was recognized by the U.S. Travel Association as a 2021 Destinations Council Emerging Leader. Also, DDC President & CEO Elliott Ferguson served as a panelist for the U.S. Chamber of Commerce’s Hospitality Forum, while Hope Smith, Erica Riddle and Priscilla Alvarez represented the organization at the Greater Washington Hispanic Chamber of Commerce Business Expo.