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Elliott L. Ferguson, President & CEO, Destination DC, interviewed by media

Marketing Highlights and Media Coverage

The latest news from Destination DC's marketing & communications team.


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 summer 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. 

Domestic Media

 

Larry Bleiberg for USA Today write a round-up of cities where you can see ‘hipsters’ in their natural habitat. For DC, this includes 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.

Trade Media


Group Tour Magazine spoke with Destination DC’s (DDC) 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.

 

International Media

 

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 Highlights

 

Marketing Outlook Meeting
The 2021 Marketing Outlook Meeting is scheduled for Sept. 29 from 8:30-11 a.m. at Capital Turnaround. The meeting will be held in-person and is free to attend, with registration, coffee and networking beginning at 8:30 a.m. and programming kicking off at 9:30 a.m. The event will focus on sales and marketing recovery strategy and be themed Experience DC, a nod to the organization's latest marketing and advertising campaign with Events DC. STR will join to share hotel data and forecasts for the nation's capital. Make sure to register online today if you have not already. A streaming option will be available. Please note that if you plan to attend in-person, you must show proof of vaccination or a negative COVID-19 test within the last 72 hours.

 

Washington.org Update
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%.

 

Social Highlights

Leisure Social

  • In reviewing year-over-year engagements from May through July, DDC saw a 250.9% increase from FY2020 to FY2021. The rise in engagement is attributed to posting inspirational, only-in-DC content, such as this early morning sunrise shot on the National Mall, as well as Trivia Tuesday, which gives the @visitwashingtondc Instagram audience multiple ways to engage with the destination through thematic IG Stories. In addition to existing organic efforts on social, DDC continued to elevate its social strategy throughout FY2021 to reach audiences in new and creative ways, such as utilizing Instagram Stories and Reels.

Industry Social

  • In a continued effort to support its members, DDC utilizes the Member Spotlight program on the @destinationdc Instagram account. The goal of the initiative is to highlight one DDC member per week and showcase a unique offering, deal or new business model. Throughout FY2021, the Member Spotlight program has featured twenty-nine members and totaled more than 20,000 impressions.

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