Destination DC (DDC), the official destination marketing organisation for Washington, DC, is set to unveil a global ad campaign from November 1, 2023. The campaign will also be run in India, which contributed the third largest number of international tourists to the city in 2022.
The campaign is titled ‘There’s Only One DC’. It underlines that DC matches other world-class cities in dining, nightlife, arts, culture, sports, theatre, outdoor activities and green spaces; adding that no other destination in the USA can compete with DC’s monuments, museums, memorials and free things to do.
Domestic tourist numbers were back to 91 pc of pre-pandemic, while international rebounded to 60 pc at 1.2 million in 2022.
Elliott L Ferguson, II, President and CEO, DDC, said at annual Marketing Outlook Meeting held on September 19, 2023: “We knew domestic travellers would return quicker than those from international markets, and when domestic travellers are considering where to spend their money, the data tells us DC is a top choice. The data also tells us we must continue enticing international travellers to return. With support from the tourism recovery district legislation, we will continue to win back global travellers with higher spending potential. That matters because visitors directly support local jobs and contribute to the quality of life for residents.”
International visitors typically comprise seven percent of total visitation but account for 27 percent of spending, informed a DDC statement. Top international markets included the United Kingdom, Germany, Canada, India, France, Brazil, Mexico (by air), China, South Korea and Australia.
DDC plans to increase its representation in select markets in the next fiscal year, starting with Brazil and Mexico.
“We are excited to bring the ‘There’s Only One Washington, DC’ campaign to India, which was designed with our international markets in mind, as it resonates globally. India is our number three international market for 2022, and we know that investing further via this campaign strategy is critical to successfully increasing India visitation to Washington, DC. We are working alongside our in-market firm, Indiva Marketing, to execute plans that showcase Washington, DC’s unique offerings like the city’s free things to do, world-class dining, arts and culture, parks and more.” said Mr. Ferguson.
Robin A. McClain, CMO, DDC, said, “’There’s Only One DC’ allows us to unapologetically own how fabulous this city is while promoting it. It’s been extensively tested and researched, and the visuals purposefully blend what DC is known for with hidden gems. Through additional funding and a strategy rooted in research with MMGY Global, our advertising agency of record, we’ll reach more potential travellers than ever.”
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