Destination DC Kicks-Off Summer Travel Promotion #WeGotThis with Multi-Platform Campaign
(Washington, DC) … Destination DC, the official marketing organization for the District of Columbia, kicks off the summer travel season with its largest-ever seasonal marketing campaign featuring a new tagline, #WeGotThis.
“#WeGotThis embraces the spirit of our ongoing DC Cool campaign. It’s our way of saying ‘DC has it all’ from affordable hotels and free museums to unique outdoor recreation and amazing cuisine,” said Elliott L. Ferguson, president and CEO of Destination DC. “We’re talking summer vacations, so we’re having fun – even as our marketing breaks new ground. To our knowledge, no other destination has ever launched an emoji app in support of a social marketing campaign.”
Destination DC’s Emoji DC app was created in-house and can be downloaded for free. Each emoji sticker telegraphs the familiar attractions as well as authentic neighborhood experiences. The digital pictograms, for example, include the DC flag, popular memorials and monuments, the new Metro 7000-series railcar, the Smithsonian Castle as well as the Friendship Arch at Gallery Place and Georgetown’s gold-domed Farmers and Mechanic Bank.
“It’s exciting to see visitors and locals using our images to say, ‘I want to go here’ and ‘here I am,’” said Robin McClain, vice president of marketing and communications for Destination DC. “With a big opportunity to extend our DC Cool campaign this summer, Emoji DC helps us connect with consumers in a new and engaging way.”
The DC tourism office’s summertime messaging is distributed across four distinct platforms: the bureau’s first 30-second television commercial for cable television (currently airing in three major feeder markets: New York City, Boston, Philadelphia); a print campaign extending to and beyond the northeast corridor to reach influencers in Chicago and Los Angeles; a robust digital buy; and the landmark mobile addition: emoji.
The commercial can be viewed on washington.org. The free, downloadable emoji stickers are available on Google Play and the App store by searching “Emoji DC.” All 24 tap-and-paste images are compatible with standard text messaging platforms as well as Skype, WhatsApp, Line, and WeChat. The emoji can also be uploaded to social media platforms like Twitter and Facebook. Destination DC worked with Swyft Media to license the platform.
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About Destination DC: Destination DC, the lead destination marketing organization for the nation’s capital, is a private, non-profit membership organization of more than 850 businesses 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. Destinationdc.com.
Kate Gibbs, 202-789-7072