Washington, D.C., Asks Travelers To Create Their Own Power Trip

The nation’s capital is launching a new $2 million brand campaign, which invites travelers to “Create Your Own Power Trip.” The strategy, in partnership with Destination DC, the official convention and tourism corporation for the city, was outlined by Mayor Adrian Fenty: “Create your own power trip is our new call to action,” Fenty said. “It literally and figuratively takes the power of the city and puts it into the hands of the traveler. DC may be seen as a government town, but tourism is our industry. The city has invested billions of dollars in new museums, restaurants, neighborhood development and a baseball stadium in the past few years. By working strategically to promote our city, we can introduce travelers to the energy that’s created here and generate more economic development for DC.”

The city’s new campaign includes two 30-second TV commercials, designed to appeal to families and “urban explorer,” which will begin running this month, and in May in such markets as New York, Pittsburgh and Raleigh. Print ads will also be another component and will focus, too, on the theme of power.

Fifteen million visitors visit the District each year, spending more than $5.2 billion. Visit www.destinationdc.com. (DE)

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