Discover the Real DC
BACKED BY RESEARCH
In spring 2018, I worked closely with Destination DC’s research manager and destination research company, Destination Analysts, to conduct extensive qualitative and quantitative consumer research to identify the travel motivations of those most likely to consider Washington, DC for leisure trips. Here’s what we learned: while travelers still want to check-off the bucket list activities like visiting monuments and memorials, more and more visitors are interested in experiences that illuminate the real essence and culture of a city. With my strategy behind Discover the Real DC, I aimed to address these shifting priorities.
Role: Research co-lead
Campaign strategy
Discover the Real DC launched in January 2019, applying a data-based, digital-forward strategy targeting travelers in Philadelphia, New York City, Chicago, Baltimore, Richmond, Boston, Atlanta, and Los Angeles. The media mix included fewer traditional print ads and more high-impact display units, native content, custom email blasts, paid search, paid social posts and social influencer programs. This digital-forward strategy allowed us to target the specific traveler-types identified in our consumer research by choosing placements and designing creative specifically tailored to individual travel motivations and interests.
Role: Marketing strategy
photography
Imagery for Discover the Real DC was captured through the lens of award-winning local photographer and anthropologist, Joshua Cogan. Each image speaks directly to a traveler-type and corresponding travel motivation—whether we’re engaging Foodies with a fiery shot of Michelin-starred Maydan or exciting Family Travelers with a family-fun photo of the Blossom Kite Festival. Here are a few samples of these images in layout.
Role: Creative direction of photography and ad layouts
Accolades: These original four campaign images were awarded a 2020 Silver Addy for Black & White/Color/Digitally Enhanced—Campaign
video—commercial
Discover the Real DC is brought to life in video in several ways, including a minute-long campaign video and :15 and :30s commercials narrated by local mural artist, Aniekan Udofia. All video content drives potential visitors to relevant, interest-based landing pages on washington.org where they can begin trip-planning and book travel.
Role: Ideation, creative direction
Accolades: 2020 Silver Telly for Online Commercial: Travel/Tourism
video—SERIES
The Real DC is a water town. The Real DC is a maker community. The Real DC is green, it’s international, it’s creative. Our new video series, created in partnership with local storytellers, Emic Films, encourages viewers to Discover the Real DC through the lens of five DC residents with five different perspectives on what makes this city unique.
Featured hosts: Trey Sherard, a biologist and guide with the Anacostia Riverkeeper organization; Christylez Bacon, a contemporary hip-hop artist, born and raised in DC; Melanie Choukas-Bradley, a naturalist who made her career exploring the depths of Rock Creek Park; Abai Schulze, a young woman bringing Ethiopian culture to life in DC through her store, ZAAF Collection; and Alex Laufer and Sandy Wood, co-founders of local craft distillery, One Eight Distilling.
Role: Ideation, creative direction
Accolades: 2020 Silver Telly for Promotional Branded Content
OTHER CREATIVE EXECUTIONS
In addition to print ads, :15s and :30s commercials and episodic video, the creative team brought Discover the Real DC to life through HTML5 digital ads—a new skill developed in 2019—static digital ads and unique out-of-home placements. Below are a few.
Role: Art Direction
PERFORMANCE
In its first year, Discover the Real DC saw an increase in recall rate over our 2018 campaign, growing from an average 40.5% to between 44% and 57%, depending on the traveler persona targeted. On washington.org, paid media efforts were responsible for approximately 600,000 unique visits. The campaign also produced a positive ROI for the District: $3.03 in taxes for every $1 spent on the campaign, compared to $2.90 in 2018.