Destination DC

DC Cool

Goal

Destination DC wanted to attract to Washington conventional visitors who’d be open to unconventional experiences. The ideal campaign would reveal the endless activities outside of touring monuments and sightseeing.

Solution

Washington, DC offers a wide range of activities across various interests, including dining, arts & entertainment, and outdoor adventures. In an effort to build awareness of all DC has to offer, City/Studio created compelling content around key events and happenings and distributed it in a native ad campaign on phillymag.com.

Content targeted specific audience segments, such as knowledge seekers, urban explorers, family excursionists, and the LGBT community. Topics were not only event focused but also provided readers with new ideas for a themed weekend trip (girls weekend) or date night. This lifestyle content appealed to everyday phillymag.com readers and turned their attention to another city only a couple hours away.

Destination DC’s success with this campaign has brought them back to the content series for three consecutive years. City/Studio has had the opportunity to expand the campaign into interactive quizzes, providing even more engagement with the Philadelphia audience.