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Tourism Marketing Washington

Destination DC targets staycation visitors with ‘Stay Local’ campaign

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By John Glenday, Reporter

November 25, 2019 | 2 min read

Destination DC, the official, marketing organisation for the US capital, is setting its sights closer to home for its latest advertising campaign by prioritising the staycation market over international visitors.

Destination DC

Destination DC targets staycation visitors with ‘Stay Local’ campaign

Stay Local DC promotes a raft of guides, deals and discounts to entice residents to avoid the travails of long-haul travel in favour of a multitude of arts, culture and leisure offerings right on their doorstep.

Running through to February the digital-only campaign is designed to jump-start overnight stays at a time when most hotels are at their quietest, prompting the switch in tack to target weekend and day visitors.

The campaign will take the form of a micro-targeted campaign at specific zip codes located within a one-hour radius of Washington DC via email, interactive digital and video units, paid search and paid social posts. At the heart of this charm offensive will be three 30 second videos succinctly communicating all that the city has to offer.

Elliott L. Ferguson, II, president and CEO of DDC, commented: "The beauty of Stay Local DC is it shows off how easy it is for locals to become visitors to our world-class city.”

Among the listed perks of a DC stay is the ability to ride an electric scooter on the sidewalk, Michelin starred restaurants and enough museums – sufficient to elevate Washington DC to second place internationally in a Lonely Planet visitor guide for 2020.

Destination DC has previously partnered with WeChat to run a 'City Experience Mini Program' across the US.

Tourism Marketing Washington

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