When Destination DC appointed Canuckiwi to manage their trade representation in Australia and New Zealand, the city already had market presence, but opportunities existed to broaden product development. The goal was to inspire longer stays, improve product diversity, and integrate Washington, DC into key East Coast USA itineraries.

Our approach began with a review of existing DC product in-market to identify growth opportunities. From there, we strengthened Destination DC’s product strategy by working closely with trade partners—activating relationships through collaborative marketing initiatives and targeted in-market support.

This project was driven by a three-pronged approach:

• Trade partnerships: Engaging directly with key operators to build and refine product offerings tailored to the Australian and New Zealand markets.

• Marketing co-ops: Ensuring paid co-op campaigns included product development elements, such as new landing pages, packages, and evergreen content that extended campaign impact.

• Leveraging consumer campaigns: Integrating call-to-action partners into consumer marketing efforts, providing advertising exposure for partners while generating bookable content for Destination DC.

By embedding product development into every marketing conversation, campaigns delivered dual value: immediate consumer awareness and long-term, sustainable product growth.