OUR WORK
Discover The Real DC - Activation
BRIEF
Client: Destination DC
Campaign: Discover The Real DC – Trade & Media Activation
Target Audience: Australian and New Zealand travel trade and media
To strengthen Washington, DC’s presence in Australia and New Zealand, Destination DC, in partnership with Kimpton Hotel & Restaurant Group and United Airlines, delivered immersive trade and media events in Auckland and Sydney. The objective was to showcase DC’s distinct neighbourhoods, culture, and lifestyle, while reinforcing long-term commitment to both markets.
Over 100 travel industry and media guests attended the events, which were hosted at HI-SO Auckland and Ovolo Woolloomooloo, venues chosen for their ability to authentically replicate the character and energy of Washington, DC neighbourhoods.
Discover The Real DC – Trade & Media Activation
IDEA
The concept behind Discover The Real DC was to bring Washington, DC to life by recreating the destination’s neighbourhood feel through multi-sensory experiences.
Interactive DC neighbourhood stations were featured throughout each venue, including live DC-inspired DJs, an arcade basketball shooting hoop, a cherry blossom photo booth, a live graffiti artist, and curated food and beverage stations highlighting local DC flavours.
The events were chaired by Elliott L. Ferguson, President and CEO of Destination DC, who reinforced the organisation’s continued investment in the Australian and New Zealand markets and acknowledged the vital role of travel agents in driving visitation through co-operative marketing partnerships.
To further incentivise engagement, one travel agent from each city won a prize trip to Washington, DC, including return economy airfares on United Airlines and accommodation at the Kimpton Carlyle Hotel.
RESULTS
Trade and media events delivered in Auckland and Sydney
Engagement with 100+ travel industry and media attendees
Strong positioning of Washington, DC as a neighbourhood-driven destination
Reinforced commitment to the Australian and New Zealand markets
Two travel agents awarded prize trips to Washington, DC
Strengthened partnerships with United Airlines and Kimpton Hotels
