OUR WORK
Today Show Live from Washington, DC
BRIEF
Client: Destination DC
Campaign: Live Broadcast Integration with The Today Show (Australia)
Target Audience: Australian consumers
On behalf of Destination DC, Canuckiwi was tasked with securing a high-impact broadcast opportunity in the Australian market. The objective was to showcase Washington, DC to a mass consumer audience by integrating the destination into a trusted, high-rating media platform, while also driving immediate conversion through a retail travel partner.
Live Broadcast Integration with Washington, DC
IDEA
Canuckiwi pitched Australia’s most-watched morning television program, The Today Show, to broadcast live weather and travel segments from Washington, DC as part of a broader North American visit. The proposal positioned DC as a must-visit destination by highlighting its iconic landmarks, vibrant neighbourhoods, and unique experiences through live, on-location storytelling.
Over two consecutive days, The Today Show delivered four hours of live broadcast content from Washington, DC:
Day 1: Filmed from the National Mall, showcasing DC’s most recognisable monuments and cultural icons
Day 2: Broadcast from The Wharf, one of DC’s newest waterfront neighbourhoods, highlighting the city’s evolving food, entertainment, and lifestyle scene
The campaign was supported by an integrated social, digital, and call-to-action partnership with Flight Centre, who developed custom point-of-sale travel packages. These offers were promoted during the live broadcasts, linking destination inspiration directly to bookable product.
RESULTS
Four hours of live, on-location national broadcast exposure in Australia
Washington, DC positioned as both an iconic and contemporary US destination
Custom Flight Centre packages promoted live on air, driving immediate consumer consideration
USD $364,000+ in earned media value generated from the broadcasts
