Proof Integrated Communications

Range of Work

• Market Research
• Messaging
• Branding & Identity
• Digital Design & Development
• Television & Video Production
• Print Collateral
• Multi-Country Events

SITUATION

In 2007, Washington, DC, was poised to enter the crowded and competitive tourism market with a new campaign. Las Vegas had introduced the now-iconic “What Happens In Vegas Stays In Vegas” about two years before, and New York City, New York State, Miami, Orlando, Louisiana, Montreal, and Massachusetts were all talking in the marketplace with new voices and new campaigns. How could Washington, DC, break through the clutter? And how could the city reach its most important audiences, vacationing families, day-tripping “urban explorers” and “knowledge seekers” along the Northeastern rail corridor?

STRATEGY

Our team discovered that for visitors to Washington, DC, it was all about the power—in fact, Washington, DC is the Ultimate Power Trip. We used innovative “power” word pairings in creative headlines with evocative visuals that captured and brought the idea to life. Using the power theme, the creative team produced four print ads: “Seat Of Power” featuring the Lincoln Memorial, “Soul Power” featuring DC’s vibrant music scene and nightlife, “Fire Power” featuring the Independence Day fireworks, and “Power Play” featuring Rock Creek Park. We also produced two 30-second television spots, one of which featured DC’s photogenic young mayor, Adrian Fenty, who pointed out that the $5.24 billion tourism industry generates more than $560 million in tax revenues for the city.

RESULTS

The integrated campaign was launched with public relations exclusives with The Washington Post and CNN’s morning news show. Print advertising continued into the summer in such magazines as The New Yorker, Conde Nast Traveler, Gourmet, Black Enterprise and more. An equally well-targeted television campaign continues on such cable networks as The History Channel, A&E, Bravo, Comedy Central and more. Online advertising and keyword search, as well as guerilla marketing tactics were also part of the overall advertising and integrated marketing plan developed for the client. Visitor traffic increased from 16.2 million in 2007 to 16.6 in 2008. In 2009, as tourism dropped significantly around the world, visitors to Washington, DC still remained above 2007 levels at 16.3 million. (Source: D.K. Shifflet’s Destination Performance Index).