DC's New Destination Marketing Campaign Powers Up With Major Spring Events and Openings

WASHINGTON, April 10 /PRNewswire-USNewswire/ -- As DC prepares to welcome two major new attractions, high-profile conventions and even a visit from the Pope this month, Destination DC, the city's official convention and tourism corporation, is taking its new marketing campaign to the streets to spread awareness for its exciting new brand and catchy invitation to "Create your own Power Trip." Using guerilla marketing tactics such as video trucks, street teams and branded pedi-cabs, Destination DC plans to capitalize on popular events like the National Cherry Blossom Festival Parade and the grand opening of the Newseum to invite visitors to create their own power trips, and to invite residents to share their DC insider tips with travelers from around the world.

"This weekend is really just the starting point," said Bill Hanbury, CEO, Destination DC. "When you look at what's going on in DC this month: the grand opening of the Newseum, the National Cherry Blossom Festival, two major conventions and the city's first Papal visit in more than 30 years -- you begin to appreciate what a powerful time it is for our city, and what a great time it is for our new destination brand to really build momentum."

DC's power-packed spring line-up kicks into gear this month with headline-grabbing happenings:

-- The seven-level, 250,000 square-foot Newseum opens its doors on Pennsylvania Avenue on Friday, April 11, while the Library of Congress unveils its new multimedia visitor experience on Saturday, April 12. They're just in time to catch the attention of the 3,400 media professionals who will gather in DC for NEXPO, the joint meeting of the Newspaper Association of America and the American Society of Newspaper Editors, April 12 through 16. All three presidential candidates are expected to address the group, whose quadrennial meeting will generate 19,000 hotel room nights and $4.7 million in delegate spending.

-- DC's international side shines through as the city gears up to welcome Pope Benedict XVI April 15-18 during his first Papal visit to the U.S. While the April 17 Mass at Nationals Park will be limited to 46,000 ticket holders, organizers expect thousands more to descend on the District for a glimpse of the Pope. It happens on the heels of the National Cherry Blossom Festival, whose parade steps off on Saturday, April 12 at 10 AM, and the IMF and World Bank Group's 2008 Spring Meetings, April 12-13, which will attract 7,400 attendees, representing 12,000 hotel room nights and $5.1 million in delegate spending. It's also the perfect prelude to Passport DC, a celebration of international culture running May 3-17, featuring open houses and cultural events at more than 55 embassies and international cultural centers in the District.

-- As the Nationals take the field in their new, environmentally-friendly baseball stadium , DC is preparing to host one of the largest Earth Day celebrations in its history as the Green Apple Festival brings Jordin Sparks, The Roots, will.i.am, Ne-Yo, Doug E. Fresh and DC's own Thievery Corporation for a concert on the National Mall on April 20.

-- Major advertising will break along the East Coast in May, inviting travelers to "Create your own Power Trip" in DC. Travelers can look for television spots in New York, Pittsburgh and Raleigh and print advertisements in titles like Conde Nast Traveler, New York Times, Black Enterprise and Saveur. Online partnerships with Travelocity and TripAdvisor will also launch next month.

Destination DC launched its new brand and $2 million integrated marketing campaign on April 2, inviting travelers to tap into the power that defines the city to create their own power trips. A new look for the organization's website, Washington.org, was unveiled immediately, with new interactive features and experience-driven content. Ads began appearing shortly after the announcement in and around DC. On Saturday, Destination DC will send a fleet of branded "Flower Power" pedi-cabs to the Tidal Basin and parade route and "Power Play" pedi-cabs to Nationals Park. In the evening, a video truck will travel DC's popular nightlife circuit between downtown, U Street and Adams Morgan, playing the commercials.

For more details, visit destinationdc.com/pressroom.