WASHINGTON, DC: THE AMERICAN EXPERIENCE

ABOUT

Washington, DC: The American Experience was a transformative marketing slogan and campaign strategy that repositioned the Nation’s Capital as a leisure destination for visitors and locals alike, telling the city’s positive story in a way that spoke foremost to, for, and about the people who lived there. While showcasing the federal monuments and museums for which Washington, DC is widely known, the campaign vigorously marketed the city’s hometown restaurants, shops, cultural landmarks, and residents as star attractions. 

Through magazine spreads and television ads, strategic alliances, and sponsorship deals, the American Experience campaign linked the interests of residents to those of tourists. Traditionally, most visitors spent their days on the National Mall, never venturing into the city. At night, they retreated to Maryland or Virginia hotels so that their spending boosted the coffers of only the Federal government or suburban municipalities. DC rarely saw those visitor dollars. 

The DC Committee to Promote Washington set out to reverse that trend by mounting a campaign that compelled travelers to sample DC’s hotels, restaurants, and culture, and enticed locals to discover the incredible attractions in their own backyard. The campaign also helped lure overseas travelers who sought a visitor experience with America’s history and style. 

The American Experience helped bolster national image and local pride for Washington, DC, and served as the engine for the DC Committee to Promote Washington’s marketing work that generated $93M per year in city revenues.