E le karolo ea Beke ea Naha ea Maeto le Bohahlauli, Destination DC, kopano ea semmuso le koporasi ea bohahlauli bakeng sa motse-moholo oa naha, e phatlalalitse lets'oao le lecha la mebaraka le nang le mekhahlelo e mengata le shebaneng le baeti ba libaka, malapa le bafuputsi ba litoropong. E etselitsoe ho matlafatsa maeto a lehlabula ho ea DC, letšolo lena le kopanya lipapatso tsa khatiso, marang-rang, libaesekopo le thelevishene, hammoho le tšebelisano-'moho le lihlahisoa tsa bareki le lifilimi, ho thusa baeti ba nang le maikutlo a bohlokoa ka ho shebana le libaka tsa mahala tsa DC, mekete e monate, le. lihotele tse chesang.
Destination DC e hlalositse letšolo la eona la lehlabula la 2009 nakong ea ketsahalo ea sechaba e neng e tšoaretsoe kajeno ho tlotla Letsatsi la pele la US Travel Rally Day. Phatlalatso nakoana kamora hore US Travel Association e lokolle ponelopele ea eona ea maeto a lehlabula, e bonts'a phokotseho ea liperesente tse 2.2 tsa maeto a phomolo a lehlabula ha a bapisoa le lehlabula la 2008.
"Baeti ba batla litšebelisano tse ntle lehlabuleng lena, 'me ho na le litekanyetso tse ngata tse ntle tse lokelang ho ba teng DC," ho boletse Bill Hanbury, mopresidente le CEO, Destination DC. “Ka libaka tse ngata tse khahlang tsa mahala le mekete e monate, ho na le matla le nyakallo ho pholletsa le toropo. Re sebelitse le balekane ba fapaneng ho theha lipapatso le liketsahalo tse monate bakeng sa baeti ba nang le lithahasello tse fapaneng.
Maiteko a lehlabula lena a thehile lets'olo le atlehileng la "matla" le thakhotsoeng ke Destination DC nakong ea selemo se fetileng. Melaetsa ea boiqapelo e memela baeti ho ba le boiphihlelo ba "nakong ea DC feela" - ho tloha litsing tsa pokello ea nalane, liemahale le lihopotso tse haufi le jarete e ka pele ea Amerika ho ea libakeng tse chesang tsa boahelani ka mor'a ntlo ea DC. Letšolo la ho bapatsa la 2008 le hlahisitse hoo e ka bang 3 ho 1 ho khutlisa matsete a lidolara tse ncha tsa lekhetho, ho latela phuputso e ikemetseng e entsoeng ke Destination DC ka bolebeli bo tsoang Ofising ea Ofisiri e Moholo ea Lichelete Seterekeng sa Columbia.
Ka ho buisana le mecha ea litaba ea naha le ho sebelisana le lihlahisoa tsa bareki, Destination DC e fumane chelete e eketsehileng ea US$5.6 milione ka boleng ba ho pepeseha, ho phahamisetsa matsete a eona a ho bapatsa a $1.6 milione ho lets'olo la US$7.2 milione. Lenaneo la ho bapatsa la Destination DC le matlafalitsoe ke matsete a US$750,000 ho tsoa ho Lekhotla la Setsi sa Kopano sa Washington. Letšolo le litšebelisano tsa papatso li etselitsoe ho hokahana le bafuputsi ba litoropong, baeti ba malapa, bafuputsi ba litoropong, le batho ba ratang nalane limmarakeng tse kholo tsa tikoloho joalo ka New York, Philadelphia, le Raleigh.
Ho lebisa tlhokomelo ho baeti ba malapa, Destination DC e sebelisana le lihlahisoa tsa naha tsa Post Cereals le Kraft Foods ho keteka karolo ea linaleli ea toropo ho "Night at Museum: Battle of the Smithsonian" ea Twentieth Century Fox. Ka ho sebetsa le Metro, Destination DC e thehile microsite e tloaelehileng, Washington.org/night, le bukana e totobatsang libaka tsa DC le lihlooho tse amanang le tsona tse hlahang filiming, hammoho le liphutheloana tsa lihotele tse nang le lihlooho le mananeo a khethehileng a mantsiboea.
Li-Foodies le malapa a ka lebella ka thabo beke ea pele ea toropo ea Cookie + Gourmet Kids' Restaurant Week(TM), e tšehelitsoeng ke Destination DC. Nakong ea papatso ea la 13-21 Phuptjane, malapa a ka natefeloa ke lijo tsa bana le li-menu tsa litheko tse sa fetoheng ho tse ling tsa lireschorente tse tsebahalang haholo tsa DC.
Destination DC e tla boela e qale litšebelisano tsa marang-rang le Travelocity, American Express, le Ebonyjet.com. Travelocity e tla tsamaisa ts'ebetso ea June sebakeng sa marang-rang e tšehetsoeng ke lipapatso tsa khatiso tse tsamaisoang sebakeng sa Wall Street Journal le USA Today, ho bokella maikutlo a limilione tse 2, le letšolo la marang-rang le khothalletsang liphutheloana tsa "Staying Power" ka July le August, tse hlahisang maikutlo a limilione tse 3.5.
Ka tšebelisano 'moho le American Express, Destination DC e bokelletse limpho tse ikhethileng tsa litho tsa karete, tse tla khothaletsoa ka liteishene tse kang americanexpress.com le li-imeile le liphatlalatso tsa cardmember, hammoho le liteishene tsa Destination DC, tse lebisitseng baeti ba phomolo le likopano. Beng ba karete ba ka nka monyetla ka litheolelo tse ikhethileng joalo ka litekete tsa 2-for-1 ho Open Top Sightseeing, hammoho le litheolelo le litefiso tse ling.
E le ho lebisa tlhokomelo ho baeti ba bacha, ba ratang boithabiso ba Maafrika-Amerika, Destination DC e sebelisana le EbonyJet.com ho hlahisa mocha o ikemetseng oa marang-rang o bontšang libaka le lihlooho tse thahasellisang ho Maafrika a Amerika a batlang setso ha a etela lehaeng la tsamaiso e ncha ea Obama. . Sebaka sa marang-rang, se nang le litaba tsa video tse ikhethileng le maeto a tataisoang a libaka tse hlahisitsoeng, se lebelletsoe ho qala ho elella bofelong ba Phuptjane.
SEO U LOKELANG HO SE NKA HO SEHLOOHO ENA:
- The 2008 marketing campaign generated nearly a 3 to 1 return on investment in new tax dollars, according to an independent study fielded by Destination DC with oversight from the Office of the Chief Financial Officer of the District of Columbia.
- Designed to boost summer travel to DC, the campaign combines print, online, in-movie theater and television advertising, along with creative partnerships with consumer products and films, catering to value-minded travelers by focusing on DC’s free attractions, fun festivals, and hot hotel deals.
- To target family travelers, Destination DC is partnering with national consumer brands Post Cereals and Kraft Foods to celebrate the city’s starring role in Twentieth Century Fox’s “Night at the Museum.
