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WCTC touts D.C. as a ‘National Treasure’
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George Washington’s mansion in Mount Vernon is part of a tour that highlights the Washington-area sites featured in the film “National Treasure 2: Book of Secrets.”
WASHINGTON (Map, News) - Client: Walt Disney Co.
Job: To partner with the company to promote both “National Treasure 2: Book of Secrets” and the District of Columbia as a tourism destination.
Agency: Washington Convention and Tourism Corp.
Theme: “Trails to Treasure.”
The concept: The group created a tour that highlights the Washington-area sites featured in the film, including Mount Vernon and the Library of Commerce, promoting it through print ads, the Internet, contests and discounts.
The plan: The team designed a Web site that outlines the tour and spots. WCTC offered getaway packages coinciding with the campaign’s theme, as well as contests in which people can enter to win a trip to
Washington.
The group is conducting events and promotions associated with the movie’s national opening as well as its later opening dates overseas, trying to attract international visitors to the capital. WCTC teamed up with the Washington Metropolitan Area Transit Authority, which helped it produce a brochure and displayed advertisements for the promotion in Metro stops and trains. WCTC also paired with the Rapid City (South Dakota) Convention & Visitors Bureau to help it promote Mount Rushmore.
Creative team: Victoria Isley (senior vice president of marketing), Rebecca Pawlowski (director of marketing), Jessie Harris (graphic design), as well as partners at Disney, Rapid City Convention and Metro.
Background: The WCTC is a private, nonprofit organization that promotes the District as an area for conventions, tourism and special events. The group emphasizes D.C.’s arts and cultural offerings.
Working on next: WCTC will move on to the international arm of the “National Treasure” promotion. In the spring, it will begin work on a rebranding campaign for the District.
melissa.frederick@dcexaminer.com
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
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Examiner Reader said:
Get some of the crime issue solved too
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
355 agree | 265 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
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Examiner Reader said:
nice stuff! great campaign.
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Examiner Reader said:
hog wash!
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