Washington, DC Place Branding

Washington, DC needed to shed its previous reputation, and turned to Cundari to reposition it as a thriving cosmopolitan centre. We worked with three area Business Improvement Districts (BIDs), as well as a multi-stakeholder task force, led by the Washington Convention and Tourism Corporation (which we renamed Destination DC) and the Washington Convention Center Authority, to rethink the DC story on a number of fronts: tourism, meetings and conventions, commercial development, attracting investment and community engagement. From our findings, we created a new creative campaign theme around the notion of “Power.” By developing a place brand that could be co-opted by various stakeholders to make it relevant for a multitude of target audiences, we helped Washington, DC achieve a real and meaningful transformation and attract businesses and visitors in record numbers.