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.
