January Third

Destination DC

Tourism Recovery Campaign

Integrated Ad Campaign

A tourism marketing campaign for the nation's capital.

During the pandemic, DC tourism was hit harder than almost any city in the country. When it came time for the recovery marketing campaign, January Third was honored to be selected out of 25 agencies to design a campaign to bring tourism back to the city, in partnership with the Destination DC team and MMGY as the media agency.

Focusing on drive markets (tourists within just a few hours' drive from DC) the team at January Third created a compelling campaign idea: these folks know Washington. But if they've only been here for school field trips, they haven't experienced the real DC that we all know and love.

The :30 Spot

The Team

We wanted to work with as many local creatives as possible, so we assembled a talented team of local folks to bring this campaign to life. The entire January Third team lives in the DC area, and the crew was all local, too. Type was designed by Tre Seals, a local type designer who modeled the letterforms after civil rights rally posters. Photography is by Jared Soares, a local photographer. Music for the spot is by local band The Funk Art, and locally beloved go-go band EU made a special appearance, too.

Washington DC Ad Campaign by January Third20210511_DestinationDC_01581
Washington DC Ad Campaign by January Third
Photography for Ad CampaignPhotography for Ad Campaign
Photography for Ad Campaign
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