Destination DC (DDC), the official destination marketing organization for Washington, DC, is appointing MMGY Global as its new AOR following a review. The incumbent agency was MDB Communications.
MMGY's remit includes media buying and planning. DDC's in-house creative team continues to design all advertising assets that will be utilized throughout digital, print, television and out-of-home placements, complemented by paid social media and search.
The current creative umbrella campaign is "DC Cool" that highlights both unheralded and well-known adventures.
The campaign's next "Discover the Real DC" phase will be used to promote spring travel beginning Jan. 1, 2019. DDC will work with MMGY to leverage a budget of $4.1 million to strategically drive seasonal travel in target markets including the Philadelphia, New York, Chicago, Los Angeles and Richmond DMAs.
DDC previously worked with MMGY Global as the developer to relaunch washington.org, its official visitor website, in spring 2016. Page views increased more than 300% when applying personalization tactics including seasonal content embedded campaigns, homepage embedded campaigns and site-wide pop-ups.