DESTINATION DC
Cherry Blossom Festival X Kings Cross
Consulting alongside MDSG agency, I was presented with the opportunity to raise the profile of DC as a premier travel destination through a captivating and interactive consumer activation. They needed big impact, “wow” moments to grab attention and move the needle on awareness of Washington and show that how much more they are than monumnents. We chose their annual Cherry Blossom Festival as the springboard to do this!
The activation that stopped the commute
This campaign was designed to captivate audiences through immersive, interactive touch points.
We identified King’s Cross as the ideal travel-focused location due to its high footfall of affluent visitors and its historical significance, making it the perfect setting for an eye-catching spectacle.
To transport visitors to Washington DC’s Cherry Blossom Festival, we collaborated with a top London floral installation company. Hours were spent ensuring the cherry blossom trees looked authentic, enhancing the overall experience.
The activation included:
- Large Transvision Screens & Digital 6-Sheets showcased Washington DC attractions.
- Instagrammable Cherry Blossom Installation encouraged social sharing via a stunning floral display and an interactive garden space.
- Interactive Swipe Board allowed consumers to express their Washington DC travel preferences.
- Prize Wheel with branded giveaways & Social Media Competition
- Digital Advertising featured a Time-Out online partnership and strategically placed digital display boards promoting DC’s attractions.
6000
Direct engagements
5200
Web visitors
623,034
OOH impacts
250,000
Social impressions
Snapshots
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