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New D.C. Slogan Offers 'Power Trip' to Tourists

20080402-powerplay.jpgPROMOTIONAL SLOGANS are funny. They're simple turns of phrase meant to engender positive feelings about something they rarely describe with any accuracy. They often signify nothing, but mean everything to those looking to sell a place, a thing or an idea.

All of the above is meant to prepare you for the District's new slogan aimed at tourists, which was just announced this morning. It's "Create Your Own Power Trip."

According to a press release from Destination DC, the group formerly known as the Washington, DC Convention & Tourism Corporation (the new moniker is "shorter, snappier" says the group's Web site. Uh, yeah.), the new slogan is "based on the city's first comprehensive brand strategy," which involves "launching a $2 million integrated marketing campaign, which includes television, online, print and outdoor advertising and guerilla marketing."

"Guerilla marketing" always makes me think of guys in masks and football-player face paint jumping out and shouting slogans at unsuspecting passers-by. But that's probably not what they have in mind.

"'Create Your Own Power Trip' is our new call to action," Mayor Adrian Fenty said of the slogan, according to the press statement. "It literally and figuratively takes the power of the city and puts it into the hands of the traveler."

Hold the phone. Does the new slogan mean regular ol' tourists can snag a seat in Congress? A cube at the Department of Labor? A just-outside-the-Oval perch at the White House?

Maybe a place on the Metro board? Anything? I'd totally stay in a hotel or buy a "Witness Protection Program" T-shirt from a dude on the street if I could get in on some of that action. Might the mayor be overpromising just a smidge there?

The rest of Fenty's statement makes a little more sense:

D.C. may be seen as a government town, but tourism is our industry. The city has invested billions of dollars in new museums, restaurants, neighborhood development and a baseball stadium in the past few years. By working strategically to promote our city, we can introduce travelers to the energy that's created here and generate more economic development for D.C.
You should start seeing ads like the one pictured here in local publications like The Post. Destination DC has also partnered with Web sites including Travelocity, TripAdvisor, Gothamist and DCist, the press release says.

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COMMENTS (3)

  • That's the perfect slogan for DC. There's so much pomposity in this town that I'm surprised there isn't a hat tax. At least now we're marketing it.

    If you'll excuse me now, the barista is trying to get my attention and I can't hear her over my iPod.

    By AUA , Posted April 2, 2008 1:39 PM

  • I like how Fenty works in a plug for his parents' store into it.

    By Gunnar , Posted April 3, 2008 10:12 AM

  • Yeah, I was going to say what Gunnar said. Is it ethical for the Mayor to use this campaign to plug his parents' store? Is this campaign financed with public or private money? If it is public, I do think this is a little unethical for Fenty to get the free advertisement for his parents.

    Not the worst form of corruption in the world, of course, but a little untoward.

    By Reid , Posted April 3, 2008 1:33 PM
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