“The Arts District" is a five-part video series highlighting Washington, DC’s thriving arts and culture scene. The goal of "The Arts District" is to reach both locals and potential visitors in our target markets who display an affinity for the arts and may be influenced to travel to the District.
Based on qualitative and quantitative consumer research, we’ve identified eight groups of travelers most likely to consider Washington, DC for leisure vacations, one of which is "Eclectic Cultural Travelers"—consumers specifically interested in exploring a destination's arts and culture offerings. "The Arts District" video series and its companion digital content specifically targets these travelers through placements in key markets: Boston, New York City, Philadelphia, Baltimore, Richmond, Atlanta, Chicago and Los Angeles.
As proven in our research, consumers perceive the top domestic destination for the arts to be New York City. The greatest challenge we face as a destination targeting potential visitors within this niche interest group is overcoming this perception and proving that Washington, DC is a top-tier destination for the arts. "The Arts District" series tackles this challenge by connecting visitors to artists who have chosen to make their career in Washington, DC because of the diverse opportunities available to them, both as arts practitioners and enthusiasts.
The Arts District video series was distributed in a variety of different outlets, but predominantly through a partnership with Vox Media. Our primary goal was to exceed Vox’s VCR (video completion rate) and RCS (reaction/comment/shares rate) benchmarks in order to drive consumers to relevant arts and culture content on washington.org. This video delivered on the goals with a completion rate of 5.93% and a RCS rate of .19%—12% higher than Vox’s short-form branded content benchmark and 22% higher than their social RCS benchmark.