DC Ditches Glory for Power

Capital ditches 'American Experience' for new tourism slogan
By Will Font,  Newser User
Posted Apr 3, 2008 8:15 PM CDT
In a bid to boost tourism revenue, Washington DC has been rebranded with the slogan "Create Your Own Power Trip."   ((c) jiashiang)
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(Newser) – "The American Experience" hasn't been the come-on Washington officials hoped, Portfolio reports, and DC's tourist board hopes to change that with a new campaign: “Create Your Own Power Trip." With a stumbling economy projected to eat into the US capital's 15 million in annual tourism, the city decided a rebranding was needed to keep up with the competition.

Following the lead of Las Vegas and New York, both of which recently upped their tourism spending, the slogan facelift paints Washington as a destination for the power-hungry—families touring monuments and hip, young travelers. Still, its $3 million tourism budget is dwarfed by Vegas' $83 million outlay, Orlando's $68 million and New York's $45 million.