Against the backdrop of DC’s countless museums and attractions, we needed to grab tourists’ attention, create interest and measurably increase visits to Mount Vernon – which was often perceived as ‘just a mansion’.
Focusing on DC-area moms who organize family activities, we shifted perceptions beyond the ‘mansion’ to a full experience that would bring our first President to life. Soldier, farmer, distiller, statesman, husband and father – our goal was to make him human and give him a modern voice and identity as #POTUS1. We started by asking, “What would #POTUS1 say about today’s world?”, and then we let George do the talking!
We took advantage of the lively political climate so George could comment – in a non-partisan way, of course – on how the world had changed since he left office. We let George educate, entertain and put a smile on the faces of our target audience. Our multichannel approach cost-effectively reached our audiences across broadcast, out-of-home, print, digital display and social media.
Year-over-year attendance rose by 6,000 visits and the campaign drove down the cost of new visits by 300%. Facebook ticket acquisition costs went from $257 to $19. And #POTUS1 merchandise became a best-seller and a new revenue source for Mount Vernon.