George Washington’s Mount Vernon
Brand activation repositions a D.C. tourism icon
Challenge
Low visitor engagement, limited tourism potential
Despite its place in our country’s history, Mount Vernon, the home of George Washington and our First President, was often written off as “just a mansion” and struggled to stand out in a sea of D.C. must-sees.
George Washington’s Mount Vernon turned to Havit to reposition the historic site as a must-visit destination in the highly competitive D.C. tourism market. The challenge:
- Break through a crowded tourism landscape
- Shift perceptions from static landmark to engaging experience
- Boost interest and increase measurable visits
Solution
Tourism marketing campaign makes history feel current and accessible
Havit developed a bold, creative platform to reintroduce Mount Vernon through the eyes of George Washington, whose identity we also rebranded, giving him a modern voice and approachable identity.
Our campaign, #POTUS1, gave George a compelling narrative that brought history to life and linked visitors at Mount Vernon to his vision for the nation.
Our creative strategy included:
- Audience targeting: Focusing on D.C.-area families, especially moms planning summer activities
- Reframing the narrative: Portraying Washington as a multidimensional figure (a leader, father, innovator)
- Modern voice and identity: Creating a campaign platform #POTUS1 to connect past and present
We started with a simple, provocative question: “What would #POTUS1 say about today’s world?” Letting Washington “speak” in a relevant tone that both educates and entertains. The brand activation included:
- Digital and social media to engage audiences with shareable, modern content
- Broadcast and streaming video to expand reach through visual storytelling
- Metro digital signage and bus wraps to maximize visibility in high-transit areas
- Experiential elements to reinforce the campaign identity and brand recall
The creative leveraged the cultural and political environment in a non-partisan, engaging way, making history feel timely and worth experiencing.
Impact
Experience-led creative cuts lead costs 70%
The #POTUS1 campaign delivered across awareness, engagement, and conversion — at scale.
In year-over-year results:
- Cost per conversion decreased by 73%, going from $62.14 to $16.96
- Social media cost of acquisition improved by 93%, going from $257.04 down to $19.09
- Overall, lead acquisition costs dropped by 70%
Beyond the numbers, the campaign made history of its own, repositioning Mount Vernon as a must-see destination and experience, proving what happens when bold creative strategy meets smart execution.
