Opportunity
In one of the most historically dense regions in the country, George Washington’s Mount Vernon faces constant competition for attention. The DMV area offers no shortage of ways to experience American history, especially in the lead-up to America’s 250th anniversary.
Mount Vernon needed an integrated partner to help drive cultural relevance and increase daily visitation
Insight:
While most places present George Washington as a symbol, Mount Vernon is the only place where his full story lives.
Solution
We needed to meet the moment (and the man) with a full-scale approach. We undertook a comprehensive brand awareness study to identify areas of strength and opportunities for growth. Then, we developed an integrated campaign including brand strategy, copywriting, design, social strategy, earned media, influencer, and activation extensions that brought The General to life.
The Results
The integrated campaign reframed Mount Vernon from a static historic site into a living, breathing experience.
By focusing on the humanity of George Washington, we made his story more accessible, more relevant, and more compelling for modern audiences, helping drive renewed interest and daily visitation during one of the most competitive moments in American heritage tourism.
