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Events DC - Arts & Entertainment Campaign

Gold Stevie Award Winner 2018, Click to Enter The 2019 Stevie Awards for Women in Business

Company: Events DC, Washington, DC
Company Description: Events DC is the face of conventions, sports, entertainment and cultural events within our nation’s capital. As the official convention and sports authority for the District of Columbia, Events DC leverages the beauty, history and diversity of the most powerful city in the world to attract and promote an extensive variety of events, resulting in amazing experiences for residents and visitors.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Arts & Entertainment

Nomination Title: Events DC and the Capital Inclusion Initiative

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Genesis:

As the offical convention and sports authority for the District of Columbia, Events DC teamed up with Washington DC Economic Partnership and the Executive Office of the Mayor headed to South by Southwest (SXSW) in Austin, TX to attract and increase business opportunities to the District as part of the city’s Capital of Inclusion initiative. Each year the team travels to SXSW to provide a wide range of programming however, this year the lineup focused on entrepreneurship for women and minorities. A creative strategy that included social media ads, a brand ambassador program, and daily online engagements with key audiences, and a pop-up venue titled “WeDC House” were used to showcase the city as “The Capital of Inclusive Innovation”.

Development and Planning:

Various digital channels were used to elevate DC as more than a federal city but a true cultural and entertainment hub. Entertainment programming for the #WeDC House was provided by Events DC. A press, marketing, and social strategy was created for the #WeDC Concert. We conducted outreach to relevant guests in Austin through the SXSW social app and the WeDC House list to ensure a full house each day. Media toutlets were invited to attend the WeDC Concert. The concert included all-female Washington, DC artists to include Kelela, who was the concert headliner.Additionally, we hosted private restaurant reception at the #WeDC House with chefs from CHIKO, a 2018 James Beard Award Semi-Finalist, at a private reception. CHIKO, has created a new breed of fine-casual, Chinese-Korean fusion in the Washington, DC Capitol Hill neighborhood. There were also additional minority inclusive programming at the #WeDC House to include panels on “The Future of Mobility in Cities”, “Building an LGBT Inclusive Workplace”, and “Demystifying the Female Founder”. Press releases were written and distributed with the full programming list as well as messaging from Events DC leadership and partners. The release was pitched to national and local media as well as distributed on PR Newswire which resulted in 260 articles and a total reach of 79,551,270 media impressions.

Digital Performance outcomes

-370 posts were shared earning almost 1.4 million impressions across social media.
-784 new people became followers on Events DC social media accounts.
-213 million media impressions surrounding the #WeDC House and all-female concert.
-275 articles including press release pick up via PR Newswire distribution
-1,380,061 Social Media Impressions
-61,454 Total Social Media Video Views
-300+ guests (over capacity) at the #WeDC House for the entirety of the Events DC #WeDC Concert

At SXSW we were able to display the value that diversity and inclusion has in the District. Fostering Washington, DC’s entertainment scene continues to be a top priority for the District and Events DC is committed to promoting our city’s talented artists, signature festivals and iconic venues – to best support our rich and diverse creative community. Events DC's presence at SXSW represents another exciting milestone in Events DC's strategic approach to brand DC as an entertainment capital as well as attract future vistors, residents, and economic prosperity to Washington, DC.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Chinyere Hubbard is the Vice President of Communications and Marketing for Events DC, the official convention and sports authority for the District of Columbia. She is the Chief Marketing Officer and is responsible for all public relations and marketing activities in support of Events DC’s sports, entertainment, cultural activities and special-event programming and venues. Prior to working for Events DC, Chinyere was the Director of Public Affairs for the DC Sports and Entertainment Commission.

She previously served as a producer for NBC’s Access Hollywood, Inside Edition, KCAL 9 News, CNN, Fox News Channel and as a senior coordinating producer for C- SPAN. She received her Bachelor’s Degree in Broadcast Journalism from Howard University and completed an exchange program at Columbia University.