Destination DC (DDC), the official marketing organisation for Washington, DC, has expanded its partnership with WeChat with the launch of a City Experience Mini Program app to guide Chinese travellers visiting the city, a first in the US.
Through its partnership with WeChat, DDC is expecting to enhance the visitor experience for the 304,000 Chinese travellers who visit Washington, DC every year, with a focus on growing Chinese visitation, said Elliott Ferguson II, president and CEO of DDC.
The new DDC City Experience Mini Program is an interactive guide with a “map driven layout” of the top attractions and places to eat and shop. Apart from providing walking directions and details such as opening and closing times, the app has audio tours in Mandarin for top city attractions.
Over the past year, DDC has been building a following on its WeChat Official Service account (account ID: visitdc), on which it achieved the highest traffic growth among US cities on the platform in 2016.
With the Tencent expanded partnership, DDC continues to grow Welcome China (the organisation’s certification program for its members) by catering to Chinese travellers before, during and after they arrive in Washington, DC.
To manage the Service Account and build the WeChat Mini Program, DDC had partnered The Momentum Group, a WeChat marketing and solutions provider.