WASHINGTON 鈥� National Harbor has declared itself a 鈥渕icro-city,鈥� but thinks it needs to do a better job of letting you all know it鈥檚 there.
National Harbor has hired Bethesda-based advertising agency RP3 to get the word out, with a new marketing campaign called 鈥淭his is How You Harbor.鈥�
鈥淭he challenge is that, over the past eight years, we鈥檝e not only created a city, but we鈥檝e added a lot of things to do and see,鈥� says Bruce Gudenberg, vice president of marketing for National Harbor, in Prince George鈥檚 County, Maryland, directly across the river from Alexandria, Virginia.
鈥淲e recognized that we needed a partner in telling our story and letting the world know that we exist.鈥�
National Harbor’s genesis was the Gaylord National Resort, which opened in 2008. It has since sprouted up about 12 square blocks of dense waterfront development on 350 acres that includes about 150 retail stores, 30 restaurants and seven hotels, as well as condos and apartments.
Tanger Outlets, which includes close to 100 outlet stores, is among its other draws.
Its newest attraction, the $1.4 billion MGM National casino and resort, will open in December, bringing another 4,000 jobs to National Harbor. Its next big addition will be a $20 million riverfront ballroom and terrace addition at Gaylord, scheduled to open next summer.
RP3 Agency鈥檚 ad campaign will be heavily focused on social media and digital advertising, and will play off its 鈥淭his is How We Harbor鈥� theme with ads targeting events planners and tourists, with campaigns such as 鈥淭his is How You Conference,鈥� 鈥淭his is How You Treat Yourself,鈥� and 鈥淭his is How You Have Family Fun.鈥�
