Destination DC, the official destination marketing organisation for the US capital, recently launched a targeted UK consumer campaign in collaboration with United Airlines and the Metropolitan Washington Airports Authority (MWAA), showcasing Washington, DC’s year-round sporting action alongside its world-class culture and entertainment.
The campaign, which ran from 2–9 October 2026, coincided with the Washington Commanders’ game against the Indianapolis Colts at Tottenham Hotspur Stadium on 4 October. The investment reinforced Destination DC’s ongoing commitment to the UK, one of the city’s leading overseas visitor markets, while building excitement ahead of Washington, DC hosting the 2027 National Football League Draft next spring.
The campaign reached fans along key commuter routes between central London and Tottenham Hotspur Stadium, with advertising across the Tube, bus shelters, rail networks and urban panels. A prominent large-format display at Tottenham Court Road anchored the activity, supported by targeted digital display advertising and placements directing consumers to a dedicated promotional microsite.
A consumer competition gave UK fans the chance to win a Washington, DC getaway, including two return United Airlines flights from London Heathrow to Washington Dulles International Airport and a three-night stay at the five-star Riggs Washington DC in the city’s historic Penn Quarter neighbourhood.
The campaign invited British travellers to combine the excitement of American sport with the capital’s iconic monuments, museums, distinctive neighbourhoods and celebrated dining scene. Year-round direct flights and more than 100 free things to see and do make Washington, DC an accessible and rewarding city-break destination.
The NFL Draft, taking place from 29 April–1 May 2027, will bring fans from around the world to Washington, DC for a free, three-day celebration, with the National Mall and Pennsylvania Avenue providing an iconic setting.
For more information on Washington, DC, visit washington.org.
