WASHINGTON, D.C. (Sept. 16, 2019) – CityCenterDC is excited to welcome the fall season with the debut of the new “Find Your Joy” campaign, an optimistic new offering developed by award-winning creative agency, Design Army, that celebrates Washington’s colorful and happy side.
“We’re thrilled to announce the launch of Find Your Joy. Since coming
online in 2013 CityCenterDC has always strived to create unique and
memorable moments for members of the community to enjoy and share with
others. Those special moments, whether big or small, are what we wanted
to emphasize in our new campaign,” stated Timothy R. Lowery, general
manager of CityCenterDC.
“Find Your Joy” is an evolution of the ground-breaking 2017 “District
of Joy” campaign, which highlighted the spirit of the city with a
stylish look at the 10-acre, landmark mixed-use development. The new
campaign gives a more personalized view of the people who dine, stroll,
and shop at CityCenterDC. The goal? To offer visitors an escape from the
every day and encourage them to discover joy at the vibrant downtown
location.
“We wanted to express the many different reasons people find joy at
CityCenterDC. The small moments – like the euphoria of that first sip of
coffee in the morning or finding the shoe you’ve been dreaming about or
an afternoon strolling with someone you love through Palmer Alley.
These “little” experiences are really the big moments. The art direction
was intentional, thought out – using bold color to express happiness
and optimism, underscored by a whimsical narrative. Every detail
whether, video or print speaks to the moment of JOY,” explains Pum
Lefebure, co-founder and chief creative officer of Design Army.
Campaign images shot on-site at the often-photographed destination
include those featuring a couple holding packages under the Autumn
Forest, the fall Palmer Alley installation that features a canopy of
about 269,000 leaves; a spotlight on exquisite fall cocktails; and an
inspired (and colorful) peek at doughnuts and D.C. fashion. A focal
point is a high-energy yet luxe 30-second video that follows a brightly
dressed pair as they enjoy an exciting day of shopping for accessories
and footwear—complete with snippets of a lively band playing and
marching in the background. A downloadable animation of autumn leaves
also is available for sharing on social media.
The campaign, which was produced by Dean Alexander, will be rolled
out within a 2-year span and will include four videos in total, in
addition to still images. These materials will appear in print, online,
outdoor, and mobile channels across the East Coast in addition to
appearing on local broadcast television outlets. To mark the launch,
CityCenterDC is inviting visitors to share destination photos using the
hashtag #FindYourJoyDC on Instagram, for the chance to win a $500 prize.
Visitors can participate in the “Find Your Joy” giveaway contest
from September 16 through November 4, 2019. The winner will be announced
on or around November 8, 2019, via the CityCenterDC Instagram account.
To see the campaign’s official rules and learn more about the location’s free autumn events, visit CityCenterDC.com/events.
For interview requests and exclusive photos, please contact TAA PR’s
Ashley Arias via email at ashley@taapr.com via phone at 202-846-1731.
About CityCenterDC:
CITYCENTERDC
(www.citycenterdc.com) is a unique, pedestrian-friendly, 10-acre
mixed-use development, located in the heart of downtown Washington, D.C.
Developed by Hines and Qatari Diar, the project is home to more than
221,000 square feet of retail space, 520,000 square feet of prime office
space, 458 rental apartment units and 216 condominium units, a 360 room
hotel, a 1,550-space parking garage, a public park, a central plaza and
pedestrian-oriented streets and alleyways.
The 2019 fall activations are part of the 2019 Public Space
Programming calendar that was created by the CityCenterDC Common Area
Association. CityCenterDC’s ownership created the Common Area
Association to provide for the maintenance, operation, and programming
of the Common Areas which strive to foster a unique, truly-exceptional,
pedestrian-friendly mixed-use urban environment.
About Hines:
Hines is a privately owned global real estate
investment firm founded in 1957 with a presence in 219 cities in 23
countries. Hines has approximately $124.3 billion of assets under
management, including $63.8 billion for which Hines provides fiduciary
investment management services, and $60.5 billion for which Hines
provides third-party property-level services. The firm has 148
developments currently underway around the world. Historically, Hines
has developed, redeveloped or acquired 1,362 properties, totaling over
449 million square feet. The firm’s current property and asset
management portfolio includes 514 properties, representing over 222
million square feet. With extensive experience in investments across the
risk spectrum and all property types, and a pioneering commitment to
sustainability, Hines is one of the largest and most respected real
estate organizations in the world. Visit www.hines.com for more information.
About Design Army:
From its Washington, D.C. headquarters, Design
Army is making its mark on the world, while winning acclaim from clients
and peers in the process. The multidisciplinary brand and creative
agency has forged alliances with industry leaders and connected with
global audiences. Their projects range in size and scope for clients
that span across industries – from hospitality to the arts and
entertainment to consumer-packaged goods and retail. Clients include,
The Academy Awards, Disney, CityCenterDC, The Broadway League, The
Hay-Adams Hotel, Human Rights Campaign, Neenah Paper, The
Ritz-Carlton, PepsiCo, Smithsonian Institute, University of Virginia,
Washingtonian Magazine, and the Washington Ballet. Design Army has been
featured in numerous online and print publications, including Adweek,
Fastco, Huffington Post, Forbes and The Guardian. Additionally, Design
Army has been recognized by the AIGA 365, ADDYs, CLIO Awards, London
International Awards, ADC Global, the One Show, and EMMYs. To see their
work please visit www.designarmy.com.
