Destination Profiles
A free-standing advertorial section in The Washington Post to exclusively showcase travel to your region. Showcase your destination and put your message in the hands of Washington’s affluent travelers
The Destination Profile is a new, customized and controlled branding product in The Washington Post. Value-priced, this free-standing section is exclusively devoted to your destination or region. Your section will appear in a Wednesday* edition of The Washington Post (circulation 726,153; readership 1.6 million), and will enjoy a prominent position directly following the daily news sections and wrapping the weekly Food section.
The advertorial content can be written by you or we can provide a professional freelance journalist (not affiliated with the Washington Post News Department) who can travel to your region as needed. The end result is an expansive, and controlled, newspaper section entirely about your region, prominently displayed in The Washington Post.
Washington, DC and its Maryland and Virginia suburbs are a gateway to your destination.
The Washington area offers:
- Three major airports (BWI/Marshall,Washington Dulles and Ronald Reagan National), allowing convenience for its travelers with nearly 1,000 daily non-stop flights to 86 cities throughout the country.
- 3.3 million Washington area residents who took a domestic overnight vacation or trip in the past 12 months.
- The most affluent market of the ten largest DMAs (#1 in adults with $50k+, $75k+ and $100k+ household incomes).
- A population with time to travel (43% of working adults have three or more weeks vacation and 24% have four or more weeks).
- The highest percentage of Baby Boomers among the top 10 DMA’s—the group that typically generates the highest travel volume of any age group—a very attractive target audience!
- A growing market. It swelled by more than 96,000 people last year and is the fastest growing metro region outside the sunbelt.
- Nearly 6,000 association headquarters, by far the largest concentration of association headquarters of any city in the United States. Almost all of these associations plan events and conferences at other major cities in the U.S. and around the globe.
- Nearly 300,000 adults who participate in their companies’ purchasing decisions related to convention arrangements and business travel in a one-year period.
The Washington Post is the most effective way to communicate your region’s message to Washington area leisure and business travelers.
- The Washington Post delivers the highest percentage reach of its market among the leading daily newspapers in the ten largest DMAs.
- In a seven-day period, the Washington Post reaches 3.5 times as many metro Washington adults as USA Today, the second-best read daily newspaper.
- 63% of all Washington travelers have read or looked into a daily issue of The Washington Post in the past 7 days.
- 66% of all Washington DMA personal/vacation travelers have read or looked into The Washington Post in the past 7 days.
- Nearly 9 out of 10 (88%) Washington leaders and decision-makers are reached by The Post—far more than are reached by The New York Times (32%), Wall Street Journal (20%) or USA Today (8%).
Amid the rapid growth and population and demographic shifts of the market, the power of The Washington Post brand is constant.
Sources: Scarborough 2006, Release 1, 2005 Scarborough USA+; Claritas 2005, Greater Washington Initiative, 2005 Regional Report; 2005 Washington Travel Industry Survey, conducted by MORI Research;Washington Leadership Study, conducted by QS&A Research
