Destination DC (DDC) has promoted Robin A. McClain to chief marketing officer. At DDC, McClain leads the marketing and communications team of 25, responsible for advertising, communications, content, creative, research and events. She joined DDC in May 2011 as director of communications, began leading the department in November 2012 and was promoted to senior vice president in 2017. Under her leadership, states a release, DDC brought creative in-house and debuted the DC Cool brand and consumer marketing campaigns to reinforce the unexpected side of DC. In 2022, an independent return on investment study of the spring and summer Experience DC advertising resulted in $3.08 in taxes generated for Washington, DC for every $1 spent on advertising – the highest ROI to date.
“As a city and destination marketing organization, we have an incredible opportunity to close the gap with other top-tier destinations when it comes to promotional funding,” said McClain. “I always tell my team that this is the best job I’ve ever had because of DDC’s commitment to its people. Matching the data-driven marketing strategy with a team of incredibly talented professionals and leveraging the TRD to win more visitors to the District translates to real economic benefit for the city.”
Prior to DDC, McClain worked for the Los Angeles Tourism & Convention Board and started her career as a broadcast journalist in several markets including D.C.’s local FOX 5.