Destination DC
Destination DC Cherry Blossom Takeover X Kings Cross
Washington DC wanted to shift perceptions and spark wanderlust, transforming its image from “political capital” to an unmissable destination brimming with culture, festivals, and experiences.
To cut through, we created an immersive Cherry Blossom takeover at London’s King’s Cross, an unmissable, Instagrammable activation that transported UK travellers straight into the heart of DC’s iconic festival. Combining striking floral installations, interactive digital screens, a social-first competition, and surprise giveaways, we built a campaign designed to stop commuters in their tracks, start conversations, and inspire discovery of a city that offers so much more than monuments.
Challenge
One of the biggest hurdles was tackling entrenched perceptions of Washington DC as “just monuments and politics.” To shift mindsets, we needed to shine a spotlight on the city’s vibrant culture, festivals, and experiences that UK travellers often overlook. On top of this, the activation faced major logistical challenges, from strict build-time restrictions at King’s Cross to managing heavy commuter footfall and last-minute media cancellations. Together, these obstacles meant the campaign had to work twice as hard to deliver a seamless, stand-out experience that both surprised and re-educated audiences.
Insight
To change perceptions and cut through commuter chaos, we knew the campaign had to feel like Washington DC—immersive, surprising, and impossible to ignore. By anchoring the activation in the Cherry Blossom Festival, we tapped into a joyful, visually stunning symbol that instantly conveyed the city’s cultural richness while providing the perfect creative hook to overcome logistical hurdles and spark fresh curiosity.
Solution
We transformed King’s Cross into a slice of Washington DC by creating a visually spectacular, interactive Cherry Blossom takeover. The installation combined jaw-dropping floral displays with digital touchpoints, influencer amplification, and shareable giveaways to stop commuters in their tracks and reframe DC as a vibrant cultural destination. Every element—from swipe boards and spin-to-win prizes to neon selfie arches and Time Out partnerships—was designed to spark curiosity, drive engagement, and immerse travellers in an authentic taste of what the city has to offer beyond monuments.