Insights From the C-Suite: Robin McClain, Chief Marketing Officer, Destination DC

As part of a new, members-only series, Women Leading Travel & Hospitality is asking industry executives about their professional journeys, mentorship, how they stay up-to-date on the latest industry technology and trends, how they take care of themselves, and so much more. This week, insight comes from Robin McClain, chief marketing officer, Destination DC. We asked Robin a series of questions about her career journey, her leadership philosophy, empowering her teams, and more.

Women Leading Travel & Hospitality: What is your leadership philosophy and how do you embody it?
Robin McClain: I believe leadership is simply being a positive professional example for others to follow. I try to embody this philosophy by being prepared, speaking thoughtfully, listening to others, supporting team members with empathy, and being consistent in all that I do so the team knows they can always depend on me.

WLT&H: How do you ensure your teams feel included, valued and empowered to bring their authentic selves to work?
RM: When I think something positive about a team member, I intentionally share it. Therefore, as team members stand out, I share in person or through email about their positive impact. I’m also proactive about discussing challenging situations because acknowledging and working through those circumstances are important growth opportunities. I openly encourage team members’ contributions through brainstorming and hold one-on-one office hours to ensure I’m connected to each team member.  

WLT&H: What innovative strategies or technologies do you see shaping the future of the industry?
RM: I think the biggest opportunity is with artificial intelligence and deciding how to incorporate it while balancing what’s now with what’s next. One of the major ways we connect with consumers currently is through digital ads that drive to washington.org. That method will become obsolete at some point soon. However, the website content we develop will still help inform future content delivery — whatever it looks like. It’s both exciting and strange to consider when the technology isn’t fully accessible yet, but I know we will still be inspiring consumers to travel to Washington, D.C. through whatever platform is next.

WLT&H: How do you approach succession planning and developing future leaders within your organization?
RM: Years ago, my boss shared that I needed to decide what eggs to put in my basket. Meaning, be intentional about what team members should be developed as future leaders. I’m really proud to share that the four vertical leads on my team have been working with me for eight years to 14 years. They’re absolutely the succession plan and fantastic leaders in their own right. I invest in their professional development on an individual basis, advocate for promotions, and spend weekly one-on-ones and biweekly leadership team meetings ensuring we’re developing our strategy collaboratively.

WLT&H: How did your marketing team come up with the “There’s Only One DC” campaign, and how has it been received?
RM: During a December 2022 marketing retreat, we had a brainstorm about our brand and advertising campaign. I knew it was time to evolve, but the discussion led to some crucial insights. First, our current brand was no longer reflecting the current state of Washington, D.C. and its evolution as a world-class city. Second, we wanted to develop a brand and campaign that resonated not just with consumers, but also locals — from D.C. city leaders to businesses that invest in membership at Destination DC.

“There’s Only One DC” was born out of that brainstorm. Once we started thinking about the variety of unique experiences that visitors can only have in D.C., we got super excited about the campaign messaging and creative. We took about a year to develop it in-house.

Fortunately, after a year-plus in market, we now know the campaign is resonating and has achieved record ROI with advertising effectiveness through visitor spending and taxes generated, according to an independent annual ROI study with Future Partners.