- The Washington Times - Wednesday, March 27, 2002

City and tourism officials, hoping to lure back more leisure travelers, are beginning a $500,000 campaign centering on the Kennedys.
The popular exhibit "Jacqueline Kennedy: the White House Years" opens April 6 in the Corcoran Gallery, and city officials are using it as a focal point for their first citywide cultural tourism effort.
The program, organized and produced by the Washington, DC Convention and Tourism Corp. and the DC Heritage Tourism Coalition, will include package deals with hotel accommodations, Metro passes and any-day, anytime tickets for the exhibit.
The program will be advertised in print, online and through direct-mail marketing beginning in mid-May. The campaign will target leisure travelers in several markets including Pittsburgh, Philadelphia and Atlanta.
"Jacqueline Kennedy had such an influence on this city," said Victoria Isley, director of marketing and communications for the convention and tourism organization. "We thought this was the perfect way to begin" the first of many cultural tourism programs the city will host.
Nearly 60 heritage and arts organizations have partnered with the District for this summer promotion. It includes special events like guided walking tours in Georgetown offering insights into the Kennedys' lives and the introduction of Mrs. Kennedy's favorite poems at the Capital Children's Museum.
The Jacqueline Kennedy exhibit includes more than 70 orginal gowns, dresses, suits and accessories from the John F. Kennedy Library and Museum in Boston. It showcases some of the clothing Mrs. Kennedy wore while campaigning, during inaguration festivities and in the White House.
Crowds in New York waited in line for more than three hours to see the exhibit. The any-day, anytime tickets allow visitors to avoid long lines and give flexibility during their stays, Ms. Isley said.
City and tourism officials hope this effort will help boost the hospitality industry during a slow time of year and after a drop in Washington visitors in the wake of the September 11 terrorist attacks.


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