The Marketing of Cherry Blossom Season in D.C.
Written by: Maite Ordorica Labrador
As pink leaves float through the air, the smell of spring flushes through the city; Cherry Blossom season is here. This phenomenon, encouraging the influx of over a million yearly tourists, began in 1912 after the mayor of Tokyo donated 3,000 cherry blossom trees to the city of Washington, DC. Over the years, the trees have come to symbolize friendship, renewal, and hope. So where does marketing fit into this storyline?
Hoping to capture the flower’s undeniable beauty, businesses use marketing campaigns to offer unique selling propositions. How often can a Cherry Blossom Cold Brew colored with bright hues be found? Local D.C. chain, Compass Coffee, knows the answer: not often. Today, the drink symbolizes a springtime favorite that is a beloved tradition by the company. Chas Newman, Product Development and Operations Manager agrees, referencing the drink as “[their] way of joining in on the city’s Cherry Blossom celebrations, allowing [their] customers to embrace the season in every way.” Simultaneously, the company offers a Cherry Blossom blend, acting as a tribute to the Spring season by blending “an assortment of floral and bright notes, whose intricate aromas precede a crisp, clean finish.”
Simultaneously, event marketing takes place as the District puts on its yearly, National Cherry Blossom Festival. This creates a platform in which businesses can engage with the diverse community attracted by the flowers through sponsorships and themed promotions. This year, Petalpalooza will take place on Saturday, April 6 from 1 - 9 PM at the Capitol Riverfront. Sponsored by Chase, the event features a wide variety of outdoor activities, music, art, and a firework performance. We hope to see you there!