Georgetown Rebrands Itself As 'Primary Destination'

One of Washington, D.C.'s best-known neighborhoods is Georgetown. This home of the eponymous university and historical sites is no longer relying on its existing reputation, however. Instead, Georgetown has launched a Web site—georgetowndc.com—in order to build a new kind of image for itself.

In an effort at differentiating itself from its neighborhoods, the new Web site stresses "the feelings and experience [that Georgetown] evokes." The site includes an online concierge service, video vignettes that depict the “Georgetown Life” experience, a sweepstakes and signature hotel packages, along with searchable listings of hotels, restaurants, attractions and nightlife.

Often an "add-on" visit during a trip to Washington, D.C., Georgetown wants to emerge as "a primary destination for sightseeing, shopping, dining and nightlife."