When ExplorUS was awarded the National Park Service contract to operate foodservice locations across the National Mall, the opportunity was bigger than announcing a vendor transition. It was a chance to reframe the visitor experience ahead of America250 and introduce Taste of History as part of a refreshed, more intentional food and hospitality experience in one of the country’s most iconic destinations.
When ExplorUS was awarded the National Park Service contract to operate foodservice locations across the National Mall, the opportunity was bigger than announcing a vendor transition. It was a chance to reframe the visitor experience ahead of America250 and introduce Taste of History as part of a refreshed, more intentional food and hospitality experience in one of the country’s most iconic destinations.
Eight dining destinations located throughout America’s Front Yard.
The Challenge
ExplorUS needed to build public awareness quickly around its new role as the National Mall foodservice operator while introducing refreshed food offerings, operational improvements, and a visitor-centered vision.
The campaign had to create momentum within a short launch window for what could have easily been treated as a simple transition announcement.
ExplorUS was launching a new food and beverage experience across the National Mall and Memorial Parks ahead of America250. The challenge was not simply promoting food kiosks, but repositioning food as an extension of the visitor experience while creating a compelling media narrative that would resonate with tourism, lifestyle, food, and local media outlets.
The Challenge
ExplorUS needed to build public awareness quickly around its new role as the National Mall foodservice operator while introducing refreshed food offerings, operational improvements, and a visitor-centered vision.
The campaign had to create momentum within a short launch window for what could have easily been treated as a simple transition announcement.
ExplorUS was launching a new food and beverage experience across the National Mall and Memorial Parks ahead of America250. The challenge was not simply promoting food kiosks, but repositioning food as an extension of the visitor experience while creating a compelling media narrative that would resonate with tourism, lifestyle, food, and local media outlets.
HALCON’s Strategy
Rather than positioning the announcement as a food service program, HALCON developed a visitor-experience-focused narrative designed to connect food, history, and memory.
Our strategy included:
Audience and messaging development
Narrative positioning and story framing
Media outreach strategy
Press release development
America250 alignment
Visitor experience messaging
National and regional media targeting
HALCON’s Strategy
Rather than positioning the announcement as a food service program, HALCON developed a visitor-experience-focused narrative designed to connect food, history, and memory.
Our strategy included:
Audience and messaging development
Narrative positioning and story framing
Media outreach strategy
Press release development
America250 alignment
Visitor experience messaging
National and regional media targeting
HALCON Services Provided
Public Relations Strategy
Messaging Development
Media Relations
Press Release Writing
Audience Positioning
Campaign Strategy
Tourism & Destination Marketing Support
HALCON Services Provided
Public Relations Strategy
Messaging Development
Media Relations
Press Release Writing
Audience Positioning
Campaign Strategy
Tourism & Destination Marketing Support
The Results
The campaign secured coverage across major regional outlets including Washingtonian, WTOP News, The Washington Times, and Newsbreak, with additional amplification through MSN and AOL. It also generated event calendar placements through WGIT DC and Washington City Paper.
Additional campaign momentum included three completed interviews and broadcast/interview opportunities in development with NBC Channel 4 and El Tiempo Latino.
The Results
The campaign secured coverage across major regional outlets including Washingtonian, WTOP News, The Washington Times, and Newsbreak, with additional amplification through MSN and AOL. It also generated event calendar placements through WGIT DC and Washington City Paper.
Additional campaign momentum included three completed interviews and broadcast/interview opportunities in development with NBC Channel 4 and El Tiempo Latino.
A taste of history: Previewing kiosks for America250
Key Wins
4 feature articles secured
2 event calendar placements
85 targeted media outreach emails distributed
3 interviews completed
Multi-platform amplification through MSN and AOL
Early broadcast momentum with NBC4 and El Tiempo Latino
12 direct DC-based influencer engagements
Key Wins
4 feature articles secured
2 event calendar placements
85 targeted media outreach emails distributed
3 interviews completed
Multi-platform amplification through MSN and AOL
Early broadcast momentum with NBC4 and El Tiempo Latino
12 direct DC-based influencer engagements
Why It Worked
People do not remember transactions. They remember experiences.
By transforming food service into a storytelling opportunity, the campaign created an emotional connection between visitors and the National Mall experience. Instead of promoting concessions, the messaging focused on creating memorable moments tied to iconic landmarks and American history.
This aligns directly with HALCON’s belief that memorable experiences drive stronger engagement than promotional messaging alone.
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Why It Worked
People do not remember transactions. They remember experiences.
By transforming food service into a storytelling opportunity, the campaign created an emotional connection between visitors and the National Mall experience. Instead of promoting concessions, the messaging focused on creating memorable moments tied to iconic landmarks and American history.
This aligns directly with HALCON’s belief that memorable experiences drive stronger engagement than promotional messaging alone.
The Takeaway
Through strategic storytelling, media relations, and audience-focused positioning, HALCON helped transform a food service initiative into a memorable visitor experience designed to support one of the nation’s most iconic destinations ahead of America250.
The Takeaway
Through strategic storytelling, media relations, and audience-focused positioning, HALCON helped transform a food service initiative into a memorable visitor experience designed to support one of the nation’s most iconic destinations ahead of America250.