Visit Federal Way
Find Your Way in Federal Way
In the sweet spot between Seattle and Tacoma, Federal Way is newly connected by light rail and packed with reasons to stay: world-class Korean cuisine, coastal parks and trails and lodging that won’t stretch the budget. Yet for many travelers, it remained off the radar. We partnered with the City of Federal Way to close that gap, building visibility and putting this South Sound gem on the itinerary.
Guiding Thought
The strongest destination brands build from what’s already true. Federal Way had the assets — a vibrant food culture, natural beauty and proximity to major hubs — but lacked a cohesive narrative that connected them. We developed a strategy that aligned storytelling, traveler behavior and destination identity to inspire discovery and overnight stays.
A Full-Spectrum Playbook
Hidden coastlines. Zen in the city. A Korean food mecca. Designing and executing an integrated destination marketing program to help travelers experience Federal Way beyond the freeway exit was imperative. The campaign blended advertising, geolocation targeting, public relations, website storytelling and new video content into one cohesive visitor journey — from inspiration to arrival.
Data in Hand. Story at Heart.
We paired geolocation insights with audience behavior research to reach travelers most likely to stop, stay and explore. Precision targeting helped us place the right message in front of the right people, while local influencers added authenticity and energy through videos and social storytelling rooted in real experiences from the Pacific Bonsai Museum to Dash Point State Park.
To deepen the experience beyond the screen, we hosted a food trail familiarization tour for travel writers and created a custom field journal as a memorable takeaway. Seasonal itineraries, fresh blog content and ongoing event updates kept Visit Federal Way’s digital presence active, useful and ready for discovery year-round.
Soul-Warming
“This partnership gave Federal Way a clear narrative and a stronger presence. JayRay’s work elevated our destination and delivered meaningful impact.”
