To achieve high visibility, EF and Axis teamed up on patriotic sunglasses that were given out to 2500 students participating in the experience. Students were told they could wear the custom shades anywhere on their face, head, neck or jacket as long as they were visible. This helped the tour leaders identify members of their group, and drew also drew outside attention to the EF program.
The 200 tour leaders and chaperons also received matching scarves, beanies and glasses to help them maintain high visibility while promoting the EF brand. In addition, thousands of EF stickers were given out at random.
This program helped the EF brand build awareness during a time in which nearly a million tourists were visiting Washington, D.C. The youth participants tweeted and shared pics of their new gear, garnering high social media marks for the brand, and the timing of the program made each piece a lasting historical souvenir.