To increase visitation to the destination, we conducted global research to identify Brand USA’s Growth Visitor, informed by our community data & proprietary Traveler Archetype Analysis. From this, we identified the most effective stories, informing everything from messaging, to the creators we used to our go-to-market strategy.
United stories saw two versions of the campaign. We elevated the idea of where we first began creating ‘United Stories’ on a domestic level featuring Americans discovering America, to sharing stories of foreign and US travelers alike discovering American destinations from the known to the unknown, with all the individual stories coming together to write one story; America, A United Story.
We built a library of premium ‘always on’ content specifically designed for every platform Brand USA appears, creating over 2000 assets, from global campaign hero TVC and longer form digital content series to tactical OOH, social first reels, stories and activations, canvas ads and targeted paid ads data lead by tribes. We also created content for trade and partner programs that seamlessly connected to the core campaign messaging.
Using different vehicles to tell different stories not only gave us the agility and flexibility to travel the vast expanse of America, but also the ability to react in the moment and capture authentic stories as they unfolded on the ground (or in the water!).
Most importantly, through innovative digital marketing and powerful storytelling we inspired, informed and changed the perception of the United States worldwide.
Pre Covid, The results were unprecedented.
We drove an incremental 1.13 million visitors to the US.
Over 1.1 billion social media impressions, hundreds of millions of video views and tens of millions of social media engagements.
Marketing Performance Dramatically Increased by Using Our Content: with a 134% Increase in view-through rates, a 5.3x Increase in click-through rates, and a 107% Increase in engagement rates, compared to Brand USA’s previous paid ad campaigns.
Together, Beautiful Destinations and Brand USA have opened new doors for domestic and international travelers, and welcomed everyone to write their story in the USA.
Campaign Markets: UK, Germany, Spain, France, Russia, USA, China, Latam
Campaign languages: English, French, Russian, Arabic, German, Spanish