United Stories & America, A United Story - Brand USA

MY ROLE

CCO, Creative Lead, Creative Director

BRIEF

Bring to life the inspiring stories of the people and places of the United States to attract and boost global travel to the US post Covid. Develop a part existing domestic campaign to a global campaign relevant to differentiated market needs.

CHALLENGE

Post covid and during the Trump/Biden election, The USA depreciated in attraction for a holiday destination globally with factors of distance, uncertainty of post covid regulations, and general bad publicity in the global press.

IDEA

America, A United Story: We crafted a campaign designed to invite travelers from around the world, to come and write their story in the USA, as the USA is one big story containing many. We engaged consumers and the travel trade, across all demographics and income groups, creating “United Stories” the USA’s global tourism brand & marketing platform. We built a targeted global hero campaign and library of premium ‘always on’ content specifically designed for every platform Brand USA appears.

EXPRESSION

Brand Strategy, Tagline, Film, Digital Focused Content, Photography, Design, Tone Of Voice.

RESULT

Throughout the full tenure of the campaign, 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 the 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.