Fifty states, several territories and various regions all with a distinct story to share. It is no easy task to tell the story of the U.S. Once appointed, we began to piece together the story of a nation far greater than the big city landmarks known across the world and one made up of multiple chapters that contribute to our nation’s identity. While there were many components to this storybook, we unified them all under three main pillars – The Great Outdoors, Culinary Experiences and Urban Excitement.

While these pillars were the cornerstones of our global story, we used in-depth profiles of international target markets to identify which chapters and pillars were most relevant to the many different countries and cultures around the world. We set out to tell a unique story to each by aligning specific U.S. regions with travel aspirations of those abroad and creating customized programs.

To achieve our goals, we employed a variety of campaign elements to bring to life our storybook of the U.S..

Widespread media relations focused on capitalizing on breaking news stories/events, working with in-country teams to leverage local storylines and maximizing American roadtrips for social media influencers key markets with local media support, we brought the magic of the U.S. to life globally via a steady drumbeat of positive news.

Whether inserting commentary from Brand USA spokespersons or participation (keynote speeches, panel discussions, booth presence, seminars, etc.), we leveraged in-market and global tourism events + conferences to tell the story to various markets.

We also ensured that Brand USA had credibility internationally. Via CEO spotlight videos, quarterly interviews + meetings with media influencers and established relationships with global media, we established Brand USA as a leader and key ambassador for U.S. international tourism among media elite, country leaders and industry pundits.

This campaign successfully shifted perception and substantially bolstered tourism and investment in the United States. To boot, all results were achieved through unique storytelling and EARNED traditional media coverage.

We spread the story of the U.S.’ diverse offering, driving conversations globally beyond gateway cities that had too often been the focus of U.S. tourism. In doing so, we garnered international attention for the multitude of destinations and cultural offerings nationwide.

Our efforts secured 116 interviews, 2.5+ billion media impressions across five countries, 20+ meetings for Brand USA Executives with media influencers, and supported Brand USA’s presence at global events in six countries.

Since the campaign’s inception, the U.S. has attracted 110.8 million international tourists and seen an increase in tourism to smaller cities nationwide. Despite the strong dollar, visitors accounted $333+ billion in spending. The U.S. is once again a must-visit destination and aptly known as the Land of Dreams.