An inspirational multi-lingual Facebook app asked consumers to pin their favourite US-holiday memory, photo or dream vacation to a map. Status updates, paid-for promotion and incentives drove engagement. Within weeks over 10,000 stories had been pinned, evangelising America to 1.3 million people, driving them to Thomas Cook’s e-commerce websites, where 95,000 words of new, inspirational content about America and 12 key destinations were enriched with images, video and calls to action, converting traffic to bookings.

Custom audience groups built for each destination using social and first party/on-site behavioural data were targeted across the web, driving conversion. Targeted bespoke emails promoted relevant deals.

Brochure, screen and POS advertising influenced consumers in stores, whilst local events and incentives encouraged travel agents to enrol in online Discover America training.

Inflight print featured major rock-bands telling their story about their US home towns, reaching millions of potential repeat bookers.

PR activity was co-ordinated across markets.

Over 10,000 stories were pinned to the map (3 x expected), achieving a reach of over 1.3 million people. 95,000 words of bespoke, search optimised content along with digital targeted display and email activity branded the US to over 600,000 travel-intenders. Training of over 2,000 travel agents influenced consumers at point of sale along with brochure advertising and screens.

Thousands of new holiday-makers increased passengers by 15% from a high base. Annualised, visitor spending totalled $60 million and supported over 900 American jobs, delivering significant return on investment for Brand USA and laying the foundations for growth and an extension of the partnership into new markets.