Brand USA

Leveraged music as a storytelling artform to highlight the unique diversity of U.S. destinations, achieving a 37% lift in consideration to visiting the USA


To harness the magical intersection of place and music, we challenged ourselves to take iconic American songs and let specific surroundings be the inspiration for modern and relevant adaptations.


With an electric roster of partners at the ready, we brought in Mustache – an entertainment-first production company – to create fifteen distinctively unique covers and accompanying music videos for each.


A media partnership with Spotify let us curate place-specific playlists that were then promoted through in-app advertising. Editorial content on our website served to bridge wanderlusting and booking with music inspired city guides and itineraries. Finally, education with the B2B travel community and partners like Expedia guaranteed music was a theme at every moment in the traveler’s journey.