Rallied U.S. tourism around real Americans and their personal stories to fight against global negative political sentiment, driving incremental visitation by 1.1M worth $8.9B for the economy.
Give a meaningful voice to the many faces of America, leaning into data-identified favourable impressions of the country’s diverse culture in the eyes of the international traveler.
Dirt led the formation of a global, decentralized roster of specialty shops, breaking down the monolith of America into its individual parts and then translating those in 14 vastly different markets
Whether it was new visual guidelines, market level strategies and traveler snapshots, or B2B sales collateral, a series of living, breathing tools tied together each team and initiative, with the incremental visitation resulting in 50,000 jobs.
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