Ambition

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.

Talent

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

Action

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.