Brand USA

Objectives

Increase intention to travel to the United States, in the face of a strong US dollar and strong political rhetoric

Marketing strategy

Rather than talking about the country as a monolith, we emphasized the “melting pot” of people and experiences that exists here. In other words, we gave voice to real Americans, and let each tell their own individual stories on our behalf. The strategy guided work of all internal marketing constituents, as well as 14 external agencies, doing work in 18 global markets.

Results

  • Since the implementation of this campaign a little more than a year ago, we have created 1.13 million incremental visitors
  • 52,305 incremental travel-related jobs in the US
  • $8.9 billion in incremental economic impact in the US

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