As the annual Visit USA travel agent expos kick off this week, Brand USA is releasing a bumper set of four announcements, setting 2019 up to be another big year in promoting travel to and through the U.S. for Australia and New Zealand.
Brand USA reveals a mobile content creation lab, a brand new Discovery Program travel agent incentive launches, a new partnership with Fairfax and Collette to promote touring in the U.S., and encourages audiences to Hear the Music‘ through the sounds of various musicians reimaging classic American songs.
Brand USA Launches ‘United Stories’ Campaign
In January this year, Brand USA launched its “United Stories” campaign in partnership with Beautiful Destinations.
This global initiative is powered by a mobile content creation lab that is travelling the country capturing warm and welcoming stories to inspire international visitation to the USA. Accomplished content creators and influencers are visiting various events, attractions, and points of interest throughout the year to document unique first-person perspectives of American culture.
To successfully execute this strategy, Brand USA has partnered with Beautiful Destinations, the world‘s largest tourism community on social media and a global media brand dedicated to capturing best-in-class travel content.
The collaboration allows Brand USA to continuously generate content at the speed of consumption and showcase the breadth and depth of the USA like never before.
To further amplify the narratives of South Dakota, United Stories has teamed up with six travel influencers who collectively reach an audience of more than 7 million social media followers worldwide, including Jack Morris (@doyoutravel) and Lauren Bullen (@Gypsea_lust) from Australia.
The campaign emphasises that the USA is a collection of places and experiences whose spirit is found in the diversity of its people, as well as those visitors who have explored its culture, roots, and roads. To follow along, check out: #UnitedStories on Instagram, or go here.
Brand USA Gives the Scoop on its Discovery Program’s Seven Badge Scoop
Brand USA‘s official training site designed to improve agents‘ knowledge and selling power of the USA – the Discovery Program – is launching seven exciting new specialist badges and to celebrate, Brand USA is offering agents a new trade incentive: the Seven Badge Scoop.
To enter the draw and be in to win the major prize of a $2,000USD Visa Gift Card, agents are required to complete any one of the seven new badges: Chickasaw Country, Minnesota, Mall of America, New Orleans, North Dakota, San Jose or South Dakota. Any further badges completed gives agents extra a chance to win, for example, if all seven badges are completed, this gives seven draws to be in to win.
The addition of seven new specialist badges brings the total number of Discovery Program badges to 47; each one of these training and up-skilling agents on unique USA states or cities, experiences and ground products.
To enter, agents should go here. Registration takes less than five minutes and is free to sign up!
Brand USA Partners With Collette and Fairfax to Encourage Tours of the U.S.
Brand USA is launching a new trade co-op campaign in partnership with Collette and Fairfax, that will highlight a variety of US destinations, showcasing why touring in the US is appealing to Australian travellers. The campaign will take the form of a pull-out broadsheet and print advertising in the SMH and The Age, plus will span across digital.
Featuring the destinations of Cape Cod, Massachusetts; Portland, Oregon; Savannah, Georgia; Provincetown, Massachusetts; New Orleans, Louisiana and New England, the new campaign launches in February.
Brand USA Global Launches Hear the Music Campaign
Hear The Music is a musical journey featuring 10 artists from 10 cities covering two classic American songs – Boogie Shoes and What I like About You – while exploring the sights, flavours, and hidden gems of the cities which have inspired their unique music perspectives.
The campaign features content which ladders back to the music vertical through a varied approach inclusive in partnership with content partners (Beautiful Destinations) and influencers.
Artists reimagine the classic American songs while exploring the destinations of West Hollywood; Owensboro; Detroit; Chicago; New Orleans; Miami; Las Vegas; Austin; Minneapolis; Mississippi.
This campaign follows Brand USA‘s first Hear the Music campaign in 2018, which featured five innovative artists interpreting and bring to life Bobby Freeman‘s iconic song Do You Wanna Dance?‘ through different musical genres and the unique cultural sounds of the artists‘ home cities.
To check out the campaign, go here.