Showcasing America, the Beautiful
Making America Great (to visit) Again
We implemented always-on digital strategies to promote a positive image of the US at both the city and state level to overcome declining visitation and reach historically-difficult foreign markets.
- Digital and social media strategy
- Creative direction
- Content curation and production
- Community management
- Media distribution
Date of partnership
November 2017 — Ongoing
+50% increase in engagement ratios across Brand USA’s social channels after deploying always-on strategy
Brand USA’s paid media social ad campaign utilizing our 2017 content, when compared to 2016 campaign:
+134% increase in view-through rates
+1-7% increase in engagement
+430% in click-through rates
It’s been a busy few years for the United States of America. Due to the tense political climate, the nation has experienced a significant decline in tourist visitation from international travelers.
To enhance the image of the US and increase foreign visitation, Brand USA needed a fresh tone of voice and effective digital strategy to overcome the negative sentiment on their social channels and the negative perception of the country around the world.
America, a nation of diverse people and landscapes, has always been beautiful.
With the help of our in-house predictive visual analytics technology (NEO), we deployed a bespoke model to leverage USA’s existing imagery and sourced highly-engaging social content for key platforms. And our dedicated creative team supplemented Brand USA assets with Beautiful Destinations original, premium content that revealed the beauty found across the US — from Arizona to Alaska and beyond.
Created specifically with a social-first, millennial audience in mind, we also launched strategic hero campaigns and partnerships throughout the year.
High profile musician Zedd helped us showcase two iconic West Coast locations — San Francisco and Los Angeles — from his unique perspective, leveraging the additional power of music to engage with our global audience.
Ahead of the crucial January booking season for summer travel to the US, we produced a series of first-person perspective video and photo assets optimized for Facebook Canvas and Carousel as well as Instagram Story with clear CTAs to inspire immediate travel.