Brand USA, the destination-marketing organization for the United States has unveiled a new consumer campaign and website, www.gousa.in, as the organisation works to increase inbound tourism to the United States. Through this new interactive campaign, “See How Far You Can Go,” Brand USA illustrates the diversity of the United States and invites travellers to share their own unique experiences.
The ‘See How Far You Can Go’ consumer campaign spans a variety of advertising and media platforms including, online videos, out-of-home signage, high impact online display ads, and social media posts that will drive awareness of the new campaign and inspire visitation to the USA. The campaign launches with an innovative social-first approach, concentrating on shareable and relatable imagery and video content whose first person viewpoint will draw consumers into the frame and make them feel like they could have captured the shots themselves. Music will also play a significant role in the new campaign, with music tracks tailored to individual personas and reflective of sounds distinct to the USA.
Christopher L. Thompson, President and CEO, Brand USA said, “As storytellers we want to provide prospective travellers with the most compelling content that not only inspires them to visit, but also motivates them to plan a trip. Our new campaign meets travellers where they are and challenges them to see how far they can go on their USA experience.”
In an era of likes, tweets and #latergrams, social networks are one of the most influential forces driving travel planning today. The campaign, which will run across Facebook, Instagram, and various digital networks, will help potential travellers discover the variety of experiences, hidden gems, and off-the-beaten-path destinations available throughout the USA.
The new www.gousa.in website features vibrant videos, loads of content and cutting-edge mobile functionality. Travellers can swipe through to explore itineraries that start in gateway cities, such as New York, New York or San Francisco, California and end up to five hours away. These expanded itineraries help travellers understand how many unique destinations and attractions they can experience in a single trip to the United States.
Tracy Lanza, Vice President, Integrated Marketing, Brand USA said, “Brand USA’s new digital experience is built to be relevant to the right person at the right moment, serving as a starter point where prospective visitors can receive a taste and feel for the United States. The site has key functionality such as the ability to personalize the user experience. It also has modular capabilities that provide us with the ability to measure which sections are performing well and adjust sections that are less frequented to ensure the user experiences content that’s most relevant to them every time.”
The “See How Far You Can Go” campaign is meant to welcome prospective travellers to come explore the USA, and show how far they can go—geographically, spiritually, and emotionally. The new consumer campaign will be supplemented by a number of marketing platforms and programs that each year, Brand USA deploys to increase international visitation to the United States and drive tourism dollars to communities in all 50 states, the District of Columbia, and the five territories.
