Brand USA unveils “More to Love” campaign for international World Cup fans
More To Love Static
The company aims to drive growth across all 50 states, five territories, and 63 national parks, ensuring the economic benefits of the World Cup extend well into the future.
Brand USA, the destination marketing organisation for the United States, unveiled “More to Love,” a new social-first series featuring “Take Me Home, Country Roads” designed to capitalise on the tourism tailwinds of the FIFA World Cup 2026. This campaign aims to convert one-time tournament attendees into long-haul repeat visitors by showcasing the breadth of the U.S. travel product beyond host cities.
“The World Cup created an extraordinary opportunity to showcase the energy, authenticity and welcoming hospitality of the United States,” said Fred Dixon, president and CEO of Brand USA. “Insights from our AI-enabled trip planning hub showed that fans wanted to experience much more than the matches, planning road trips between host cities and visits to national parks as part of their journeys. ‘More to Love’ builds on that interest by thanking travellers for coming, reminding them how much remains to be discovered and inviting them back to explore even more, from all 50 states, five territories, and the District of Columbia, to our 63 national parks and the extraordinary landscapes and landmarks that distinguish our nation.
“Some of the most memorable moments of the tournament came directly from fans, whose posts captured the excitement, surprise, and hospitality they experienced across the United States,” said Leah Chandler, chief marketing officer of Brand USA. “This social series is our way of thanking our visitors for sharing those moments and reminding them that while the tournament may be ending, their journey through the USA is just beginning.”
The campaign will utilise paid amplification across key markets including India, Australia, Brazil, and the UK. Ahead of the tournament, Brand USA launched America the Beautiful Game, an AI-powered trip-planning hub that helped fans create personalised U.S. itineraries around the matches, including road trips, national parks and destinations beyond the host cities.
