AMERICA’S FIRST EVER AD CAMPAIGN – LAUNCHED IN 6 MONTHS – TOURISM UP DOUBLE DIGITS
BRAND USA was born of a mission to encourage increased international visitation to the United States and grow America’s share of the global travel market – and in doing so create hundreds of thousands of new American jobs. The only problem was that we had less than 7 months to launch this vastly important global brand campaign. Through extensive research the world over, we uncovered barriers to coming here, like the fact that people thought they already knew all there was to know about America – hence were now seeking more exotic, adventurous “new world” experiences (we had in essence become middle-aged). Fortunately, through innovative Post Card research sent from travelers around the world, we also learned that in America, foreign travelers felt a sense of freedom and unlimited possibilities when they visited. We then realized that in order to succeed, we’d need to sell America: both the IDEA and the DESTINATION. The execution invites travelers to “Discover America Like Never Before”, by showing unexpected destination imagery – but helps them “recognize” it as a uniquely American experience by selling the ideals expressed through an original song by Rosanne Cash. We hope you find the result is a “rational sell”, executed powerfully through emotion. Travel intent to the USA is up 15% in the advertised markets. ROI is 20:1, and the campaign is now expanding from 3 to 11 markets based on its unqualified success.