Fifty states, several territories and various regions all with a distinct story to share. It is no easy task to tell the story of the U.S. Once appointed, we began to piece together the story of a nation far greater than the big city landmarks known across the world and one made up of multiple chapters that contribute to our nation’s identity. While there were many components to this storybook, we unified them all under three main pillars – The Great Outdoors, Culinary Experiences and Urban Excitement.

While these pillars were the cornerstones of our global story, we used in-depth profiles of international target markets to identify which chapters and pillars were most relevant to the many different countries and cultures around the world. We set out to tell a unique story to each by aligning specific U.S. regions with travel aspirations of those abroad and creating customized programs.

To achieve our goals, we employed a variety of campaign elements to bring to life our storybook of the U.S..

Widespread media relations focused on capitalizing on breaking news stories/events, working with in-country teams to leverage local storylines and maximizing American roadtrips for social media influencers key markets with local media support, we brought the magic of the U.S. to life globally via a steady drumbeat of positive news.

Whether inserting commentary from Brand USA spokespersons or participation (keynote speeches, panel discussions, booth presence, seminars, etc.), we leveraged in-market and global tourism events + conferences to tell the story to various markets.

We also ensured that Brand USA had credibility internationally. Via CEO spotlight videos, quarterly interviews + meetings with media influencers and established relationships with global media, we established Brand USA as a leader and key ambassador for U.S. international tourism among media elite, country leaders and industry pundits.

This campaign successfully shifted perception and substantially bolstered tourism and investment in the United States. To boot, all results were achieved through unique storytelling and EARNED traditional media coverage.

We spread the story of the U.S.’ diverse offering, driving conversations globally beyond gateway cities that had too often been the focus of U.S. tourism. In doing so, we garnered international attention for the multitude of destinations and cultural offerings nationwide.

Our efforts secured 116 interviews, 2.5+ billion media impressions across five countries, 20+ meetings for Brand USA Executives with media influencers, and supported Brand USA’s presence at global events in six countries.

Since the campaign’s inception, the U.S. has attracted 110.8 million international tourists and seen an increase in tourism to smaller cities nationwide. Despite the strong dollar, visitors accounted $333+ billion in spending. The U.S. is once again a must-visit destination and aptly known as the Land of Dreams.

Bringing life back into the conversation around a particular destination is no easy feat – no less doing so for an entire country. Travel to and interest in the United States as a tourism destination was dwindling as internationally the country’s image was suffering.

Together, we not only turned that image around but re-inspired people to travel to the U.S. with a significant shift in perception internationally. To boot, all results were achieved through approaches of unique storytelling, customized programs and EARNED traditional media coverage.

The overall strategy was to tell the diverse story of the U.S. via an ongoing media activity that would inform – and be informed by – in-market activities and reach a comprehensive and diverse selection of global press. The focus was two-fold:

• Target influential reporters who set the news agenda around the world

• Engage key regional media that influence consumers and businesses in their home markets

With careful dovetailing of approaches to these two sectors, we set out to tell one consistent story that created vacation adventures for the whole gamut of prospective international visitors. Working closely with Brand USA’s in-country teams to customize the story in various regions, we customized programs made up of in-market events, widespread media relations and even good ol’ American roadtrips for international social media influencers to encourage a shift from consideration of travel to the United States to action.

The United States – a country proud of its diversity, yet pigeonholed internationally as a ‘been there, done that’ destination.

The aftermath of the 9/11 attacks had people anxious to fly, U.S. news was riddled with violence and the country placed 73rd in safety and security out of 141 global economies.

To top it off, the U.S. had an international reputation for its unwelcoming experiences, stony airports, arrogant attitudes and stringent policies.

Brand USA, a public-private partnership, was created and charged with welcoming 100 million foreign visitors annually by 2021. Unfortunately, they struggled to effectively reach important markets, leaving international travelers uninspired and uninterested in visiting the U.S.

We were appointed as their first-ever global media relations partner and needed to retell the true story of all the unique state, territory and regional chapters that contribute to our nation’s identity. We needed to inspire and motivate travelers to visit the U.S.