Partner: Adventure World
Brand USA partnered with Adventure World to create three campaigns designed to entice travellers to visit the U.S.
Themed “Adventure in the USA,” “U.S. Road Trips,” and “U.S. Music & Culture,” and keeping in line with Adventure World’s unique offering, product throughout the campaigns showcased a wide range of U.S. experiences, involving tailor made itineraries and small group journeys.
Consumers were directed to a landing page for each of the themed campaigns, with content promoted across dedicated newsletters, social channels, advertorial, trade advertising, and digital advertising. Adventure World also partnered with National Geographic Traveller magazine to highlight an 8-10-page feature article promoting the destination.
Partner: Excite Holidays
For the first time, Brand USA partnered with Excite Holidays for a music-themed campaign titled, “The Music That Made America,” based on the insight that music evokes emotion and connects Australians and New Zealanders to what is significant in their lives.
Brand USA and Excite Holidays’ partnership campaign was based on the fact that music is one of the main driving forces behind the desire to visit many U.S. destinations.
In partnership with Choose Chicago and Travel Portland, the campaign took the shape of multiple destination guides, trade advertising, and newsletters to Excite Holidays’ highly engaged database and editorial across print and online.
Partner: Flight Centre
Brand USA partnered with Flight Centre on a campaign designed to stimulate bookings to the United States and to encourage travel beyond traditional gateway cities.
The campaign, which highlighted the diverse range of experiences a traveller can expect from a visit to the USA, spanned across digital advertising, native content, direct marketing, and point of sale marketing.
Native article topics included “Seven Stars that Started Small” – highlighting how musicians such as Macklemore and Kanye West shot to fame, the “Cities that Inspired Smash-Hit Tracks” and “Out of the Box Ideas for Your Second Trip Stateside,” all giving insights into unique U.S. destinations and encourages readers to travel beyond the gateway cities for a trip of a lifetime.
Partner: The Travel Corporation
Brand USA partnered with The Travel Corporation (TTC) to deliver an engaging campaign through its key brands. Contiki, Insight Vacations, and Trafalgar were all designed to entice consumers to travel to the USA and for travel agents to book through TTC.
In partnership with Air New Zealand and the message of “Discover the Best of the USA,” the campaign delivered engaging content that showcased a range of fascinating and unique U.S. experiences, going beyond the gateway cities. It allowed travellers to discover the real USA, only accessible on a TTC guided journey, including behind-the-scene experiences to truly bring destinations to life.
The campaign ran through creative and video assets via a dedicated landing page, across consumer print, trade, social, and radio advertising, in an agent flyer and newsletter. Additionally, there was an exciting incentive with prize draws for every USA booking made during the campaign period.
This year, NZME and Brand USA New Zealand were delighted to win “Best Digital Advertisement” and “Best Integrated Campaign” awards at the News Media Awards, as recognition for the consumer campaign “This is Where USA,” with retail partner Helloworld New Zealand.
Themed “Pop Culture in the USA,” the campaign was activated across print, radio, and online channels with ‘Helloworld New Zealand’ as the exclusive call to action retail partner. It also included a bespoke online competition where users learned about destinations in the USA and their pop culture offerings. In addition, users were entered into a draw to win a $10,000 travel voucher to visit the USA.
Partner: News Corp
Brand USA partnered with News Corp for the third consecutive year. Taking on Brand USA’s pop culture and music theme focus, the campaign included a twelve-part series of articles that showcased unique neighbourhoods in the USA.
The campaign was based on the insight that 62 percent of Australian travel intenders are undecided about where they want to go, they just want to travel somewhere, so inspiration is needed! News Corp and Brand USA’s campaign acted as the inspirational catalyst to cement Australians’ plans to travel to the USA.