Brand USA and Excite Holidays’ recent 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. People will travel far and wide to see their favourite act perform or see the home their favourite artist grew up in. Music evokes emotion and connects people to things that have significance in their lives.
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.
Portland and Chicago each received a custom destination guide broken down by food and drink, essential experiences, entertainment, and culture, as well as special events and festivals with highlighted accommodation and activity recommendations for travel agents. A third guide, ‘Music Cities,’ was broken down by genre and educated travel agents on American music cities such as Memphis, Tennessee; Los Angeles, California; Miami, Florida; New York City, New York; Austin, Texas; and Seattle, Washington.
The campaign was a huge success and Brand USA would like to thank Excite Holidays for its partnership.