Brand USA’s goal is to provide our partners with strategic solutions to offer maximum value by activating programs in priority markets within a short time frame.
INTERACTIVE TABLE OF CONTENTS: CLICK BY PROGRAM TO LEARN MORE
Help travel agents learn about your destination with informative, easy-tounderstand training videos
COMPELLING AND
Denver, Colorado
APPROACH
Brand USA's Global Marketplace
USA Discovery Program
Partner’s Owned Channels
Interactive Video Experiences with CLICKTIVATED Technology
Formatted, fully animated videos and graphics deliver clear information and allow for customization through existing footage and photos
Content will focus on must-know information about your destination (travel tips, geographic proximity, key features, etc.)
Leverage UDC (user directed content) through Cinebody software to capture current in-destination footage
As a participant in the Global Marketplace, partners have access to 1:1 meetings, educational content and monthly events. Opportunity includes placement and promotion via a virtual pod within the Partner Pavilion.
THE BRAND USA
GLOBAL MARKETPLACE
It is a unique and innovative interactive digital platform designed for U.S. destinations and travel businesses to engage with travel trade from around the world in a 24/7 virtual setting.
Results From Brand USA
Travel Week Europe 2020 _____________________ 12 , 100 Total Pod Visits 14 , 302 Total Pod Engagements* 4 , 385 Total Leads
*Engagements = any interaction with the pod RENEW YOUR PARTICIPATION; DETAILS COMING SOON
The USA Discovery Program is Brand USA’s official online agent training platform. This innovative and interactive course teaches the global travel trade community about the diverse destinations and experiences available in the USA.
CANADA
BUILD A CUSTOM BADGE
REFRESH CONTENT
ANNUAL RENEWAL:
DI
Partners Can Select One Option
1 Updates to Location State Page* Content
2 Promotional Offer Options
*For state partners only
BRAND USA RECOVERY & RE-ENTRY PARTNER PROGRAMS TRAVEL TRADE OUTREACH 5
Partner selects one market of interest (CA, MX, DE, UK) and Brand USA finds a top-tier influencer (~ 1MM followers) to travel to your destination
Influencer’s content shared with Brand USA’s 7.5M social followers
Participants can make recommendations on what to cover
Content will be built into an itinerary and hosted on VisitTheUSA.com
Estimated campaign launch: Mid- to late-summer 2021
Add Participation Deadline: May 3, 2021
Columbia River Gorge, Washington
SOCIAL-FIRST VIDEO STRATEGY ENGAGES VIEWERS AND ENCOURAGES SHARING
As the USA looks to safely restart travel, now is the time to showcase your destination with video on social media. This turnkey video solution utilizes existing footage to highlight COVID-safe experiences that visitors are seeking now and invite travelers to visit when the time is right for them.
Music-driven videos that incorporate natural sound for an immersive experience
Simple messaging through bold graphics engages those watching without audio
Reassure and welcome viewers by focusing on experiences that emphasize fun and safety
COVID-appropriate footage considerations: social distancing, no large crowds, open spaces, road trips, outdoor dining, activities and attractions
Partners’ Owned Channels
Partners’ VisitTheUSA.com pages (hero image carousel or body copy)
Showcase your destination and increase consumer engagement through one robust program.
AWARD-WINNING INTEGRATED PROGRAM THAT GENERATES AWARENESS OF THE USA
Printed Travel Guides
Decrease in rates from 2020 program
300+ percent increase in digital media impressions per partner
Streamlined, turnkey approach to production leveraging existing assets
Designed to work for co-ops and provide meaningful results at all levels
Digital distribution optimized for mobile to capture broader audience
Equal distribution across selected markets and access to reporting by country
Detailed partner-specific reporting for all levels of participation includes market-specific media data
Targeted Media
Brand USA is offering partners the opportunity to create new pages or refresh content without requiring the media component.
REFRESH & CONTENT UPDATES*
Program Benefits
• Keep your content up to date as future travelers look for inspiration
• Provide partners with updated content that can be promoted and leveraged on their own channels
• Add relevant content in a more cost-effictive way
Program Options
State/City/Experience Page or Trips Page
• NEW PAGE, NO MEDIA
• REFRESH PAGE, NO MEDIA
* Rates available through June 2021.
REASSURE TRAVELERS WITH RELEVANT AND WELCOMING
CONTENT
Content Distribution
Traffic Generation
Custom Subsite
Destination Page
Trips Page
Experience Page
PROGRAM INCLUDES:
Partner featured on Air Canada’s USA Campaign Hub
Receives destination landing page, email ads, social posts, SEM and dynamic retargeting
7.8M estimated impressions
4-week campaign with 1 week as featured partner
Estimated campaign launch: August 2021
Participation Deadline: June 1, 2021
Ozark National Scenic Riverways, MissouriBoston, Massachusetts
GUIDE TRAVELERS FROM INSPIRATION TO BOOKING WITH MULTI-CHANNEL CAMPAIGN
Brand USA’s Multi-Channel campaigns offer innovative marketing opportunities, creating deeper engagement with destination content.
The Canada Multi-Channel program features Facebook, Google Display Network, Expedia and market-specific media channels*
* Media channels may vary based on program selection.
RE-ENTER MARKETS WITH UPDATED MESSAGING DRIVING TO BOOKINGS
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OPPORTUNITIES:
Refresh content
Select preferred timing
Extend the campaign
Partners with commitments in paused Multi-Channel programs may move to the Canada campaign
Tier level will remain same in new program
Select preferred timing
Ask your engagement team member for new Canada Multi-Channel program details
All partners in paused Canada Multi-Channel will be contacted to confirm
12.3M+ Post-Media Impressions
$11.6M in Expedia Hotel Bookings
Post-View/Click*
*Total gross revenue booked across Expedia Group brands after viewing or clicking on a MultiChannel banner ad; 30-day look-back window.
Packages include a multi platform campaign that advertises across Rogers’ vast media network.
Clearwater Beach, Florida
Partners receive television ads on City TV and digital display ads in the targeted city of their choice: Toronto, Vancouver or Montreal.
TIERED PACKAGES INCLUDE:
6-week City TV campaign
8-week display network campaign
Opportunity to target traveler segment in digital campaign
Campaign launch: Ongoing through December 2021
The partnership with Brand USA and Expedia Group Media Solutions offers a variety of advertising solutions that help you reach the right audience at the right time with the right message. Achieve your marketing objectives while growing your return on investment with Expedia Group’s suite of innovative and proven advertising solutions.
Sojern analyzes 500 million unique traveler profiles and billions of predictive purchase signals per month to activate multi-channel marketing solutions and drive bookings. By layering Sojern’s proprietary search and booking travel data, it reaches and converts highly engaged audiences of potential visitors to the USA.
Tripadvisor delivers a significant opportunity for destinations and travel organizations to generate a global presence in 49 countries and 29 languages. The Brand USA program with Tripadvisor enables you to utilize all available targeting methods by domain, geographic region and IP address on Tripadvisor’s family of domains.
Montana