Brand USA has a new campaign, “See How Far You Can Go—a new interactive website feature that it launched last week aimed at getting more international travelers to come to the United States by engaging them through interactive features on its website (VisitTheUSA.com), and challenging site visitors to see how far they can go” while at the site.
The new interactive campaign will launch in 11 major international markets: including Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, South Korea and the UK. Combined, these markets account for nearly four out of every five (79 percent) international visitors who come to the United States, according to the latest data available from the U.S. National Travel and Tourism Office. Under a goal established several years ago, Brand USA would like to bring 100 million visitors to the U.S. by 2021.
The campaign will target various forms of social media and feature unique video content captured from a first person viewpoint designed to make the experience more relatable and shareable. It will focus on a trio of aspects, including possibilities, proximity and personas, with the latter encompassing excitement, local and escape.
Brand USA will look to showcase the many and often unknown possibilities overseas visitors will have within a few hours of their gateway into the U.S. That component is targeted toward “people who are in a situation where their pockets are challenged or they perceive that their dollars won’t go as far,” Brand USA President and CEO Christopher Thompson told the trade publication, Travel Pulse.
“Whatever is motivating them as far as the persona, it [the campaign] invites them to picture themselves in the middle of that and it’s a social-first approach, meaning that the creator actually has them in the middle of one of those experiences,” added Thompson.
Brand USA hopes is that its website users will not only be drawn to the content but share it as well. “That third party validation of the experience is way more compelling than any way that we could tell the story,” said Thompson.