merit
The U.S. is often recognized internationally as just New York, LA, Miami, and Washington D.C. In this campaign, we set out to show international travelers that we are so much more—more than the headlines, more than the movie scenes. The U.S. is a vast country, full of endless possibilities, offering so many discoveries to so many different types of people. To reach multiple international markets and cultures, we tapped into the universal language of emotions, creating a modular, easily replicable campaign that speaks to every traveler, no matter where they’re from or what they’re seeking.
Increase consideration of the USA as a travel destination by showcasing that whatever you are looking for in a vacation destination, you can find and experience it in the U.S.
The "Experience it All" campaign didn’t just inspire people to visit—it invited them to truly feel the U.S.
It spoke to travelers across diverse personas, using language and visuals that revealed the deeper truth: a trip to the U.S. is more than what meets the eye. “More than trails, the thrills”, “More than scenic roads, the path to happiness” and many more curated copy lines that inspire international travelers to imagine the depth of experiences and emotions a trip to the U.S. can bring them. Because a perfect trip is not just about the places you see, but the stories and feelings it evokes in you.
The campaign has garnered an impressive 7.7B Impressions, 1.8B completed video views, and 27.5M on-site web conversions across OLV, social video, display, and linear TV in 21 countries.
In partnership with Sojern, we generated an incremental $270MM in economic impact at a 45:1 return on ad spend across CTV, pre-roll, and display tactics. The videos also beat CPCV-indicated benchmarks by 80%.
