Annual Partner Programs Brochure - Digital

BRAND USA

PARTNER OPPORTUNITIES

Brand USA is committed to helping strengthen our partners’ international marketing efforts in response to COVID-19.

2021-2022

Venice Beach, California

BRAND USA’S MISSION

As the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend and market share to fuel the nation’s economy and enhance the image of the USA worldwide.

COVID-19 IMPACT

Blackwater Falls, West Virginia

Our industry is resilient. When it is safe to do so, the world will travel again. Brand USA’s current focus is to inform and support our partners and to keep the USA top-of-mind among consumers. Our programs will continue to evolve.

TABLE OF CONTENTS

Brand USA’s goal is to provide partners with strategic solutions offering maximum value by activating programs in priority markets within a short time frame.

INTERACTIVE TABLE OF CONTENTS: CLICK BY PROGRAM TO LEARN MORE

Recovery Strategy

2022 Global Inspiration Program

The Many Voices of the USA Video: Social Cuts

My Destination Story

The Global Marketplace: Renewals and Events

Visit The USA Website Content Updates

Multi-Channel: Relaunch and New

Travel Week Europe

Digital Magazine

Affinity Programs (Expedia, Sojern and Tripadvisor)

Market-Specific: Canada, Mexico, UK, Germany and China

Destination 101: Customized Training

Videos for the Travel Trade

GoUSA TV

Partnership Resources

Contact Us USA Discovery Program

RECOVERY STRATEGY

Showcase only-in-America travel experiences through robust, multi-platform co-op opportunities that create value and drive engagement for our DMO and Travel Industry partners.

PRIMARY RECOVERY MARKETS:

Air Canada Co-Op

UNITED STORIES

United Stories will continue this year, evolving from its strong creative base to now offer a page for visitors. They will write their own stories, contributing to the core united story of the USA. The next phase of the campaign aims to suit the values and needs of the world today while continuing to share the stories of real people.

We’ll continue to tell our partners’ stories and show the world the unity and diversity within places, proximity, people, emotion and the feeling you get from discovering all the wonder the USA offers.

Rogers Media

Gobal Marketplace

USA Discovery

Televisa

PriceTravel Co-Op

Global Marketplace

USA Discovery

British Airways Co-Op

Trailfinders Co-Op

JCDecaux

Global Marketplace

The Telegraph

USA Discovery

Travel Week Europe

Multi-Market Oportunities

Canusa Co-Op

FTI Touristik Co-Op

DerTour Co-Op

Global Marketplace

USA Discovery

Travel Week Europe

Affinity Programs

GoUSA TV

Video Programs

Global Inspiration Program

Multi-Channel Programs

VisitTheUSA.com Programs

Global Marketplace

CREATIVE PLATFORM

CELEBRATING THE DIVERSITY OF THE USA THROUGH LOCAL EXPERIENCES

The Many Voices of the USA is Brand USA’s multicultural initiative to share with visitors culturally authentic experiences in the United States.

Through storytelling and promotion via Brand USA's marketing channels, we will amplify the multicultural voices, travel experiences, and itineraries that truly make the United States unique. Our always-on initiative will highlight culturally rich, partner-developed content and provide a platform to showcase these notable experiences.

To tap into the undiscovered cultural sites and mustsee places in our country, we invite our partners to share diverse, inspirational content. Together, let’s showcase the stories and experiences that are deeply rooted in our people. Let’s highlight the diverse voices, businesses, cities, and neighborhoods that uniquely make up the fabric of the USA.

TOGETHER WE’RE BUILDING THE FUTURE OF U.S. TOURISM

PARTNER OPPORTUNITY

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

TRAVEL WEEK EUROPE

Brand USA is delighted to welcome back U.S. exhibitors as well as European buyers to London’s County Hall. This annual event will bring together key players in the U.S. and European travel industry to discuss trends, challenges, innovations, and the opportunity to drive future visitation to the United States.

 TRAVEL WEEK EUROPE 2021

London, England

October 25-28, 2021



TRAVEL WEEK EUROPE 2022

Frankfurt, Germany

September 25- 29, 2022

London, England

DESTINATION 101: CUSTOMIZED TRAINING VIDEOS FOR THE TRAVEL TRADE

NEW, HIGHLY ENGAGING VIDEO PROGRAM

Help travel agents learn about your destination with informative, easyto-understand training videos.

COMPELLING AND

Denver, Colorado

CONTENT STRATEGY

APPROACH

DISTRIBUTION

 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.

USA DISCOVERY PROGRAM

USA DISCOVERY PROGRAM

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.

MARKETS: GLOBAL, AUSTRALIA AND NEW ZEALAND, BRAZIL, CHINA, FRANCE, GERMANY, INDIA, ITALY, MEXICO, SOUTH KOREA, AND THE UK AND IRELAND

REASSURE EXISTING TRAVEL TRADE AND NEW BUYERS YOUR DESTINATION IS READY TO DELIVER GREAT VISITOR EXPERIENCES

TheBrandUSA.com

FY2020 ACTIVE USERS 39,838 +72% YOY

FY2019 ACTIVE USERS 23,170

PARTNER OPTIONS:

 BUILD A CUSTOM BADGE

 REFRESH CONTENT

 ANNUAL RENEWAL:

Partners Can Select One Option

Miami, Florida

1 Updates to location State Page* content

2 Promotional offer options

*For state partners only

2022 GLOBAL INSPIRATION PROGRAM

INSPIRE TRAVELERS AROUND THE WORLD WITH THE RE-IMAGINED GLOBAL INSPIRATION PROGRAM

Showcase your destination and increase consumer engagement through one robust program.

KEY BENEFITS

COST-EFFECTIVE

Decrease in rates from 2020 program

EXPANDED REACH

Targeted Media

AWARD-WINNING INTEGRATED PROGRAM THAT GENERATES AWARENESS OF THE USA

300+ percent increase in digital media impressions per partner

EASY TO PARTICIPATE

Streamlined, turnkey approach to production leveraging existing assets

SCALABLE

Designed to work for co-ops and provide meaningful results at all levels

DIGITAL FIRST

Digital distribution optimized for mobile to capture broader audience

HIGHLY TARGETED

Equal distribution across selected markets and access to reporting by country

ROI FOCUSED

Detailed partner-specific reporting for all levels of participation includes market-specific media data

Printed Travel Guides

Digital Content

VIDEO: SOCIAL CUTS

VIDEOS DESIGNED TO PROMOTE YOUR DESTINATION NOW

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 visitors are seeking now and invite travelers to visit when the time is right for them.

CREATIVE STRATEGY

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

DISTRIBUTION

 Partners’ Owned Channels

 Partners’ VisitTheUSA.com pages (hero image carousel or body copy)

VIDEO AND VISIT THE USA GLOBAL WEBSITES

KEEP YOUR CONTENT UP-TO-DATE AS FUTURE TRAVELERS LOOK FOR INSPIRATION

CONTENT REFRESH: LIMITED TIME OPPORTUNITY

Brand USA is offering partners the opportunity to create new pages or refresh content without requiring the media component. Partners can update and refresh their Visit The USA content on State, City, Experience and trips pages.

VIDEO PROGRAMS

Road Trips

Destination-at-a-Glance

Destination Features

Experience Page

DIGITAL REACH AND ENGAGEMENT

Content Distribution

Traffic Generation

Video Distribution

REASSURE

TRAVELERS WITH RELEVANT AND WELCOMING CONTENT

VISIT THE USA GLOBAL WEBSITE PROGRAMS

Custom Subsite

Destination Page

Trips Page

Experience Page

NEW, IMMERSIVE CONTENT TO INSPIRE AND INSTILL CONFIDENCE IN CONSUMERS AS THEY BEGIN TRAVEL PLANNING

DIGITAL MAGAZINE

Brand USA’s re-imagined digital magazine initiative offers the benefits of an immersive storytelling platform that is mobile optimized, market specific and inspiring, thus increasing consideration and leading to bookings. New distribution channels include programmatic media with behavioral and contextual targeting, along with Expedia Passport and onsite ads, to reach consumers where they are seeking travel information to influence their buying decisions. Digital magazines are a perfect complement to Multi-Channel programs, combining a higher funnel engagement tactic followed by mid- to lower-funnel cross-channel marketing to inspire and convert.

PROGRAM DETAILS

 Available January 2022

 Markets: Canada, United Kingdom, Germany and Mexico

 Up to 10 features for your destination and partners

 Detail reporting

GOUSA TV

GoUSA TV is America’s only global streaming travel channel, featuring shows that inspire travelers to visit the USA. GoUSA TV is available on Roku, Apple TV, Amazon Fire, Google Chromecast and via mobile on iOS and Android. No subscription or fee is required.

We encourage partners to submit storytelling videos. For details, visit: TheBrandUSA.com/GoUSA-TV/ Information GoUSAtv.com

CONSUMER-LED RECOVERY PROGRAMS: MY DESTINATION STORY

MY DESTINATION STORY

This initiative leverages United Stories’ creative platform for a unique and personal way to tell stories about a place from different points of view. Partners receive video assets specifically created for social channels that include a narrator telling a personal story about three experiences in the featured destination. In addition to the paid media distribution, partners benefit from exposure on the United Stories hub across all VisitTheUSA.com global sites and Brand USA’s overarching consumer media strategy to drive additional engagement.

PROGRAM DETAILS

 :30 and :15 video cutdowns to be created (existing and new footage)

 Instagram and Facebook - for media distribution of videos

 Primary KPIs include impressions, engagements, completed video views

 Added-value inclusion of Brand USA selected tour operators as CTA

 Markets: Canada, United Kingdom, Germany and Mexico

 In-Market Dates: Winter 2022

BE A PART OF BRAND USA’S LARGER RECOVERY STRATEGY. RE-ENTER KEY MARKETS WITH NEW CONTENT AND A TARGETED SOCIAL MEDIA CAMPAIGN.

Santa Monica, California

PERSONAL CONNECTIONS WITH U.S. DESTINATIONS PLUS ACTIVATION

MULTI-CHANNEL PROGRAMS

RE-ENTER MARKETS WITH UPDATED MESSAGING DRIVING TO BOOKINGS

GUIDE TRAVELERS FROM INSPIRATION TO BOOKING WITH A TRANSFORMED MULTI-CHANNEL CAMPAIGN

STORYTELLING, ENGAGEMENT, ACTIVATION & BOOKINGS

As we welcome the world back and create demand to visit the USA, Brand USA is transforming the Multi-Channel programs to provide information travelers are seeking. Our emphasis will be on markets that show the strongest intent to travel to the USA.

As part of the transformation, partners have a new opportunity to drive engagement and increase consideration by telling their story in a personal way with content that is most relevant to the market. This multi-channel, multi-media approach provides a powerful mix of mid- to lower-funnel channels that inspire and lead to conversions.

Continued on next page 

Boston, Massachusetts

MULTI-CHANNEL PROGRAMS

Continued from previous page

Through a multi-channel, multi-media approach, destinations, hotels, attractions and other travel partners can market together to inspire travelers and create bookings in key markets.

FY19 RESULTS

10.6M+ Google Clicks

MULTI-CHANNEL MARKETS*

 Australia

 Brazil

 Canada (East and West)

Phase 1 market

 France

 Germany

Phase 1 market

 Japan

 Mexico

Phase 1 market

 South Korea

 United Kingdom

Phase 1 market

LAUNCHES SPRING 2022

DIGITAL MAGAZINEMOBILE OPTIMIZED

Utilize complimentary media channels to engage consumers with your content across devices with easily consumable content. Available in select markets.

EXPEDIA MEDIA WITH CUSTOM LANDING PAGES, DRIVES CONSUMERS TO BOOK Attribution PV/PC reporting metrics to prove success

1.96M+ Facebook Engagements

$133.4M in Expedia Hotel + Flight Bookings Post-View/Click*

12.3M Mobile Takeover Unit Impressions

 NEW PROGRAMMATIC MEDIA STRATEGY WITH CAROUSEL AD UNITS

50%+ increase in reach over past programs – detailed reporting included

* Re-entry timing subject to change pending market conditions. Media channels may vary based on program selection.

*Total gross revenue booked across Expedia Group brands after viewing or clicking on a MultiChannel banner ad; 30-day look-back window.

AFFINITY PROGRAMS

EXPAND YOUR REACH WITH BRAND USA’S OTA PARTNERS

QUICK TO MARKET

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

MARKET-SPECIFIC: CANADA

Clearwater Beach, Florida

AMPLIFY YOUR MESSAGING WITH THE LARGEST AIRLINE OR MEDIA COMPANY IN CANADA

Promote your destination with the leading Canadian communications and media company. Packages include a multi-platform campaign that advertises across Rogers’ vast Digital Media Network and dynamic TV programming on CityTV.

Increase flight demand to your destination with an Air Canada promotional campaign. Partnership opportunities available in 2022.

MARKET-SPECIFIC: MEXICO

TOUR OPERATOR PROGRAM

Brand USA has partnered with PriceTravel, one of Mexico’s biggest Tour Operators, to offer destinations a turnkey program that includes digital advertising, social media, SEM, travel agent training and OOH opportunities.

PARTNER WITH LARGEST MULITMEDIA

COMPANY

IN THE SPANISH-SPEAKING WORLD AND LEADING TOUR OPERATOR TO ATTRACT MEXICAN VISITORS TO THE USA

Based in Mexico, Televisa is the largest multimedia company in the Spanish-speaking world. Brand USA is partnering with Televisa to create special opportunities at varying levels for destinations to influence Mexican travelers through pay TV, along with broadcast and digital channels, to reach a highly targeted audience with relevant content.

New York, New York

TOUR OPERATOR PROGRAM

Partner with Trailfinders, the experts worldwide in travel and pioneers of tailor-made itineraries to provide exposure to your destination in the UK. The program, which provides different tier levels, includes advertising in social media, newspaper publications, and online and email promotions to place your destination in front of the right audience at your desired time.

PARTNER WITH LEADING MEDIA BRANDS AND TOUR OPERATORS TO PROMOTE YOUR DESTINATION

The Telegraph offers Brand USA partners a multifaceted program that will reach millions of potential travelers through exposure in the UK’s No. 1 quality news brand and travel publisher. The Telegraph team will produce both informative and inspiring content that will be amplified across a variety of channels to gain a wider reach.

Reach a qualified audience in the UK with this multifaceted program, which includes print and digital media in The Sun and The Times publications, providing U.S. destinations the opportunity to customize the campaign to their needs and target audience.

TOUR OPERATOR PROGRAM

Brand USA and British Airways partnered together to create a turnkey program for destination partners to reassure, inspire and encourage travel to the United States. The campaign includes a partnership with a trusted media publisher and coverage on key British Airways channels to maximize exposure on high traffic pages, providing destination specific reporting.

UK OUT-OF-HOME

Dedicated to delivering the highest quality outof-home advertising solutions, JCDecaux is the No. 1 outdoor advertising company in the world. Together, Brand USA and JCDecaux utilize the most sophisticated out-of-home infrastructure to promote U.S. destinations, targeting the UK’s young, affluent and urban population.

Columbia River Gorge, Washington

TOUR OPERATOR PROGRAM

DER Touristik is one of the leading travel companies in Europe and currently ranks as Germany’s second largest tour operator to travel to the USA. Brand USA offers destinations various opportunities to be featured in B2B and B2C channels to reach a targeted audience in Germany with destination specific reporting.

PARTNER WITH LEADING TOUR OPERATORS TO REACH GERMAN TRAVELERS

TOUR OPERATOR PROGRAM

Brand USA is partnering with FTI, the third-largest tour operator in Europe, to drive engagement and bookings from Germany to the United States. A combination of digital content via an e-magazine, display and social media promote your destination with bookable options.

TOUR OPERATOR PROGRAM

CANUSA and Brand USA partnered to provide destinations with multichannel opportunities to drive engagement and bookings from Germany to the United States. CANUSA’s knowledge of the German market, combined with your destination’s input, form the best foundation for developing creative campaigns that generate a real impact on demand with measurable results.

Ozark National Scenic Riverways, Missouri

LEVERAGE BRAND USA’S IN-MARKET CONSUMER AND TRADE AGENCY IN CHINA

CHINA TRAVEL TRADE

Travel trade relationships are at the core of the travel industry and work to effectively develop and sell products promoting U.S. destinations. This program offers the necessary scale and scope of trade outreach required to make an impact in the China market through a greater integrated approach.

This opportunity provides partners with in-market representation and trade support staff, strategic product development, PR, access to market intelligence reports, as well as social media management, if desired.

Lake Charles, Louisiana

PARTNERSHIP RESOURCES – HELPFUL LINKS

Sedona, Arizona