Brand USA creates mobile content creation lab to spotlight first-person perspectives of American culture via locals, influencers, and travellers.
Brand USA, destination marketing outfit for the United States, has debuted United Stories, a mobile content creation lab established to document compelling experiences carved from local perspectives. A nationwide initiative, the aim is to inspire travellers to visit America.
Prolific content creators, storytellers, and influencers will explore various points of interest, events, and attractions countrywide in visually arresting #UnitedStories vehicles. To realise and deliver the overall strategy, Brand USA will be teaming up with Beautiful Destinations.
Beautiful Destinations is the largest tourism community on social media, while dedicated to capturing best-in-class travel content. The collaboration will enable Brand USA to generate content at the speed of consumption as well as promote the breadth and depth of America.
The organisation has enlisted French street artist, Etienne Bardelli, to carve a high-impact design for its vehicles. Inspired by iconic American graphics such as state flags and vintage National Park posters, the pattern will be instantly identifiable with the United Stories push.
A trail spanning plains, mountains, valleys, deserts, and cities, it celebrates the destination as a collection of places and encounters. Brand USA will create a backdrop that depicts the diversity of its people and the visitors who have immersed in its culture, roots, and roads.
“Travellers are increasingly looking for local experiences not found in travel brochures. This campaign is an open invitation to visit the USA, experience the warmth of American people, and engage with the vast diversity of our destinations,” said Tom Garzilli, CMO, Brand USA.