Utilizing the Power of the big screen with Brand USA
About Brand USA
Brand USA, the nation's destination marketing organization, promotes the United States as a premier travel destination through its consumer brand “Visit The USA”. One of its key strategies is leveraging the power of television advertising to reach a global audience. Through captivating TV campaigns, Brand USA showcases the diverse landscapes, vibrant cities, and unique cultural experiences of the U.S.
Brand USA's multi-channel campaign portfolio is designed to inspire and engage viewers, encouraging them to explore the country's vast and varied destinations. By leveraging storytelling, high-quality visuals, and compelling narratives, the ads create an emotional connection with potential travellers.
Brand USA aims to utilise the power of the big screen and to be seen in the living rooms of European households, particularly in Germany and France. This was made possible through the partnership with RTL AdAlliance, with incredible results. Join us as we dive into the success of this visually captivating campaign.
“Visit The USA saw outstanding results with the Experience It All campaign, successfully reaching the RTL audience through BVOD in Germany and France. We’re confident our message resonated with the right audience, as evidenced by a nearly 10-point increase in positive perception across both countries. The campaign effectively highlighted the USA as a destination rich in cultural attractions, driving both awareness and interest."
The Campaign Idea
The Brand USA campaign features breathtaking U.S. locations and leans into the idea, that places and monuments are more than just that. They touch our emotions; they provide memories and feelings - this is what the campaign focuses on.
Shown in France and Germany, Brand USA's latest TV ad campaign, featuring three 30-second creatives tailored to both countries, was a hit. We saw a great impact of brand memorisation and an increase in wanting to visit the USA among the target audience.
Results of the Campaign
The campaign’s most impactful outcome is its influence on viewers' intent. We observed a direct increase in the intent to visit the USA among those aware of the ad in both countries.
As the ads showcase many different cultural attractions, it’s worth noting their impact on brand perception - especially in recognizing the USA as a destination rich in cultural attractions, with an almost 10-point increase across both countries thanks to the campaign.
Furthermore, the creative itself has shown great success as a campaign.
In France, the likeability is nine points over the benchmark, showing that 80% of the respondents had a positive reaction to the ads and really liked them.
In Germany, we observed an even higher lift above the benchmark, with three in four respondents liking the ads- a result significantly exceeding expectations, as it is nearly 20 points above the benchmark for ad likeability in the country.
In the end, the results of this campaign effectiveness study show a particularly high intention score. All three ads report an above-the-norm result reagarding the intent of visiting the USA after having seen the campaign - especially for the “Family Time” version of the ad.
Lastly, the campaign goal to show how diverse, welcoming and full of possibilities the USA is, was fully met. When asked to what extent a selection of statements would apply to the ad that the viewers just had seen, their responses clearly reflected these goals. This shows how well the narrative of the ads aligned with the goal of the campaign, making it a success.
