Case Study Film
My Role and Responsibilities
CCO & Creative Lead
Creative Direction
Design Direction
Influencer Engagement
Production Oversight
Date: 2017 - Present
Agency: Beautiful Destinations
Brief
Bring to life the inspiring stories of the people and places of the United States to attract and boost global travel to the US post Covid. Develop a part existing domestic campaign to a global campaign relevant to differentiated market needs.
Challenge
Post covid and during the Trump/Biden election, The USA depreciated in attraction for a holiday destination globally with factors of distance, uncertainty of post covid regulations, and general bad publicity in the global press.
Idea
America, A United Story: We crafted a campaign designed to invite travllers from around the world, to come and write their story in the USA, as the USA is one big story containing many. We engaged consumers and the travel trade, across all demographics and income groups, creating “United Stories” the USA’s global tourism brand & marketing platform. We built a targeted global hero campaign and library of premium ‘always on’ content specifically designed for every platform Brand USA appears.
Expression
Brand Strategy, Tagline, Film, Digital Focused Content, Photography, Design, Tone Of Voice.
Result
Throughout the full tenure of the campaign, the results were unprecedented. We drove an incremental 1.13 million visitors to the US. Over 1.1 billion social media impressions, hundreds of millions of video views and tens of millions of social media engagements.
Marketing Performance Dramatically Increased by Using the Content: with a 134% Increase in view-through rates, a 5.3x Increase in click-through rates, and a 107% Increase in engagement rates, compared to Brand USA’s previous paid ad campaigns.
Overview
To increase visitation to the destination, we conducted global research to identify Brand USA’s Growth Visitor, informed by our community data & proprietary Traveler Archetype Analysis. From this, we identified the most effective stories, informing everything from messaging, to the creators we used to our go-to-market strategy.
United stories saw two versions of the campaign. We elevated the idea of where we first began creating ‘United Stories’ on a domestic level featuring Americans discovering America, to sharing stories of foreign and US travelers alike discovering American destinations from the known to the unknown, with all the individual stories coming together to write one story; America, A United Story.
We built a library of premium ‘always on’ content specifically designed for every platform Brand USA appears, creating over 2000 assets, from global campaign hero TVC and longer form digital content series to tactical OOH, social first reels, stories and activations, canvas ads and targeted paid ads data lead by tribes. We also created content for trade and partner programs that seamlessly connected to the core campaign messaging.
The Impact
Using different vehicles to tell different stories not only gave us the agility and flexibility to travel the vast expanse of America, but also the ability to react in the moment and capture authentic stories as they unfolded on the ground (or in the water!).
Most importantly, through innovative digital marketing and powerful storytelling we inspired, informed and changed the perception of the United States worldwide.
Pre Covid, The results were unprecedented.
We drove an incremental 1.13 million visitors to the US.
Over 1.1 billion social media impressions, hundreds of millions of video views and tens of millions of social media engagements.
Marketing Performance Dramatically Increased by Using Our Content: with a 134% Increase in view-through rates, a 5.3x Increase in click-through rates, and a 107% Increase in engagement rates, compared to Brand USA’s previous paid ad campaigns.
Together, Beautiful Destinations and Brand USA have opened new doors for domestic and international travelers, and welcomed everyone to write their story in the USA.
Campaign Markets: UK, Germany, Spain, France, Russia, USA, China, Latam
Campaign languages: English, French, Russian, Arabic, German, Spanish
