Brand USA
Digital, print, video
Agency: Geometry
Brand USA (BUSA) is the official tourism brand of the USA. We created a campaign that was launched globally to encourage a vacation to the USA. The draw being that you can experience many different things in any area of the USA without having to travel too far. It’s “All within your reach.”
This campaign included print ads, OOH, HTML banners, a BUSA website refresh, on-line video, movie theater video ads, and video OOH ads.
Since the vacation interests of the world differ greatly from country to country we created two different branches of the campaign. The first direction titled "Local" is for the traveler who wants to do it all, see it all, and experience the USA like a local would. The second direction titled "Escape" is for the traveler who wants a relaxing more low-key vacation.
In our print ads we designed a visually stunning image that would show not only a familiar USA destination, but also a different type of experience that you may not have expected that is available close by. While we were unable to redesign the entire www.visittheusa.com website, we were able to refresh the imagery on the key pages to have a consistent look-and-feel with our new campaign.
Print Ad: Hamptons and Manhattan
Print Ad: San Francisco and Los Angeles
Print Ad: Monument Valley and Las Vegas
www.visittheusa.com Homepage refresh to tie-in our new campaign look
www.visittheusa.com Campaign Landing Page refresh to tie-in our new campaign look
www.visittheusa.com City/Destination Page refresh to tie-in our new campaign look
Online Videos
These videos played as online video ads outside the US.
Local - for travelers who want to see it all and experience it like a local
Escape - for travelers who wanted a more relaxing vacation