Brand USA Unveils Marketing Campaign to Promote its Go USA TV on Roku
Brand USA has launched a major advertising campaign on Roku to promote GOUSA TV, the destination marketing organization’s connected TV app that travelers across the globe will be able to access.
The campaign on Roku, one of the largest over-the-top video platforms, is part of Brand USA’s strategy to promote the United States on everything from mobile phones to giant-screen and everything in between through GOUSA TV, the first-of-its-kind connected TV network accessible to travelers across the globe on Apple TV, Roku, and Amazon Fire.
GoUSA TV will feature best-in-class created, curated and licensed video content to inspire, invite and welcome travelers to visit the USA. The platform will offer real, authentic and on-demand video content about travel experiences in the USA in short, medium and long-form.
The Roku campaign for GoUSA TV, released March 5, consists of banner advertising and two 30-second spots designed and created by This Is Citizen, one of Brand USA's creative content agencies.
The first spot, called "The Sounds of the USA," uses a variety of soundscapes to entice viewers to visit GoUSA TV. From birds singing to taxi cabs to the crash of the ocean waves, the spot uses both nature and culture to showcase the diversity of travel in the USA.
In the second spot, "For the Love of Music: The Story of Nashville," Brand USA showcases a documentary which features the evolution of artists like Johnny Cash, Eric Church, and Martina McBride and musicians, songwriters, producers and artists who live and breathe the inspiration of this great city.
“We are at the forefront of delivering authentic, inspiring and entertaining content that connects travelers to all the experiences the USA has to offer,” said Tom Garzilli, Brand USA’s chief marketing officer. “A big part of our role as the nation’s destination marketing organization is to invite, welcome and thank travelers for coming to the USA and this connected TV platform will help us engage and attract a greater audience than ever before with entertaining content that captures and keeps viewers coming back again and again.”
Brand USA, which will launch GoUSA TV on Google Chromecast and leading platforms in China in 2019, is turning to video and GoUSA TV because people operate in a multi-screen, multi-platform world, with one in three consumers saying they have never had cable television or no longer do and time with digital video is on the rise.
Consider this:
- By 2025, half of viewers under 32 will not subscribe to a pay TV service.
- Currently 80 percent of television sales are internet-enabled, interactive televisions that support the increasing number of consumers who consider themselves “cord-cutters.”
- Over half of video content is viewed on mobile.
- Approximately 92 percent of mobile video viewers share videos with others.
- Social video generates 1,200 percent more shares than text and images combined.
- Viewers retain 95 percent of a message when they watch it in a video compared to 10 percent when reading it in text.