Air France Campaign Features Music-Inspired Trips in USA
Brand USA teamed with Air France to appeal to French consumers by promoting a line-up of music-inspired itineraries in various regions of the United States. The itineraries were available through a tour operator that works with the airline.
This one-week La Collection Air France campaign used the itineraries to spotlight these three regions: Pacific Coast (Seattle, Washington, to Los Angeles, California); South (Houston, Texas, to Atlanta, Georgia, through New Orleans, Louisiana, and Nashville, Tennessee); and Midwest (Dallas, Texas, to Chicago, Illinois, through Memphis, Tennessee, and Indianapolis, Indiana).
Messaging to French travelers underscored how visitors to the United States can enrich their travel experiences by exploring U.S. destinations beyond the traditional gateway locations.
This campaign also spins off of Brand USA’s “Hear the Music, Experience the USA” marketing push, which began with the 2018 release of Brand USA’s second giant-screen documentary, “America’s Musical Journey.” The film traces the evolution of the signature styles of American music as they correlate to iconic locations throughout the United States.
The joint effort with Air France included ads on Facebook, which garnered 60,000 views. Additionally, it generated 2,100 requests for price quotes, and ultimately led to 400 U.S.-bound travelers from France.
Training in Belgium
During December, Brand USA partnered with the Visit USA Committee in Belgium to present an agent training session for more than 80 Belgian travel agents. The event was held at the residence of the U.S. ambassador in Brussels, Ronald J. Gidwitz. The ambassador also attended the training presentations.
Alaskan Webinar
Agents in France, Belgium, and Luxembourg participated in the 10th Alaskan webinar of 2018. The 82 agents who signed into the online seminar established a new attendance record for this series of training sessions.