Australia and New Zealand Global Office Update
Brand USA MegaFam and Marketing Initiatives in Australia and New Zealand Deemed a Huge Success
Brand USA Australia and New Zealand celebrated a successful MegaFam and productive marketing initiatives, all geared towards encouraging travelers to visit the United States.
A total of 60 travel agents from Australia and New Zealand enjoyed a music-themed MegaFam, visiting 12 states which will help them better sell those destinations to clients.
Winning a Brand USA and Air New Zealand incentive, the 30 Australia and 30 New Zealand travel agents split into teams and explored different itineraries: Rocking the Pacific Northwest in Washington and Oregon; Soul Sounds of the South in Louisiana and Mississippi; Dancing through the Midwest in Illinois and Michigan; Neighborhood Vibes in California and Arizona; Folk Songs from the Last Frontier in Alaska; and Native American Sounds in Montana and North Dakota
The trip culminated in Las Vegas, showing the city’s unique blend of world-class restaurants, shopping, entertainment and nightlife. Highlights included a night flight over the Las Vegas with Maverick Helicopters; The Beatles LOVE by Cirque du Soleil and a grand finale event at the glitzy Havana Room at Tropicana Las Vegas. To secure a spot, travel agents had to sell roundtrip Air New Zealand flights to the USA. They also attended Brand USA hosted road shows across Australia, where they learned about the diverse MegaFam itineraries.
Meanwhile, Brand USA partnered with Adventure World to create campaigns to entice travelers to the U.S.
The campaigns, held between June and September, had the themes of Adventure in the USA, U.S. Road Trips, and U.S. Music and Culture. The initiative contained content across multiple platforms, showcasing a range of USA experiences, itineraries, and small group journeys. Audiences were directed to a landing page for each campaign, with content promoted across social channels, advertorial, trade advertising, and digital advertising. Adventure World also is partnering with National Geographic Traveler magazine for a feature article.
Brand USA also recently partnered with Excite Holidays for a first-ever campaign focused on music as being a driving force behind a traveler’s desire to visit many U.S. destinations.
People often travel distances to watch their favorite musician perform. With that in mind, Brand USA, Choose Chicago and Travel Portland worked with Excite Holidays on the campaign which involved multiple destination guides, trade advertising, and newsletters to Excite Holidays’ highly-engaged database as well as editorial in print and online.
Portland and Chicago each received custom destination guides, promoting food and drink, essential experiences, entertainment, culture, special events, festivals, and accommodations. A third guide, Music Cities, was broken down by musical genre and educated travel agents on American music cities such as Memphis, Los Angeles, Miami, New York, Austin, and Seattle.