Global Perspective: December 2024

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Brand USA and Expedia Launch "A Somewhere for Everyone" Campaign in Canada and Japan

Expedia

Brand USA and Expedia have joined forces for an exciting new campaign: A Somewhere for Everyone. This co-op campaign marks the first collaboration between our organizations to develop a full-funnel strategy that connects travelers to unforgettable U.S. experiences. Running from November 12, 2024, through February 2025, the campaign is designed to inspire travelers from Canada and Japan to explore the United States through seamless trip planning and compelling storytelling and is expected to yield over two times the value for our investment. 

Campaign Highlights:

  • Integrated Full-Funnel Approach: The campaign spans the entire travel journey—from inspiration to booking—featuring creative assets that spotlight iconic and off-the-beaten-path destinations across the USA.
  • Objectives: Encourage multi-city travel and simplify the perception of planning a U.S. vacation.
  • Target Markets: Canada and Japan, with Japan strategically selected to align with the Japan-USA Tourism Year initiative and Expedia’s growing market focus.
  • Campaign ethos: Go in any direction in the USA and you’ll find vast, ever-changing landscapes, skylines and attractions. No two corners of the country are alike. That diversity allows a place for every traveler, no matter their personality, taste or passions, to experience something that resonates with them. Here, there’s a somewhere for everyone.

 

This partnership has also unlocked additional opportunities beyond the full funnel campaign:

  • Travel Shops: Brand USA is among the first Destination Marketing Organizations (DMOs) to leverage Expedia’s innovative Travel Shops. These cutting-edge, shoppable storefronts on the Expedia app allow creators and brands to share travel recommendations that travelers can effortlessly save and book—transforming inspiration into action.
  • Expedia B2B network: Through Expedia’s robust B2B network, we have participated in Expedia TAAP (Travel Agent Affiliate Program) events, with a representative serving as the keynote speaker to engage travel agents and drive awareness of U.S. destinations.

  •  Search Engine Marketing to Hotels.com: Additional value is being generated through a U.S. media takeover, driving traffic to curated U.S.-focused creative and boosting search engine marketing (SEM) performance across Expedia’s platforms, including Hotels.com.

     

Check out a few of the campaign assets:

 

Together, we’re bringing to life the message that the USA is truly a destination for everyone, with endless possibilities for discovery.