Brand USA to Launch “More to Discover” Campaign
Brand USA is set to launch its FY25 Inspiration Campaign, designed to ignite curiosity and urgency among international travelers by challenging the notion that they’ve seen everything the USA has to offer. Through striking contrasts that blend the iconic with the unexpected, the campaign will reveal a deeper, more immersive side of the United States—one that goes beyond the familiar and invites travelers to look closer, explore further, and embrace new experiences.
At the heart of the campaign is a dynamic 30-second film, which will run across key paid media placements, including YouTube and travel-focused platforms. A fully integrated marketing approach will extend the campaign’s reach through paid and organic social media, banner ads, and print placements, ensuring a consistent presence across multiple channels.
Under the theme “More to Discover,” [will hyperlink to video] the campaign will be adapted for all 11 of Brand USA’s focus markets and launched in phases, strategically aligned with peak inspiration and booking periods. The first wave will roll out on April 1, with additional launches staggered throughout 2025 to maximize impact and engagement.
By showcasing both world-famous landmarks and hidden gems that defy expectations, Brand USA aims to position the USA at the top of every traveler’s bucket list and generate economic opportunities to communities across the United States