Brand USA Newsletter - November 2019

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New Global Initiatives & Highlights from Partner Programs

Nine (Australia)

Brand USA has partnered with Nine, Australia’s largest, locally-owned media company, to launch a campaign featuring five Brand USA partners: Colorado, Hawaii, Nevada, Oregon, and Utah. Media from this campaign features a dedicated segment in a digital interactive story, inclusion in a print 4-page wrap edition of Traveller (a Nine media publication), and inclusion in a double-page spread Traveller story with ads. This campaign is currently running through December 2019.

LastMinute.com (Europe)

Brand USA's ‘Music Born in the USA’ campaign is currently running with online travel agency (OTA) LastMinute.com. We are live in the United Kingdom, Italy, Germany, France, and Spain from July 2019 through January 2020. Campaign media includes a music-based microsite, digital native ads, video display ads, newsletter inclusion, and solus emails.

As of October 2019, the campaign has delivered:

  • More than 14 million impressions
  • 50,866 clicks, resulting in 62,986 page views
  • An average dwell time of 1:16 (compared to benchmark of 1:10)
  • A click through rate of 1.29% for video banners (above .39% benchmark across all markets)
  • Native placements driving over 80% of clicks

British Airways (UK)

British Airways celebrates its Centenary Anniversary during 2019, commemorating 100 years of flying, which means a big year for marketing. The main objective being front of mind when consumers are choosing to fly from the United Kingdom to the United States, with a focus on priority routes, destinations, and partners.

Brand USA partnered with British Airways (BA) to support its annual September sale multichannel campaign, which took place from Sept. 13 - Oct. 1, and focused on the new BA brand creative with specific U.S. call outs and price points. The creative ran on press, digital programmatic, and social channels to create impactful and consistent messaging.

During the month of October, the campaign continued with overall USA messaging with destination imagery on digital platforms and with JCDecaux’s impactful OOH exposure throughout London. The campaign also included a media partnership with the Evening Standard, a daily, freemium newspaper, with a circulation of more than 850,000 and 10.6MM unique users. Participating Brand USA partner destinations, included: Austin, TX; Philadelphia and Pittsburgh, PA; Memphis and Nashville, TN; New Orleans, LA; and Charleston, SC.

The campaign will wrap up with a January sale. Visit the USA hub here.

Illinois-Themed Ctrip Store (China)

On Oct. 18, 2019, Ctrip and Brand USA unveiled a brick-and-mortar store solely dedicated to the state of Illinois. The store is located in the Beijing Central Business District and will remain open for one year. The store promotes Illinois with various images and videos of the state. Ctrip staff were trained on Illinois tourism details and information so that they are prepared to answer consumer questions in person. Consumers have the ability to walk into the store, learn about Illinois, and book a trip in person.