Programs & Opportunities

All Programs

Co-op marketing programs make up the majority of our marketing efforts by delivering an array of options to increase awareness, visitation and spend. These opportunities allow partners of all sizes to participate in the way we promote travel experiences in the United States.

Brand USA Activation programs are consumer facing, cooperative marketing opportunities that include a booking component. Participants featured in these programs can expect to receive specific booking information and metrics upon completion of the marketing campaign.

Brand USA Consumer Media programs are cooperative marketing opportunities run in partnership with leading international consumer media companies. They are B2C and generate awareness and interest in travel to the US.

Brand USA Content & Distribution programs are cooperative marketing opportunities that allow Brand USA and its partners to create and disseminate video and written content across various media channels.

Brand USA Trade-Focused programs are cooperative marketing opportunities that are not just B2C, but also B2B. They reach the trade via media, events or PR channels, and may include a tour operator component.

View Programs by Market
ADARA Affinity Program
Ongoing
Adara is a travel technology company that helps destinations by providing the data and measurement tools they need to boost engagement and drive growth. Adara offers destinations data-driven travel-intent digital marketing campaigns with timely search and booking insights. 
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Air Canada Vacations
Ongoing
Promoting destinations to Canadian travelers utilizing Air Canada Vacations’ marketing channels.
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Canada Loyalty Marketing Program
Ongoing
Brand USA has partnered with AIR MILES, Canada’s most recognized loyalty program, to provide a full funnel activation program in the Canada.
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CANUSA Co-Op
Ongoing
CANUSA is the largest specialized tour operator in Germany for the U.S. and offers the ability to reach its strong German travel audience to inspire and encourage travel to U.S. destinations through a variety of marketing tactics. CANUSA provides its clients with customizable travel packages and utilizes a travel agent team that works individually with each customer on their unique itinerary. 
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Destination 101 Videos: Customized Training Videos For The Travel Trade
Ongoing
Educate the travel trade with engaging, custom training videos. This easy-to-understand, introductory training video tool will help travel agents learn about our destinations through eye-catching visuals, key travel information and intriguing facts relevant to today’s international visitor. 
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Expedia Affinity Program
Ongoing
Expedia Group Media Solutions is a global travel advertising platform connecting marketers with hundreds of millions of travelers across the Expedia Group brands. It offers access to Expedia Group traveler search and booking data for actionable insights, sophisticated targeting, and reporting from awareness to conversion. It’s full-funnel suite of solutions allows advertisers to inspire, engage, and convert travelers worldwide for meaningful results. 
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Family Traveller Program
Ongoing
Family Traveller is a multi-platform, award-winning, lifestyle brand which targets parents via inspiring content reaching 500,000 UK households per month across print, website, email and social media. Family Traveller’s target audience is 28 to 50 year-old affluent mothers with children aged 0 to 15 years. 
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Global Inspiration Program
Inspiring awareness and consideration in travelers and the travel trade industry around the world through one robust program.
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Hays Travel Program
Ongoing
Hays Travel is the UK’s largest independent travel agency and offers its clients all-inclusive, long-haul, and luxury getaways as well as tailor-made packages. 
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Hotelbeds Affinity Program
Ongoing
Hotelbeds is the world’s leading B2B travel distributer. It contracts hotels and activities in almost every destination and distributes them to their client network in over 130 source markets. Hotelbeds reaches 200k Travel Agents and 60k Strategic Partners made up of Tour Operators, Points & Loyalty Programs, Airline Packages, and Employee Benefits.
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Interactive Travel Guide
Ongoing
Incorporating higher-funnel engagement tactics as part of our international marketing efforts, inspiring qualified consumers as they begin travel planning in the right place and time on their preferred device.
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Lastminute.com Affinity Program
Ongoing
lastminute.com was the first OTA in the UK and is now a well-known and trusted brand across Europe, operating in 40 countries (17 languages) with 60 million unique users per month. lastminute.com works with partners to target specific travel audiences using its 1st party data. It utilizes innovative media formats across the web to raise awareness and drive sales to destinations. 
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Optimized Audience Spring 2024 Campaign: Australia
Dec 15, 2023
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Spring 2024 Campaign: Brazil
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Spring 2024 Campaign: Canada East
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Spring 2024 Campaign: Canada West
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Spring 2024 Campaign: France
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Spring 2024 Campaign: Germany
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Spring 2024 Campaign: India
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Spring 2024 Campaign: UK
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Winter 2023 Campaign: South Korea
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Winter 2024 Campaign: Germany
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Winter 2024 Campaign: Mexico
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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Optimized Audience Winter 2024 Campaign: UK
The Optimized Audience Campaign reaches travelers where they are and when they are planning travel via multiple touchpoints and leverages Brand USA’s proprietary audience of pre-qualified visitors across markets that is not available elsewhere.
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PriceTravel Co-op
Ongoing
Brand USA is partnering with PriceTravel, one of the most recognized and innovative OTAs in Mexico, to provide multi-platform marketing campaigns to increase exposure in the Mexico market.
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Rogers Media
Ongoing
Brand USA partners can harness the power of Rogers Sports & Media's best-in-class content across digital and TV to inspire Canadians to travel the US.
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Social Cut Videos
Ongoing
Turnkey video solution to highlight destination experiences utilizing existing footage with flexible messaging. Music-driven :15-second eye catching content, ideal for distribution across media platforms and owned channels.
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Sojern Affinity Program
Ongoing
Sojern is a leading digital marketing platform built for travel marketers. Powered by superior artificial intelligence, data science, and traveler intent data, Sojern provides multichannel marketing solutions to engage and convert travelers for all travel marketers including 300+ destination partners around the world. Sojern offers partners customized digital campaigns that utilize real time travel intent data to help target people who are actively searching and booking their next trip. It provides its partners with unique market insights, website analytics, and Economic Impact Reports to prove the impact of every dollar invested into our campaigns. 
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Ströer Media
Ongoing
Ströer is one of the leading media companies in Germany. They have a strong portfolio of brands for digital content and advertising as well as an extensive out-of-home signage network. 
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Televisa
Ongoing
Brand USA has partnered with Televisa to create special opportunities to influence Mexican travelers through key television and digital channels.
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The Telegraph
Ongoing
Brand USA's Telegraph program offers a multi-faceted, content-driven program that will reach millions of potential travelers through exposure in the UK’s number one quality news brand and travel publisher. The news brand's readership relies on The Telegraph for travel inspiration that subsequently generates a spend of £21.8 billion spend on travel; 47% of all UK spend.
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Travelbag Tour Operator Program
Ongoing
Travelbag is a tour operator that specializes in creating tailor-made holiday packages to a range of US destinations exclusively for UK customers for over 40 years. In addition to its online platform, Travelbag also offers a call center and retail shops for their customers to connect with travel agents on building custom itineraries.
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TripAdvisor Affinity Program
Ongoing
Tripadvisor, the world’s largest travel guidance platform, helps hundreds of millions of people each month become better travelers, from planning to booking to taking a trip. With more than 1 billion reviews and opinions of nearly 8 million businesses, travelers turn to Tripadvisor to find deals on accommodations, book experiences, and reserve tables at restaurants. Tripadvisor is booking agnostic and reaches higher funnel travelers.
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TUI Program
Ongoing
TUI is the largest travel brand in Germany with more than 50 years of experience. TUI has more than 6,000 travel agencies across Germany and owns the most visited holiday site with more than 44 million page views each month.
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USA Discovery Program
Ongoing
The USA Discovery Program is the USA’s official interactive online training tool for the travel trade industry, inspiring agents to get accredited as USA Specialists and to learn about destinations or travel experiences in the USA.
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Video Features
Ongoing
Authentic, experience-focused, longer-form video. Maximizing international reach with a deeper look at USA destination key experiences. Brand USA recommends the following themes to align with their global content strategy: Outdoors, Lifestyle, Culture & History, Cities & Towns, Entertainment or Food & Drink.
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Video: Destination At-A-Glance
Ongoing
The Destination At-A-Glance series includes short, energetic and candid vignettes, each focusing on a single experience, and one teaser that provides an overview. Feature experiences such as craft brewing, local art galleries or other unique activities in US destinations to inspire engagement and sharing.
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Video: State At-A-Glance
Ongoing
The State-At-A-Glance series includes short, energetic and candid vignettes, each focusing on a variety of experiences.
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Visit The USA - Core Display Programmatic
Ongoing
Core Program: Includes access to first-party data, uses look-alike modeling for a full-funnel approach and links to destination/attraction/lodging content on market-specific Visit The USA site.
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Visit The USA - Core Native Programmatic
Ongoing
Core Program: Includes access to first-party data, uses look-alike modeling for a full-funnel approach and links to destination/attraction/lodging content on market-specific Visit The USA site.
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Visit The USA - Core Pre-Roll Programmatic
Ongoing
Core Program: Includes access to first-party data, uses look-alike modeling for a full-funnel approach and links to destination/attraction/lodging content on market-specific Visit The USA site.
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Visit The USA - Premium Display Programmatic
Ongoing
Premium Program: Leverages re-targeting, prospecting and look-alike audiences plus geo-targeting and links to destination/attraction/lodging content on market-specific VisitTheUSA site.
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Visit The USA - Premium Native Programmatic
Ongoing
Premium Program: Leverages re-targeting, prospecting and look-alike audiences plus geo-targeting and links to destination/attraction/lodging content on market-specific VisitTheUSA site.
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Visit The USA City Page
Ongoing
Pages include photo and video gallery, overview module, fun facts, events, Google map integration, trip areas, official DMO links, links to destination experiences and related content module.
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Visit The USA Custom Subsite
Ongoing
Leverage Brand USA’s global infrastructure and expertise to create a subsite. Content will appear on VisitTheUSA.com and the custom subsite. Campaign includes media distribution.
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Visit The USA State Page
Ongoing
Pages include photo and video gallery, overview module, must-see places, Google map integration, trip ideas, official DMO links, links to destination experiences and related content module. SEO optimization and guaranteed traffic. 
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Visit The USA Trips Page
Ongoing
A Trips page allows regions, states, and cities to showcase regional or statewide trips featuring overnight stays in multiple destinations.
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