Activation

Australia Multi-Channel Spring 2023

As we welcome the world back and created demand to visit the USA, guide travelers from inspiration to booking with Brand USA's transformed multi-channel campaigns. Partners have a new opportunity to drive engagement and increase consideration by telling their story in a personal way with content that is most relevant to the market. This multi-channel, multi-media approach provides a powerful mix of mid- to lower-funnel channels that inspire and lead to conversions. 

Program Benefits

  • Turnkey and cost-effective cross-channel marketing campaign across best-in-class print, social and digital media platforms
  • Strategic activation through Expedia; includes destination booking results
  • Campaigns include in-depth, partner-specific KPI and performance reporting. Inclusion in new Interactive Travel Guide with programmatic media driving to partner content.

Dates

Start Date:
End Date:
Material Deadline:
Dec 16, 2022

Opportunities Available

  • Unlimited
View Detailed Information

Program Components

  1. Engagement & Reach Campaign
  2. Content Traffic Generation
  3. Storytelling & Website Traffic
  4. Global Activation Partner

Programmatic and Interactive Travel Guide

Brand USA's is leveraging the Interactive Travel Guide strategy to create short form, easily consumable content featuring all participating partners.

  • Programmatic media targets travel intenders and top prospects to influence travel buying decisions.
  • Programmatic media offers access to 2,000+ private marketplaces with placements on leading in-market publishers’ sites.
  • Carousel ad units will be deployed, and each tier package will receive a minimum number of impressions.
  • Detailed reporting is included.


Google

6-Week Campaign

  • Traffic is driven directly to your content on VisitTheUSA.com.au or your localized website via the Google Display Network
  • 800 - 6,500 guaranteed clicks (varies based on level of participation)
  • The Display Network reaches 90% of Internet users worldwide
  • Distribution utilizes the Travel Affinity model with a NEW layer of regional targeting to identify users who are planning a trip to the U.S. via a gateway market, ensuring your message reaches a highly qualified audience.

Facebook

Benefit from Brand USA's strategic partnership with Facebook. You are able to align your message with Brand USA's Facebook consumer campaign, using image-based carousel ad units, which offer a new way to tell your story and maximize results.

  • 3-week campaign to generate quick results during the height of travel planning
  • Carousel format provides the real estate to tell your story to your ideal audience
  • Highly-visual and engaging ad unit - may include video Packages include shared messaging on the carousel unit


Expedia

Brand USA's partnership with Expedia provides an effective strategy to enhance the activation results for overall campaign. This multi-prong marketing approach consistently demonstrates proven results. Benefits include:

  • All partners benefit from a $125,000 digital media campaign with traffic driver ads for Expedia's Visit The USA landing page.
  • Consistent metrics and timely results.


Markets

AU-flag-icon
Australia

Package Details

Australia Multi-Channel Spring Tier 1

  • INTERACTIVE TRAVEL GUIDE:
    • Partner integration, 3 inclusions of content + images.
    • Distribution, 3 tiles of carousel unit via programmatic media drives to partner content on Interactive Travel Guide, 2,000,000 impressions.
  • FACEBOOK CAROUSEL:
    • One tile in ad unit (placement 1 or 2).
  • EXPEDIA ACTIVATION PARTNER MARKETING:
    • 900,000 co-branded display ad impressions driving traffic to responsive, custom landing page with incorporated link to digital magazine.
  • GOOGLE DISPLAY NETWORK:
    • Ads linking to partner content on VTUSA.com
    • Total clicks: 6,500.


Approximate Flighting 8-10 weeks

PLEASE NOTE: Program details subject to change.

Australia Multi-Channel Spring Tier 2

  • INTERACTIVE TRAVEL GUIDE:
    • Partner integration, 2 inclusions of content + images.
    • Distribution, 2 tiles of carousel unit via programmatic media drives to partner content on Interactive Travel Guide, 1,000,000 impressions.
  • FACEBOOK CAROUSEL:
    • One tile in ad unit (placement 3, 4 or 5).
  • EXPEDIA ACTIVATION PARTNER MARKETING:
    • 415,000 co-branded display ad impressions driving traffic to hotel search page .
  • GOOGLE DISPLAY NETWORK:
    • Ads linking to partner content on VTUSA.com
    • Total clicks: 3,250.


Approximate Flighting 8-10 weeks

PLEASE NOTE: Program details subject to change.

Australia Multi-Channel Spring Tier 3

  • INTERACTIVE TRAVEL GUIDE:
    • Partner integration, 1 inclusion of content + image.
    • Distribution, 1 tile of carousel unit via programmatic media drives to partner content on Interactive Travel Guide, 700,000 impressions.
  • EXPEDIA ACTIVATION PARTNER MARKETING:
    • Inclusion on VisitTheUSA landing page.
  • GOOGLE DISPLAY NETWORK:
    • Ads linking to partner content on VTUSA.com
    • Total clicks: 1,625.


Approximate Flighting 8-10 weeks

PLEASE NOTE: Program details subject to change.