Activation

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.


This program provides measurable hotel booking data and insights across multiple sources. 

Program Benefits

  • Brand USA’s robust international media campaigns enable them to build audiences that create unique value for partners.
  • Using 1st party data creates an opportunity to target and retarget audiences that are proprietary to Brand USA and partners.
  • Reach audiences where they are, not where you think they are, across multiple touch-points.
  • Deepen understanding of the impact and behavior from those reached by our media efforts.
  • In preferred markets during key seasonal planning periods with relevant content and marketing messages.

Dates

Start Date:
End Date:
Material Deadline:
Sep 08, 2023
View Detailed Information

Program Components

  1. Proprietary Audience
  2. Dreaming/Inspiration
  3. Storytelling & Planning
  4. Bookings

Brand USA is developing and expanding our proprietary audience allowing partners to reach a qualified audience of international “hand-raisers” at various stages throughout the planning and booking process. This platform will enable Brand USA to better understand audience demographics, international travel planning behaviors, and economic impact tied to their marketing activities.

Programmatic carousel ads driving to the interactive travel guide with short form content catch consumers at the dreaming phase bringing US destinations top of mind as they look at traveling.

These marketing efforts are further supported by messaging through Facebook and native ads, linking to VisitTheUSA.com sites for longer form content.

Robust reporting includes measurable hotel booking data and other insights across multiple sources demonstrating the impact of optimized audience campaigns.

Markets

DE-flag-icon
Germany

Package Details

Campaign 1

  • INTERACTIVE TRAVEL GUIDE (ITG): Partner integration, 2 inclusions of content + images.
  • PROGRAMMATIC MEDIA, 2 tiles in carousel units linking to destination content on Interactive Travel Guide, Est. 1.5M impressions.
  • NATIVE AD UNIT linking to destination content on VisitTheUSA.com, Est. 625K impressions.
  • FACEBOOK CAROUSEL: One tile in ad unit linking to destination content on VisitTheUSA.com.
  • EXPEDIA ACTIVATION PARTNER MARKETING: 900K co-branded display ad impressions driving traffic to destination specific responsive, custom landing page.
  • Approximate Flighting 6-8 weeks. NOTE: Program details subject to change.

Campaign 2

  • INTERACTIVE TRAVEL GUIDE (ITG): Partner integration, 1 inclusion of content + image.
  • PROGRAMMATIC MEDIA, 1 tile in carousel unit linking to destination content on Interactive Travel Guide, Est. 750K impressions.
  • NATIVE AD UNIT linking to destination content on VisitTheUSA.com, Est. 400K impressions.
  • FACEBOOK CAROUSEL: One tile in ad unit linking to destination content on VisitTheUSA.com.
  • EXPEDIA ACTIVATION PARTNER MARKETING: 400K co-branded display ad impressions driving traffic to destination specific hotel search page.
  • Approximate Flighting 6-8 weeks. NOTE: Program details subject to change.

Campaign 3

  • INTERACTIVE TRAVEL GUIDE (ITG): Partner integration, 1 inclusion of content + image.
  • PROGRAMMATIC MEDIA, 1 tile in carousel unit linking to destination content on Interactive Travel Guide, Est. 750K impressions.
  • NATIVE AD UNIT linking to destination content on VisitTheUSA.com, Est. 300K impressions.
  • EXPEDIA ACTIVATION PARTNER MARKETING: Text link placement on custom VisitTheUSA.com landing page supported by overarching media campaign. Text link drives traffic to destination specific hotel search page.
  • Approximate Flighting 6-8 weeks. NOTE: Program details subject to change.