Insights

The Challenge of Measuring Reach
March 13, 2015
Brand USA has consistently deployed post-wave consumer survey studies to measure advertising effectiveness since its first campaign in 2012. Over time, however, an increasing percentage of Brand USA marketing efforts are falling outside of concentrated brand campaigns, often in the form of smaller...
Culinary-Study-Cover.jpg
March 13, 2015
Many countries have signature dishes that symbolize their food culture. Sushi usually comes to mind for Japan, while pasta is at the heart of Italian cuisine. For better or worse, the United States is most commonly known internationally for burgers and fast food. Clearly American kitchens have a...
March 13, 2015
While digital channels have been firmly established as the top source of travel information, mobile innovation is challenging companies to keep up with changing consumer preferences and media habits. There is no question that the mobile web is growing, but when it comes to destination selection,...
February 10, 2015
While the U.S. benefited from a healthy increase in arrivals in 2014, the true growth trend can easily be misunderstood because of a change in methodology. In January 2014, the National Travel and Tourism Office (NTTO) implemented a significant adjustment to international arrivals reporting using 1...
February 10, 2015
With the exception of selfies, babies and animal memes, food is perhaps the most common subject of social media posts. Foodie culture has arguably reached mainstream status. For many travelers, experiencing new and different foods is one of the best parts of traveling. But how important is food...
Paid Post Example
February 10, 2015
Tapping into Facebook’s free (organic) communications network has been a cost-effective way for many companies to reach people with minimal investment. Moving forward, however, this organic reach essentially will be gone for commercial users. Joining and creating conversations will continue to be...
Simple Display Ad
December 9, 2014
Maximizing the effectiveness of advertising involves specific steps that sound relatively straightforward, but can be relatively complex to institute. The four fundamental steps are: setting a primary objective (e.g., increase brand awareness, drive content engagement, etc.); defining a call to...
December 9, 2014
America’s phenomenal natural attractions have proven to be some our most compelling assets to potential international visitors. Compared to other destinations, international visitors often rank the US as one of the top countries for experiencing the great outdoors. Travelers, however, greatly vary...
Bd4Travel
December 9, 2014
Chosen for its potential to significantly improve the way destination marketing organizations advertise, bd4travel was awarded the Brand USA Marketing Innovation Award at the PhoCusWright Conference’s Travel Innovation Summit. The summit, sponsored by Brand USA, features innovations from travel...
November 12, 2014
As Brand USA enters its fourth fiscal year of operations, we are excited to unveil International Insights, a newsletter designed to share valuable learnings the Research & Analytics Department generates on an ongoing basis. To tap into our nation’s collective marketing potential, our goal is to...
November 12, 2014
Although the great outdoors appeals to almost everyone, the preferred level of interaction with nature differs from person to person. Are you the type of person who would prefer to see the Grand Canyon from the comfort of a helicopter seat or would you rather tackle its rugged terrain on foot?
Project Phoenix Screengrab
November 12, 2014
Four years ago, when Brand USA began its operations, the team developed a campaign that became “Land of Dreams.” The reaction worldwide was phenomenal and the campaign has served Brand USA very well, helping us achieve a 47:1 marketing ROI in 2013. To stay fresh in the global marketplace, however,...