The destination marketing organisation’s United Stories campaign aims to get under the skin of the great nation and portray a more nuanced, local perspective to inspire visits by international travellers.
It will chiefly seek to present the US as a collection of places and experiences, with a focus on the diversity of its people, culture, roots and roads.
Content will be splashed across social media using the #UnitedStories hashtag, with a particular focus on Instagram.
Brand USA’s team of influencers, creators and storytellers will travel the length and breadth of the nation in a handful of striking #UnitedStories branded vehicles, including a "mobile content creation lab".
United Stories will launch in Belle Fourth, South Dakota – the geographical epicentre of the US.
“As a nation, we want to share our stories with the world and invite them to experience our people and destinations first-hand,” said Tom Garzilli, Brand USA chief marketing officer.
“United Stories will help travellers understand places more deeply, meet real people, and uncover local perspectives to activate their wanderlust. Global travellers are increasingly looking for local experiences that can’t be found in travel brochures.
“This campaign is an open invitation to visit the US, experience the warmth of the American people, and engage with the vast diversity of our destinations.”
Brand USA will work with leading social media content expert Beautiful Destinations to generate content to meet consumption while showcasing the breadth of experiences on offer in the US “like never before”.
It has commissioned French street artist Etienne Bardelli to come up with a design for its content creation vehicles, taking inspiration from iconic state flags and vintage national park posters.
The six influencers who launched the campaign hail variously from the UK, Australia, Germany and Canada, reaching an audience of more than seven million social media followers worldwide.
They are Jack Morris (@doyoutravel), Lauren Bullen (@gypsea_lust), Jacob Riglin (@jacob), Jordan Hammond (@jordhammond), Max Muench (@muenchmax) and Alyssa Lynch (@alyssalynch).
