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All geared up

All geared up

United Stories will capitalise on the US’s reputation as the ultimate road-trip destination. One of the cars will head west, the other south or east. Likely destinations include Arizona, California, New England and the US east coast, where Lanza said her own “United Story” was set.


“My degree’s in dramatic literature, so I’d like to chart the Whale Trail from Massachusetts to New York as described in Moby Dick,” she said.


Among Lanza’s ambitions for United Stories is to tie it in with Brand USA’s Ask A Local and Hear The Music, Experience The USA campaigns. The latter, which launched last year, looked for five artists to reimagine Bobby Freeman classic Do You Wanna Dance? using the sounds of their city.


This year, Brand USA will work with 10 artists, and Lanza said she hoped to take United Stories somewhere such as Mississippi to link up with one of the artists on their home turf.


Skeleton itineraries will be available from a new Brand USA trade website, which will be rolled out over the next six months hosting some United Stories that creative agents can tailor to use on social media.


“The trade will be able to work with tour operators to create product that fleshes out these itineraries,” said Lanza, adding she hoped agents would interact with the hashtag to encourage clients to consider the US.


Other objectives include live broadcasting and potentially taking in major festivals such as Coachella or San Diego’s Comic-Con.


“We want to reach out to our audience and say, ‘Where would you like us to go and what would you like us to do?’,” added Lanza.


“We’ve always known these stories were out there. So #UnitedStories is a wonderful aggregator. We hope it becomes a choir of voices across the US.”

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For Smarter, Better, Fairer Travel
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