Ask A Local: The Midwest

 
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A DIFFERENT KIND OF TOURISM COMMERCIAL...

We recently had the incredible opportunity to make content promoting travel to the US.

We wanted to showcase just how welcoming Americans really are, and to show travelers an authentic look at what they can do in the US, based on recommendations from real locals.

Our project began in the Midwest, where we had the pleasure of profiling cities and rural areas in five states: Wisconsin, Minnesota, Illinois, Michigan, and Missouri.

 
 

Brand USA Campaign Strategy

 
 
 

THE WELCOMING COMMITTEE…

In 2017, the tourism industry in the United States witnessed a dip in the number of travelers visiting from overseas.

To help Brand USA, an organization supported by private tourism companies and the US Department of Commerce through an act of Congress, we worked on a creative strategy for a campaign that would overcome two main challenges that were identified by our partners at Dirt Worldwide:

  1. Americans were perceived as somewhat unwelcoming to foreign travelers considering an international vacation, although this perception went away after a visit to the US.
  2. The relative strength of the dollar was an issue of concern for travelers who didn't realize the proximity of various interesting things to do in every region.

Our solution was to develop a series that could showcase every state, district, territory, and region from the perspective of locals recommending their favorite things to show visitors about their homes. We developed a pilot for the series, which was shown at the annual conference of international travel professionals in Washington, D.C., and numerous states subsequently submitted content to be included in stories about them. The series was approved for development and will be shown across US embassies worldwide in addition to media placements in theaters, in flight, online, and more.