CASE STUDY
INDUSTRY:
TRAVEL / TOURISM
PLACE:
EVERY STATE, DISTRICT AND TERRITORY IN THE USA
SERVICES:
CAMPAIGN DEVELOPMENT, PRODUCTION, CONTENT
THE CHALLENGE
Inspire Foreign Travelers to Visit the USA
In recent years, the strength of the dollar and the intensity of political rhetoric has become a speed bump to increasing foreign tourism into the US. Research indicates that people who have traveled to the USA are pleasantly surprised by how welcoming Americans actually are to visitors, and how many diverse experiences they can have in each part of the country. With these insights in mind, we were asked to develop a strategic campaign approach for Brand USA.
Our challenge was two-fold.
On the consumer-side, we had to show international travelers that America's doors are warmly open to them, and the many incredible people and places they could experience within each destination in the USA.
On the trade-side, we had to develop a content series template, complete with a DIY guide and interview questions so that each destination in the USA could participate by submitting their own stories, while maintaining a consistently high level of quality.
"Americans are very friendly and very suspicious. That is what Americans are, and that is what always upsets the foreigner who deals with them. They are so friendly, how can they be so suspicious? They are so suspicious, how can they be so friendly? But they just are."
― Gertrude Stein
THE SERIES TRAILER
THE PILOT
One Big Welcome!
Although our filming was limited to LA, we cast people from various parts of the country, and filmed them in a place that most looked like their respective hometowns. We supplemented their interviews with actual photography and footage from their hometowns, and the result proved to be a scalable and engaging campaign concept.
THE EPISODES
Season 1
EMPHASIZING PROXIMITY OF PLACE
In our first season, we filmed in 3 regions per state: a gateway city, a smaller city, and a rural area. Within each of these regions, our goal was to show the wide range of activities travelers could experience, while avoiding any obvious landmarks that wouldn't require local knowledge to find. This was to feel like an insiders' guide, not something from the tourism office! We used photography to compliment the interviews, enhancing the recommendations with detailed shots that feel like flashbacks or memories of the places referenced.
Season 2
REVIVING THE HURRICANE ZONES
In our second season, we filmed the areas most severely impacted by the brutal hurricane season of 2017. This posed a unique challenge to show areas that appeared to have fully recovered, when in fact, the recovery was still underway. While we were met with unique hurdles of verifying the post-hurricane existence of recommended businesses and experiences, frequent power shortages presented unique filming difficulties.
That said, this season was incredibly rewarding because the areas most severely impacted by the storms are also the areas of the US that tend to be most reliant on tourism, and we were honored to be able to support their recovery.
Season 3
THE HUMAN CONNECTION
In our third season, we began to shift the narrative model. We became less reliant on photography, and spent more time filming across fewer locations. We also focused not just on getting local recommendations, but by getting a little more of a backstory on our local cast, in order to create a more engaging throughline and a sense of connection with the audience.
THE PEOPLE
A Cast Of Characters
We believe that individual voices, each expressing their own unique interests, can inspire curiosity in others. After all, we've been swapping stories to bond with one another for all time!
Candid sharing of experiences and tips appeals to us on an emotional level, but it's also rational.
So, the first rule of casting: no actors! A diverse collection of individual voices from genuine locals of varying races, ages, genders, and abilities lends authenticity and relatability, reinforcing the fact that there are many, constantly-evolving United States. Here, there's something for everyone, and all are welcome.
The second rule of casting: our locals had to have a deep and unique view on their hometown. We spoke with locals not just about what we should do when we visit, but WHY we should do it. From where to stay, to what to do and eat, to the quirkiest things to do, we covered it all!
Our interview questions were designed to lead the narrative in a way that sounded like interviewees were awaiting your imminent visit. Interviewees responded directly to camera, in first person, to enhance a feeling of conversation. We kept many of the “mistakes” and trip-ups in the interviews as a demonstration of real humanity, making the subjects innately approachable and authentic. Believable.
The entire production was unique to the tourism trade, as there was no pitch, no rehearsed talking points, no industry-insider speak. No infomercial vibes. Just friends telling friends what they should do when they come visit.
To date, we’ve had the opportunity to support tourism in 37 US communities.
SOCIAL
More Than A Series
We went beyond creating the film series to bring the content to travelers where they are: on social. Through travel guides on Instagram Stories and in Facebook Canvas units, to cinemagraphs of beautiful destination experiences, photo essays on the Instagram feed, and interactive itineraries on the website, we broke down the content into snackable but useful bites.
THE RESULTS
The campaign enabled Brand USA to create engaging content from every corner of the country. Partners from all 50 states, territories, and the District participated.
The series became the most-watched content on their newly launched connected TV app, GoUSA TV.
Our multi-screen approach grew followers across social channels while driving interest-based audiences onto the website for a richer lean-in experience with travel itineraries and additional content.
From a content perspective, we proved a new approach to travel marketing:
- Be Real: Use an authentic voice, native to the experience.
- Be Passionate: Emotion is transformative.
- Be Flawed: Sincerity allows for mistakes.
- Be Intentional: All screens are not created equal.
THANK YOU
PHOTOGRAPHER
Victoria Wright
PHOTOGRAPHER
Daniel Volland
PHOTOGRAPHER
Morgan Phillips
DP
Lauren Guiteras
DP
Jasper Newton
COMPOSER
Matt Brandau
EDITOR
Scott Gibney
EDITOR
Matty Brown
EDITOR
Austin Rauterkus
PRODUCER
Jayson Raymos
PRODUCER
Stephanie Rose
PRODUCER
Elizabeth Krajewski
PRODUCER
Katherine Johnson
We’re always excited to meet new collaborators and potential clients!
Have something in mind?
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