Brand USA, the destination marketing organisation for the United States, has launched an interactive social media campaign. The Great American Road Trip will feature 10 road trips covering 39 states and countless destinations through its Discover America channels, including Facebook, Twitter and the DiscoverAmerica.com website itself.
Brand USA’s Great American Road Trip campaign is designed to inspire travellers to discover America from the open road and highlight both the well-known and less-discovered road trips by topic and geography. Social media influencers from nine of Brand USA’s international markets, including the UK, will travel on each road trip to discover first-hand the quintessential American experiences – sharing stories and photos with their social media followers along the way.
Each feature will take readers on a journey to ‘discover this land like never before’ and will include important attractions, points of interest, restaurants and other ‘must see’ locations along the route, as recommended by the people who live there and from personal recommendations from those who have also travelled the route.
The campaign will run from March to July and will feature a new road trip every few weeks targeting a different country. The featured road trips and markets include:
· March: Cruise the Pacific Coast Highway (Japan)
· March: Texas BBQ Trail (South Korea)
· April: Hawaii & the Hana Highway (China)
· April: Route 66: Chicago to Los Angeles (Global)
· April: Great River Road (Australia)
· May: Craft Beer Trail (Germany)
· May: The Oregon Trail (UK)
· June: The New England Coast (Canada)
· June & July: Atlantic Coast (Mexico and Brazil)
As part of the launch, Discover America will also unveil its new Google Maps platform where travellers can explore these 10 road trips, save and plan their own journeys, and share their road trip experiences. Travellers will later be able to pin their favourite points of interest on the map and view other traveller’s images. Through a partnership with Spotify and Warner Music, Discover America followers will have access to curated playlists inspired by iconic routes and road trips.