Brand USA, the destination marketing organisation for the United States, has launched United Stories.
United Stories is a mobile content creation lab that will travel the US capturing warm and welcoming stories told from local perspectives.
It is hoped this content will inspire international travellers to visit the USA.
Accomplished content creators, storytellers, and influencers will visit various points of interest, events, and attractions across the country in visually arresting vehicles branded with #UnitedStories
To successfully execute this storytelling strategy, Brand USA has partnered with Beautiful Destinations, the world’s largest tourism community on social media and a global media brand dedicated to capturing best-in-class travel content.
The partnership will allow Brand USA to continuously generate content at the speed of consumption and showcase the breadth and depth of the USA like never before.
To kick off the campaign, Brand USA is collaborating with French street artist Etienne Bardelli to create a high-impact design for the content creation vehicles.
Inspired by iconic American graphics such as state flags and vintage National Park posters, the compelling pattern creates a uniform design instantly identifiable with United Stories as the mobile content creation lab makes its way through the country’s plains, mountains, valleys, deserts, and cities.
“As a nation, we want to share our stories with the world and invite them to experience our people and destinations first-hand.
“United Stories will help travellers understand places more deeply, meet real people, and uncover local perspectives to activate their wanderlust,” said Tom Garzilli, chief marketing officer of Brand USA.
“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 USA, experience the warmth of the American people, and engage with the vast diversity of our destinations.
“A trip to the United States is perpetually new.”
United Stories launches in South Dakota, where the town of Belle Fourche, is the geographic centre of the United States.
This is an ideal epicentre to begin telling unique travel stories around the people, places, and experiences available to international tourists in the USA.