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Thomas Cook and Brand USA launch social media campaign initiative

Thomas Cook and Brand USA launch social media campaign initiative

Thomas Cook Group and Brand USA, the destination marketing organisation for the United States of America, have today launched United Stories of America - a pan-European Social Media competition that offer participants the chance to win a holiday to the USA every month.

Following on from the announcement that Thomas Cook Group and Brand USA have entered into a multimillion dollar partnership designed to inspire holidaymakers to think of the USA as a premier travel destination and make it their next holiday, United Stories of America will run simultaneously across the UK, Germany, Belgium and the Netherlands from today through to April 2014.  It forms part of the joint ‘Discover America’ campaign initiative, which aims at raising awareness of travel to the USA by highlighting the diversity of experiences available across the country.

Hosted on Thomas Cook’s Facebook pages, consumers across Europe who have travelled to the United States will be invited to visit an App that allows them to share their memories by ‘pinning’ their favourite experience to an interactive map and sharing with their friends.  Those who have yet to travel to the USA will also be able to enter the United Stories of America competition, simply by pinning their American dream destination to the map and giving the reasons why they would like to experience a holiday there.

Brand USA President & CEO, Christopher Thompson, said: “There are no better advocates of the USA than the people who have spent time there and enjoyed it. By encouraging visitors to talk about their holidays and share their incredible U.S. experiences, we hope this will lead to many more consumers discovering this land, like never before.”

A variety of prizes will be available to win throughout the campaign, including holiday vouchers to put towards a holiday and a prize draw at the end of each month that will see one lucky entrant winning an all-expenses paid holiday to the USA for four persons.


The competition forms part of the largest media and partnership deal Brand USA has made with a travel retailer in Europe and is part of a fully integrated, omni-channel campaign targeting travel-intenders across Thomas Cook’s platforms from online through to in-store, direct and inflight.

“United Stories of America, along with the wider campaign, demonstrates our determination to deliver highly engaging, creative solutions for Brand USA, with digital at their core,” explains Thomas Cook’s Group Head of Media & Partnerships, Stuart Adamson. 

“By taking advantage of the scale of Thomas Cook as a brand, we are confident that our activities to promote ‘Discover America’ will firmly position America’s incredible variety of destinations and holiday-options in the minds of consumers across Europe in a fun and innovative way.”