Brand USA and Expedia have joined forces for a new campaign aimed and the Canadian and Japanese markets.
Called “A Somewhere for Everyone,” the campaign marks the first collaboration between the two organizations to develop a strategy that connects potential travellers to innovative U.S. experiences.
Running through February 2025, the campaign is “designed to inspire travellers from Canada and Japan to explore the United States through seamless trip planning and compelling storytelling and is expected to yield over two times the value for our investment,” Brand USA said.
Canada is the biggest source of inbound tourism for the U.S., but Japan also is a critical market.
Campaign Highlights:
- Integrated Full-Funnel Approach: The campaign spans the entire travel journey—from inspiration to booking—featuring creative assets that spotlight iconic and off-the-beaten-path destinations across the USA.
- Objectives: Encourage multi-city travel and simplify the perception of planning a U.S. vacation.
- Campaign ethos: Go in any direction in the USA and you’ll find vast, ever-changing landscapes, skylines and attractions. No two corners of the country are alike. That diversity allows a place for every traveller, no matter their personality, taste or passions, to experience something that resonates with them. Here, there’s a somewhere for everyone.
The partnership has also unlocked additional opportunities:
- Travel Shops: Brand USA is among the first Destination Marketing Organizations to leverage Expedia’s innovative Travel Shops. These shoppable storefronts on the Expedia app allow creators and brands to share travel recommendations that travellers can effortlessly save and book—transforming inspiration into action.
- Expedia B2B network: Through Expedia’s robust B2B network, Brand USA has participated in Expedia TAAP events, with a representative serving as the keynote speaker to engage travel agents and drive awareness of U.S. destinations.
- Search Engine Marketing to Hotels.com: Additional value is being generated through a U.S. media takeover, driving traffic to curated U.S.-focused creative and boosting search engine marketing performance across Expedia’s platforms, including Hotels.com.
